Maternity specialist Mothercare will launch a social networking site for parents this week, as first revealed by Retail Week (September 28).

The site, Gurgle.com, will include more than 1,000 articles, 52 tutorial videos, an online ovulation calendar and a baby-naming search engine.

Gurgle.com will also include a Q&A function, enables parents to give each other advice and receive feedback from the site’s resident experts.

Mothercare aims to leverage its brand strength – 80 per cent of mums-to-be visit its stores – by creating a deeper relationship with and between its customers.

The retailer has developed the web site in partnership with digital marketing agency MediaBurn.

Last week, Mothercare posted a 3.4 per cent like-for-like sales increase for the 13 weeks to October 13.

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