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Mulberry goes omnichannel ahead of festive season

Mulberry has launched collect in store, order in store and in-store online return services for shoppers ahead of the Christmas shopping season.

Online shoppers will be able to choose to either have their order delivered to an address or to collect their product in a Mulberry store. Store staff can now place an online order on behalf of the customer if the desired stock is not available.

In addition, online orders can now be returned at stores in the UK.

Charlotte O’Sullivan, Mulberry’s digital director, said: “We are delighted to be launching new services that reflect our commitment to putting the customer at the heart of our business. We believe that an omnichannel, customer-centric mindset is the key to the future of first-class customer experience.”

Readers' comments (1)

  • One concern is that it sounds as though store staff will be used like depot staff?

    Stores have such a massive opportunity to sell, however these additional tasks could achieve the opposite (bad customer experience because staff are unavailable - dealing with someone else's return goods).

    I hope the store benefits from all digital sales they 'touch', otherwise Mulberry won't get store staff buy-in, that is needed to create the best experience.

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