PreciousLittleOne is a specialist nursery retailer, dedicated to helping parents find everything they need for the most important people in their lives.

The business was launched in 2000 by new parents Ian and Nicola Lloyd, originally as an online forum to help people share parenting experiences. The site quickly grew and was soon attracting half a million visitors, all eagerly seeking out and sharing new ideas and recommendations.

The husband and wife team soon recognised that there was an opportunity to become a one-stop shop for parents looking to get hold of the most trusted nursery items. They invested in a small amount of stock and, having built a great reputation among customers, the company kept expanding. PreciousLittleOne is now one of the largest independent nursery retailers in the country with over 13,000 products in store and online.

Understanding the customer

From its launch, PreciousLittleOne has focused on understanding what customers care most about. Their website stocks everything parents could need from a carefully curated selection of trusted suppliers renowned for their quality and great value.

Equally important to their success has been understanding their customers. They know their shoppers are typically time-poor parents of young children, often juggling multiple jobs on the go. This is reflected by the fact that up to 70% of transactions on the site are made on mobile devices.

To make the purchasing process as easy as possible, PreciousLittleOne introduced Amazon Pay, a way for customers to speed through the checkout process using their Amazon login details.

Ian Lloyd, founder and CEO says: “Like Amazon, our customer is our obsession. We constantly look for ways to improve the customer experience and so we found a good synergy with Amazon. We implemented Amazon Pay to achieve just that and are delighted with the results.’’

More customers converting to purchase

"With over 16% of PreciousLittleOne’s transactions now going through Amazon Pay and an average basket value of £55, the benefits of launching the service are clear."

A perennial challenge for all ecommerce retailers is shopping basket abandonment, something that can happen when customers are multi-tasking parents. Amazon Pay makes completing a purchase much quicker and easier, as shoppers don’t have to go through a lengthy data entry form or dig out their credit or debit cards. As a result, basket abandonment is 8% lower than through other payment platforms used on PreciousLittleOne.

Encouraging more customers to choose Amazon Pay

To maximise the potential for increased conversion and to ensure as many customers as possible benefit from a quick, convenient and trustworthy checkout experience, the company is looking to make the Amazon Pay button more prominent.

Ian Lloyd says: “Our company ethos is to make it as easy as possible for customers to get the right products for them and to give exceptional customer service throughout the experience. Amazon Pay perfectly fits into this ethos as it simplifies an element of our customers’ busy lives. The value of this can be seen in the number of customers choosing the Amazon Pay option and the increase in people completing their purchases.”

We constantly look for ways to improve the customer experience and so we found a good synergy with Amazon. We implemented Amazon Pay to achieve just that and are delighted with the results.

- Ian Lloyd, Founder and CEO, PreciousLittleOne

Amazon Pay gets a five star rating

As part of the PreciousLittleOne’s commitment to customer service, every shopper is invited to review their experience after their payment is complete. Since launching Amazon Pay just 7 months ago, over 200 customer reviews have praised the convenience of the payment method.

Here is what PreciousLittleOne customers says about Amazon Pay:

Simple, fast and efficient!

"Easy to navigate around and links to your Amazon account making payment fast and easy!"
"Highly recommend!"

First purchase

"Very easy to buy and pay, especially with Amazon Pay"

Visit the PreciousLittleOne website ›

Stay connected

Get the latest Amazon Pay updates and insights delivered right to your inbox.