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Mulberry plans airport web shop

Luxury accessories brand Mulberry is negotiating with airport owner BAA to install an online shop in the departure lounge of the new Heathrow Terminal 5, and is looking to roll out the concept to Eurostar.

A mobile pod at the airport would incorporate Mulberry's website, and any orders placed would be delivered by the Terminal 5 Mulberry shop to the lounge, to the gate or to the passenger's home.

Chief operating officer Lisa Montague revealed the online innovation at the Marketing to the Multi-Channel Fashion Consumer conference organised by Drapers in London last week.

"We're planning to develop the business regardless of the channel," she said. "We have a web shop and we tackle it like any of our shops. If it makes customers feel good, then they will return."

Montague told delegates that another innovation being discussed was to use a mobile pod on Eurostar. Customers could order online during the cross-channel journey and collect their purchase from either the London or Paris stores.

The relaunched Mulberry website led to a 68% increase in sales in 2005/06 and a 33% increase in conversion rates, and there has been 25% rise in transaction yield in the year to date.

The site had an average of 5.25 million visitors a month last year.

"We're just at the beginning of what is possible online, and we are still learning about the potential," Montague said.

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