Google Cloud helps Mulberry bag more customers amid Covid outbreak

Mulberry reports that, by leveraging Google Cloud’s data analytics capabilities to generate customer insights and streamline delivery processes, it has boosted sales by up to 25% during the Covid-19 pandemic.

Mulberry’s accessories are sold across 25 countries via 120 stores and its digital network.

The brand’s physical and online touchpoints meant it was producing data through many different channels. It didn’t, however, have a central solution to bring all this information together.

The summer soon to come

Shot by our regular collaborators Matzo & Matzo

The Bryn in Chalk

Discover now: https://t.co/9VrJfGKqTj pic.twitter.com/xkVoJIsJhO
— Mulberry (@MulberryEngland) June 2, 2021

“All the data at Mulberry was coming in at different times, from different silos, in different formats, into different systems, making it impossible to gain end-to-end visibility,” says Solutions Architect Neill Randall.

“To create a global view of our stock, products and customers, we needed to bring all that information together. Google Cloud made that possible.”

The move proved to be particularly lucrative when the brand had to shut its doors during the UK’s coronavirus lockdown in March 2020.

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

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

With more than 2.7 million customers and 5,000 products, Mulberry also gained insights from each purchase. It has used this data to tailor marketing campaigns and offer hyper-personalised product recommendations.

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

“We managed to get up and running within days, and began to see the benefits quickly. We are basically self-taught, which is a testament to how easy to use Google Cloud is,” Randall concludes.