Mulberry has teamed up with Ayden, a payments platform, to bridge the gap between its online and offline sales channels with new technologies at its London flagship store.
The partnership underpins the British luxury company’s new global strategy and its ambition to create a seamless link between the online store and the bricks-and-mortar experience.
New mobile tills will be implemented at the brand’s flagship store in Mayfair ahead of a global rollout, whilst the new ‘endless aisle’ concept will give customers the opportunity to buy items online which are not available or sold out in-store.
The integration will also help Mulberry offer preferred local payment methods to assist with international customers visiting the UK.
The effort comes as the retail sector goes through a period of seismic change, with brands desperately trying to adapt to today’s digital landscape in order to avoid falling behind rivals. Mulberry is working on transforming its shopping experience worldwide with a mobile-led approach that is designed to cater for a tech-savvy generation, whilst also retaining the luxurious in-store experience that customers expect from a high-end brand.
“By putting the customer at the centre of the decision process, the Adyen integration assists Mulberry to move closer to fully integrating the customer journey for a seamless omni channel experience,” said Ian Earnshaw, Retail and Franchise Director at Mulberry.
“In today’s challenging retail environment, experience is everything,” added Myles Dawson, UK Managing Director of Adyen. “Consumer expectations are continually changing – they demand more convenience, personal interactions and control when they shop. Brands that can create an experience to suit – both online and in-store will succeed.”
“Mulberry is really looking to lead the way in providing excellent experiences for its customers, however they choose to shop.”
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