Mulberry.com

'The underlying principal of everything we do at Mulberry revolves around quality and delivering the best possible customer experience, which is why Tacit's belief and approach to software as a craft had strong resonance for us. We were extremely impressed with the skill, pragmatism and professionalism of Tacit's teams from the outset, and are delighted with the results of our partnership.'

Charlotte O'Sullivan

Marketing & Digital Director

Mulberry

Mulberry.com

'The underlying principal of everything we do at Mulberry revolves around quality and delivering the best possible customer experience, which is why Tacit's belief and approach to software as a craft had strong resonance for us. We were extremely impressed with the skill, pragmatism and professionalism of Tacit's teams from the outset, and are delighted with the results of our partnership.'

Charlotte O'Sullivan

Marketing & Digital Director

Quick Facts 

  • Partnership with Tacit since 2012
  • Mulberry and Tacit’s shared obsession with craftmanship, detail and quality is reflected in the website
  • Immersive brand story telling and transactional
  • Multi-channel, multi-site, multi-country (20 countries)
  • Flexible, stable platform that effortlessly scales for peak traffic e.g. seasonal sales and London Fashion Week
  • Tacit provide 24/7 website support

Mulberry is a modern, fashion-led British lifestyle brand renowned worldwide for its well-established heritage in leather bags and accessories. As an everyday luxury brand that makes high-quality, stylish and practical products, it needs to offer customers an eCommerce experience that matches those same values. In 2012, Mulberry teamed up with Tacit Knowledge embarking on a strategic initiative to redefine how the brand is expressed across all digital touchpoints. This omni-channel and digital transformation project centered on reinvigorating the look and feel, and optimizing the customer journeys through its digital flagship, mulberry.com

Challenge 

  • International expansion was stifled by inadequate legacy infrastructure
  • The previous Ecommerce site was built primarily for British shoppers with strong brand and product knowledge
  • Valuable content existed separately from commerce pages, presenting missed opportunities to more deeply engage with shoppers
  • Site structure inhibited ongoing digital innovation and seasonal change
  • Mulberry was unable to do brand storytelling or sufficiently connect with new customers

Solution

  • Develop a Style Guide outlining the brand’s key values to uniformly express the brand across digital properties
  • Weave together content and commerce to enrich the customer journey
  • Enhance site functionality to strengthen relationships with brand loyalists while expanding to international customers through features including new language and currency options
  • Introduce greater flexibility and control by running a testing site and live site in parallel to more easily make updates without interruption

Results

  • A cohesive and consistent brand identity expressed across customer touchpoints
  • A rich, multi-layered customer experience that seamlessly weaves content and commerce
  • Improved customer experience for international customers, while still catering to loyal British customers
  • Improved scalability and function of site, allowing for updates to be made more seamlessly