Morrisons bought the online baby retailer in a £70m deal in February in a bid to boost its online capability by using the site’s existing online platform to develop its own non-food online operations.
A year-round range of “essential” baby products boosted by seasonal promotional “baby events” that would see bigger ticket items like carseats and prams take a larger presence in stores for a limited period are being considered.
These would be supported by press and in-store marketing.
It is also increasing the number of Kiddicare branded kiosks in its supermarkets to offer a multi-platform shopping experience.
Morrisons is also looking at click and collect as part of its wider trials into e-commerce models, but a spokesman says this is unlikely to part of the Kiddicare proposition.
Separately, Kiddicare, which is still operated separately to Morrisons by its former chief executive, plans to open a number of UK stores to develop a multi-channel offer. It currently operates one store in Peterborough alongside its £37.5m online business.
Morrisons also bought a 10% stake in US online fresh food company FreshDirect for £32m in a bid to develop its own online food delivery service.
It currently has a number of senior Morrisons executives posted at FreshDirect’s New York offices which is likely to result in a London trial of a similar fresh prepared food delivery service in 2012 or 2013.
Morrisons committed to investing £3bn in its stores, own label ranges and the online platforms over the next three years and is expected to update on its progress in March.