Mamas & Papas has launched the UK’s first virtual personal shopping service for new and expectant parents.

The nursery brand has taken its personal shopping appointments online to ensure that even when stores begin to reopen, pregnant women - who are classed as a vulnerable group - have the option to get advice and inspiration without having to leave the house.

Personal shoppers in Mamas & Papas stores across the UK will chat directly to customers over video call straight from the shop floor, answering questions and providing live demonstrations on everything from car seats to pushchairs.

Following a successful trial, there are now hundreds of one-hour appointments on offer each day.

Marketing director Alex Holt said: “This service is a first for parents and means they can get help and advice from the comfort and safety of their home – whether that’s tips on choosing the perfect pushchair or help with navigating the night feed.

“Although we’ve accelerated the launch in response to COVID-19, these online services will continue beyond the restrictions as they suit the needs of busy parents.”

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