MotherCare Final App

Superpixel Makes Motherhood a Little Easier With New Mothercare Family Card App


Mothercare Ireland Launches New Loyalty App in partnership with SuperPixel

Mothercare Ireland has joined forces with Superpixel to build and launch a new mobile app.  The Mothercare Family Card app links to the current Mothercare loyalty programme to reward customers for every euro they spend in store or online and so much more.

Customers scan a built-in digital loyalty card at the till to earn loyalty points.  They can track earned points and redeem them easily using the app. Existing members can scan their existing card to get setup, removing the need to carry around the card with them anymore.

The app also gives customers access to personalised offers tailored to the needs of their families and the products they love.  For those who prefer the convenience of shopping online, they can shop the complete range of Mothercare products through the app.

But it’s not all about shopping; the app has a number of other features like local store’s news, Baby & Me events, product information, Mothercare blogs and user reviews.

“The Mothercare Family Card app was launched as a significant amount of our total online traffic is generated by mobile devices.  Offering an effective mobile channel was a key priority for us.  To truly reward customers for their loyalty, Mothercare is getting to know our customers better and offers a range of personal and relevant rewards including in store experiences and product discounts.” – Ben Ward, Commercial Director, Mothercare Ireland 

Superpixel used their Advokit platform to develop the Mothercare Ireland app (  It helps deliver high quality apps and a back-end dashboard for brands efficiently and at a fraction of the cost of building a brand new app.

Barry Duffy CEO of Superpixel commented “We’re delighted to launch this app with Mothercare Ireland today. We wanted to give them a product that reflects the premium nature of their brand. At Superpixel we see a big opportunity in mobile loyalty and seamless mobile commerce so this is just the start for us. We’re excited to continue building on the platform and roll it out for other clients internationally”

For the app launch shoppers will receive 1,000 loyalty points for registering and completing an in-app persona survey, helping Mothercare learn more about their valued customers.

The Mothercare Ireland app is available on iOS and Android and can be downloaded free of charge from the App Store or the Google Play store.

Keep in touch with Mothercare Ireland online at, Twitter @MothercareIrl, Instagram @MothercareIrl and Facebook: MothercareIreland

For more information about Mothercare Ireland, please contact Sonia Harris, Harris Public Relations by phone 087 797 9703, or Twitter @SoniaHarrisPR.

About Mothercare

Mothercare provides parents and parents-to- be with everything they need in one place, offering the best quality and most innovative products, from pregnancy to eight years.

Mothercare Ireland is one of the original partners of the hugely successful Mothercare International Group, and is currently the fifth largest partner in the world.  Mothercare International now has more stores worldwide than the original Mothercare company.  In Ireland, it is a family run business by David Ward, his two sons Jonathan and Ben and daughter Laura.

David started the company in 1992 – after a spell heading the storehouse operations in Ireland for British Home Stores, Mothercare and Habitat – and was always keen to keep his new venture in the family.  His two sons Jonathan and Ben and his daughter Laura, hold key positions within the company as finance, commercial and marketing directors respectively.


Barry is the CEO & Co-founder of Superpixel with a passion for business and an avid entrepreneur. Having worked in corporate banking he has gone on to lead the Superpixel team in Ireland and the UK. Barry graduated college with a degree in Civil Engineering. He went to do a Masters in Project Management before he was awarded his MSc Finance from Imperial College London.