Mobile Commerce

Destination Maternity's Mobile Relaunch

Moms are a desired consumer demographic. New moms, olds moms and grandmothers alike all can wield the family budget, in addition to whatever they decide to splurge on themselves. Now, Destination Maternity is making sure it's there for any expecting mothers who do their shopping on the go.

During a recent earnings call, Destination Maternity CEO Anthony Romano explained to analysts that a pillar of the company's 2016 strategy would be a retooling of its digital presence, with an emphasis on mobile design and responsiveness. This, Romano noted, would be an effective method of keeping up with the millennial mothers that are increasingly coming to dominate its business.

“Our growing millennial mom-to-be customer expects a seamless shopping experience, regardless of the channel she chooses —an experience we currently cannot consistently provide,” Romano said during the call, via Internet Retailer. “We anticipate the launch of our new website forum to grow our Web sales at a double-digit rate for the next three years, starting in fiscal 2017, with an ultimate goal to drive eCommerce business toward 20 percent of sales, with limited cannibalization to our physical stores.”

According to Destination Maternity's statistics, eCommerce only accounts for 12 percent of its sales at the moment and has to be a key area of improvement going forward for Romero and the company.

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