Munchkin and Magento: Making Parents’ Lives Easier

Munchkin needed an intuitive store for busy parents.

For over 25 years, Munchkin has created baby products for families around the world, registering 182 patents on products for infants and toddlers. The brand understands that the job of a parent can be difficult, so they’ve made it their mission to make their lives easier and more enjoyable. This philosophy is at the core of everything Munchkin does. So when it came to creating a digital customer experience, they needed a platform that was like any great parent—flexible and reliable.

In 2013, Munchkin had a basic, non-transactional Drupal site that provided replacement parts for their products. Then, Munchkin decided to venture into direct-to-consumer eCommerce web store. To be wherever their customers searched for Munchkin products, they needed to rethink their approach. They needed a site that was mobile-first for busy parents on-the-go. Munchkin also wanted their new site to tap the best capabilities from a number of partners, including Certona, Bazaarvoice, Mercent, Bronto, Tealium, and Loop Commerce. Finally, it needed to integrate with the company’s Oracle ERP system. Munchkin found the solution they needed in Magento Commerce.

Our CEO has so many great ideas for improving parents’ lives. I love that with the flexibility of the Magento platform and rich ecosystem I can always find a way to bring those visions to life, quickly and efficiently.

Jonathan Bradbury

Director of Global eCommerce, Munchkin

Munchkin created a delightful, mobile-first customer experience.

Migrating to Magento Commerce gave Munchkin's one-man eCommerce team the tools and foundation it needed to grow the brand’s digital business. Even with a late addition pre-launch–a new product and a brand new venture into the baby clothing category–Magento Commerce made it possible for Munchkin to seamlessly add a separate branded experience to their site in just weeks. One of the main benefits of the platform, Munchkin discovered, was that they could run Magento Commerce lean–start small, tap the rich ecosystem of partners and developers, and grow their in-house headcount as their business needs changed.

An accelerated digital business

Since launching in January 2014, Munchkin has expanded their international digital operation and grown its in-house eCommerce team to nine. The results were spectacular: in the first year after launching on Magento Commerce, Munchkin tripled their growth and has doubled that growth every year since. With a 46 percent increase in conversion, digital now represents a significant proportion of Munchkin’s business. It's also an important proving ground for new products and customer experience innovations. “Our CEO has so many great ideas for improving parents’ lives,” said Bradbury. “I love that with the flexibility of the Magento platform and rich ecosystem I can always find a way to bring those visions to life, quickly and efficiently.”

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