Maternity clothing retailer goes mobile

Destination Maternity is making it easier for its customers to connect with the brand.



The maternity clothing retailer transitioned from a custom e-commerce platform to Salesforce Commerce Cloud, with the help of global commerce provider Lyonscg. The transition enabled the chain to launch customized mobile sites for its Motherhood, Motherhood Canada, A Pea in the Pod and Destination Maternity brands. All sites feature more intuitive navigation, improved site merchandising and on-site search, and easier check out.



Lyonscg provided strategy, experience design, development and marketing services. This included several back-end integrations, such as order management, gift cards, store locator technology, and loyalty program technology.



Since launch, conversion rates have increased by more than 40%, and increased units per transaction have fueled top-line sales growth. The initiative is a part of a broader growth strategy for the company, which includes improved inventory management, omnichannel fulfillment, and international shipping, according to Destination Maternity.



“The Mom2Be is a digitally connected consumer who expects anytime, anywhere access,” said Gwen Bennett, VP e-commerce, Destination Maternity Corp. “Moving our Web operations to Salesforce Commerce Cloud gives us the capabilities we need to deliver engaging mobile-first experiences to her.”



Across all three of its brands, Destination Maternity operates more than 1,100 retail locations in the United States and Canada.