Mulberry boosts sales with data

Iconic fashion brand Mulberry has seen a 25% rise in sales after improving its use of data

Mulberry’s diverse physical and online touch points meant it was producing data through many different channels but didn’t have a central solution to bring all this information together.

So it turned to a centralised data solution on Google Cloud and was able to connect the dots between data that was previously scattered across different systems.

This extra capability proved particularly lucrative when the brand had to shut its doors during the UK’s lockdown in March 2020.

Transforming its closed bricks-and-mortar stores into warehouses for online sales, Mulberry was able to add all products still out on the shop floors to the company’s digital channels.

Improved visibility

The benefits quickly made their way to customers, who now had an even larger selection of products to choose from when shopping online. Better still, with an improved view of each order status, issues were easier to resolve and customers received their favourite Mulberry items faster than expected.

Full stock visibility coupled with fewer order issues and faster shipping led to a 25% boost in sales and some of Mulberry’s stores even got back to their normal sales levels, despite COVID-19.

Mulberry also gained valuable insights from each purchase and, having established a centralised data view, enhanced the customer relationship by using this data to tailor marketing campaigns and offer hyper-personalised product recommendations.

As a result, the company saw an increased click-through rate by 37%, which led to an 110% increase in return on ad spend in general.