British luxury brand, Mulberry, is working with payment provider Adyen to help deliver innovative retail experiences at its new London flagship store.
The initiatives introduced at the Regent Street store will underpin Mulberry’s new global strategy focusing on customer experience and creating a seamless link between its online and offline sales channels.
In collaboration with Adyen and mobile assisted selling platform Tulip Retail, Mulberry will implement mobile tills in its flagship store, with the intention of rolling out the technology globally. Alongside this, the retailer will also offer ‘endless aisle’ shopping – giving customers the opportunity to purchase items that are out-of-stock in the current store but available online, whilst in-store.
Using Adyen’s integrated platform, Mulberry will also be able to offer preferred local payment methods to assist with international customers visiting the UK.
The updates are part of Mulberry’s drive to transform its shopping experience globally. The mobile-led approach will help the retailer respond to the increased consumer demand for omnichannel shopping and create the personal and luxurious in-store experience that customers expect from the Mulberry 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.
“In today’s challenging retail environment, experience is everything,” says Myles Dawson, UK Managing Director, 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.
“We are very excited to be to be working with Tulip Retail to help such a prestigious British luxury brand create new, exciting retail experiences. Mulberry is really looking to lead the way in providing excellent experiences for its customers, however they choose to shop.”