Mamas & Papas

Preparing to welcome a new arrival is one of life’s most precious and transformational experiences. Such a special journey is made all the more enjoyable with personal support – something that Mamas & Papas prides itself on providing new parents from the outset.

However, delivering the seamless customer experiences needed to build such enduring relationships had been challenging for Mamas & Papas until recently.

“We had been putting a lot of effort into developing our personal shopping proposition, as we realised it was the best way to communicate and build lasting relationships with our customers. We had a different online booking system in place, but recognised that there was friction with the customer journey when making appointments.”
Chris Greenwood – CIO, Mamas & Papas

Personal shopping made easy

Behind the online-to-offline friction was a legacy system that lacked dedicated support or the agile flexibility of evergreen tech, frustrating for both the Mamas & Papas team and the end user. By drawing inspiration from real life – their customers’ parenting experiences, insights and trials – Mamas & Papas created a frictionless online booking journey with the support of Appointedd.

“We worked with Appointedd to develop a solution that reduced friction within the customer journey so that parents could easily book with us and find a convenient time to come in and talk with our team or attend our ‘Parents To Be’ events – enhancing their overall experience.”
Chris Greenwood – CIO, Mamas & Papas

Collaborating a tailored solution

Each an expert in their respective fields, the Appointedd and Mamas & Papas teams fostered an environment of collaboration which saw them tailor Appointedd’s technology to Mamas & Papas’ exact needs. This created a customer-focussed booking experience that maximised Appointedd’s technical prowess whilst keeping Mamas & Papas’ customers at heart and learning from each other throughout the process.

“Appointedd was very responsive in its approach to us and together we worked collaboratively to ensure that what we developed actually suited what we needed. It then became transferable to other people in the industry.”
Chris Greenwood – CIO, Mamas & Papas

“Working with Appointedd is such a lovely experience. They made the decision to change providers so easy. Every single person that I’ve met on the Appointedd team has been outstanding. So easy to get on with - you just feel relaxed and at ease. I feel as if they actually care about what they do which is amazing, because that’s difficult to find these days.” Chris Greenwood – CIO, Mamas & Papas

Ensuring longevity with evergreen tech

With customer behaviour changing as rapidly as technology, Mamas & Papas’ solution had to be future-proof. They were already restricted by a platform that failed to adapt easily to the changing needs of its team and customers. Mamas & Papas needed an omnichannel customer experience using the very best infrastructure, which could be enhanced further as time went on.

“Appointedd makes changes very, very quickly…which is so important to the Mamas & Papas team – what Appointedd say they are doing, they do, we never feel like we’re stuck in a long queue. When we speak, they listen, which makes it easy for us to influence change.”
Chris Greenwood – CIO, Mamas & Papas

Fortunately, Appointedd’s evergreen technology enables its booking solution to continuously adapt to the varying needs of each of its clients. Going above and beyond customer expectations in this way has made a noticeable difference to Mamas & Papas.

“We work closely with our enterprise customers to build solutions that solve problems. The product team at Appointedd works on an ‘evergreen’ model, which allows us to move quickly and make changes without system downtime. Any updates to our system are rolled out to everyone using Appointedd at the same time, and at no extra cost.”
Greg Dickson – CTO, Appointedd

Mamas and Papas In-store Events

Implementing it on the ground

Creating a solution that is fit for purpose – present and future – is one thing, but implementing it on the ground is another. By working closely together and delivering effective training, the Appointedd team ensured that the Mamas & Papas stores adopted the Appointedd system, both on the floor and within operations, with ease.

“The Mamas & Papas team has found using the Appointedd system very, very easy – much easier than the solution we had before. Though we weren’t sure how the training from the Appointedd team would work, it was really successful and absolutely worth it. Everyone has been completely engaged with it, which has made the adoption of the Appointedd system very simple and fast.”
Chris Greenwood – CIO, Mamas & Papas


Enhanced customer insights & reporting

Once the system was in place, Mamas & Papas was able to quickly and easily understand where parents were dropping off in their customer journey – essential information that could not be gathered with its previous provider, BookingBug (now JRNI).

“We definitely had some challenges with our previous provider. Our online booking conversion was low, but what was worse was that we weren’t able to access the data to analyse why…”

With Appointedd, Mamas & Papas now utilise booking data in real-time, giving them unrestricted access to business metrics and the freedom to apply data analysis, such as identifying new or existing customers and tailoring its service to suit.

“What was hidden from us was the journey that our customers experienced online – the conversion funnel. With Appointedd, we now have insights in that area. They also add so much value to the customer journey by suggesting ways to improve it.”
Chris Greenwood – CIO, Mamas & Papas

Mamas and Papas Banner Appointedd Case Study

The power of the API

“Appointedd’s API means we can streamline a company’s business operations by allowing their developers to interact with a range of data within Appointedd through their own tools. In this case, Mamas & Papas already had an advanced data insights system in-house so it was critical that our booking API could be embedded deep into their existing systems.”
Greg Dickson – CTO, Appointedd

With Appointedd’s API, Mamas & Papas’ online-to-offline customer journey has been revolutionised. It can now pull appointments made online to its tills in-store – allowing the team to check-in their customers and track their holistic on and off-line customer journey (data which is so often missed during in-store interactions).

Most importantly, Mamas & Papas was able to benefit from Appointedd’s out-of-the-box API solution. This allowed it to nurture those all important enduring relationships with minimal downtime by getting its systems up and running quickly.

The result: a seamless online booking journey

By taking a person and customer-centered approach, Mamas & Papas has enhanced its customers’ online experience and maximised its conversions with a 43% increase in online bookings.

“We’ve received a solution that is very reliable. We are now able to look at the customer journey, or the funnel of customers coming in and really understand what’s going on.”
Chris Greenwood – CIO, Mamas & Papas

Using Appointedd’s online booking tools, reporting capabilities, and dedicated account management, Mamas & Papas now delivers online booking for in-store services with confidence and convenience – completely transforming its omnichannel shopping experience across its in-store services.

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“We asked Appointedd for an out-of-the-box booking solution and they delivered. All I can say is that I wholeheartedly recommend Appointedd as a booking tool for anyone else that is in that marketplace. I truly mean it.”

Chris Greenwood – CIO, Mamas & Papas