Zapf Creation is strengthening its digital strategy for the UK market with the launch of two new websites for its Baby Annabell and Baby Born brands. The new platforms will look to reinforce the brands’ positioning and align with their social media channels to ‘enhance customer loyalty and engagement.’
Each website allows users to browse and shop the full collection, meet the dolls and discover new ways to play. Aligned with its target audience of millennial parents and gift-givers, the sites have been designed and developed with a ‘mobile first’ mind-set and work to take users on a journey through the product ranges and regular blog content with links to social media.
Kasia Leskow, Zapf Creation UK marketing manager, said: “This is a really exciting next step for Zapf Creation in the UK. Having a targeted website with e-commerce capability will significantly improve customers interaction with our brands and help them make informed purchasing decisions. For the first time ever, customers will be able to browse and shop the full collection of Baby Annabell and BABY born products including dolls, clothing and a range of accessories all in one place.
“Being mobile-friendly, the website ensures the shopping experience will feel smooth for busy shoppers on the go, while also providing sought-after advice, hints and tips as their little ones develop and grow. The website has been designed with consumer feedback and needs in mind and allows us to show our appreciate to our loyal customers with exclusive offers and promotions. With clear distinctions between Baby Annabell and Baby born, it’ll be easier than ever for fans of each brand to find their next doll, accessory or outfit with easy access from our social media channels.”
A series of sales incentives across all Zapf Creation brands are expected to entice customers and drive traffic to the website, including the recently announced ‘Backpack Bonanza’, in which from the 1st August 2020 consumers who spend over £50 on accessories and clothes on either the Baby Annabell or BABY born brands will receive a free branded backpack.
Zapf Creation is also introducing a discount of 10 per cent off RRP for purchases across its website when customers sign up to the newsletter. The offer is applicable to all products across both brands, including Baby Annabell Annabell and the new Baby Annabell Lunchtime Annabell as well as Baby born Soft Touch Girl and BABY born Soft Touch Sister Blonde.