On the 26th September 2012 baby specialist Kiddicare opened the first of ten new superstores in Nottingham’s Castle Marina Retail Park, marking the first time a pure-play has made the radical transition from e-commerce to cross-channel model. .
20.20 worked closely with Kiddicare’s brand director and creative team to create a store experience that uses retail theatre to bring to life the adventure and joy of having a baby
Towards the end of 2011 there was an uncomfortable conversation in the world of ecommerce as online brands and retailers started to consider creating a real world presence through the opening of physical stores. But why now when so much of the nations’ shopping has moved away from the high street and is instead carried out on desktops, laptops, phones and tablets?