The acquisition will add more than 300 products to L’Oreal’s lineup.
By year end, new mobile apps will let shoppers reorder basic baby supplies.
In addition to its planned acquisition by Amazon.com Inc., Quidsi Inc., the parent company of Diapers.com, also has another big business development initiative in the works: mobile commerce.
By the end of the year, Quidsi, No. 85 in the Internet Retailer Top 500 Guide, expects to roll out a mobile app for both the iPhone and the Android operating system that will give the company’s core web shoppers—mothers with young children—a tool to reorder basic baby supplies such as diapers and formula.
Other planned features include giving customers tools to access stored information such as transaction histories and social media options. Quidsi will build the apps in-house, says CEO Marc Lore. The company has yet to say if its mobile commerce program will debut just for Diapers.com or all of its sites, which also include BeautyBar.com, a new online boutique for luxury beauty products, and Soap.com, which sells household replenishment and care products.
“When we introduce mobile commerce we think it will be important to give customers the ability to do various tasks and to operate across the different operating systems,” says Lore.
On Monday, Amazon announced it would acquire Quidsi for $500 million and also assume about $45 million in debt and related acquisitions. The deal is expected to close next month.