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Mulberry bags improved multi-channel strategy

New system replace in-house tech

British fashion brand Mulberry is attempting to boost its ecommerce site with improved tech capabilities.

Mulberry is deploying the hybris B2C Commerce, hybris Mobile and hybris Web Content Management systems to support its site.

Up to now Mulberry has been using a bespoke software solution to support online sales. However, Mulberry said it was keen to select a new multichannel platform "that would be fully scalable, and would allow it to maximise revenues and support new business opportunities".

Charlotte O'Sullivan, head of online at Mulberry, said: "We were looking for a platform that could offer us scalability and flexibility, coupled with a strong multi-channel offer, best-in-class functionality and a clear roadmap of platform innovation."

Within the hybris multichannel suite chosen, hybris B2C Commerce enables businesses to optimise every interaction with their customers on a global scale. The mobile solution enables ecommerce retailers to create mobile online experience for customers, from building mobile-friendly websites to mobile-specific applications.

Hybris Web Content Management intuitively allows Mulberry to present its brand consistently and efficiently administer and publish content across all its channels, with the aim of improving the customer experience and boosting sales.

Last month Debenhams made a big play about its developing multi-channel strategy. Debenhams said its apps for iPhones, Nokia and Android phones were crucial to offering a "seamless" multi-channel experience for customers.

As the department store chain reported pre-tax profits for the six months to 26 February were up nearly 10 percent at £125 million, it said the apps were part of a "key priority" to deliver a mixture of online, phone, in-store and on-TV sales.


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