Mulberry gets phygital as it taps Aptos order management tech
Mulberry has deployed Aptos’ Order Management solution.
The system – which serves as a centralised commerce hub to help Mulberry profitably manage orders through their lifecycle – has been implemented across the brand’s retail estate, which includes stores and its online channel.
“As e-commerce adoption accelerates, driven in large part by the pandemic, it is clear that the future of retail belongs to those brands that can offer a cohesive and differentiated omnichannel strategy,” says George Clark, Technology and Customer Experience Director at Mulberry.
He adds: “After a thorough review of the order management market, we selected and implemented Aptos Order Management.”
“Given the solution’s advanced functionality, including in areas such as enterprise inventory and distributed order management, we knew we could offer customers more flexible, ‘phygital’ fulfilment options while increasing profitability for our business.”
With the solution now deployed across multiple countries in Europe, Asia and North America, Mulberry is able to holistically manage a range of fulfilment scenarios including buy online, ship from warehouse; buy online, ship from store; and in-store pickup whether the product is being fulfilled from warehouse or store inventory.
It has core capabilities for the likes of enterprise inventory visibility, order orchestration and routing, customer service, and store fulfilment. The solution also served a critical need when Mulberry’s shops were closed during the Covid-19 pandemic.
“As a result of our omnichannel approach and use of Aptos’ order management solution, we were able to fulfil online orders with products ‘trapped’ in closed stores during lockdowns,” Clark says.
“The ability to sell-through store inventory was a strategic advantage to our business during the pandemic.”
“Now, as the crisis subsides in many parts of the world, Mulberry is committed to offering customers a fully unified bricks and clicks experience,” Clark adds.
“This includes interactions with our brand that are both omnichannel and experience rich and fuse the best of the physical and digital worlds. We are excited to move forward on our vision for modern retailing, and with our Aptos partnership.”
