Toy retailer, Early Learning Centre launched a new mobile commerce website earlier this week, including its full product portfolio.

Customers are now able to browse for items and use all of the the retailers’ online services via their mobile phones on a specially designed site.

The new platform has been created and delivered by Javelin Group, which also developed the retailers’ main website. The new service is fully integrated with the main site’s background systems such as call centre, order management and fulfilment.

Jas Virdee, Executive Director at ELC’s parent company Mothercare, said: “In January this year, we made a tough request of Javelin Group to help us move into mobile commerce by delivering our mobile site by April.

“They met this challenge, working efficiently with our team to deliver a high quality site within our budget and timeframe. We have already seen an uptake of the site with orders being taken on the first day of our soft launch.”

This is certainly a positive move for the Mothercare group which has come under increased pressure in recent months from supermarkets undercutting them on price and a number of pure-play e-tailers which can offer a more specialised service.

Tony Stockil, CEO at Javelin Group, said:  “So far, relatively few retailers have successfully built a fully-integrated mobile site on their base ecommerce platform.

“We are very pleased to have delivered such a high quality solution on time and within budget.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit