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Molton Brown selects ATG to power cross-channel luxury experience

British beauty brand to expand into Web channel for international growth, employing personalisation capabilities and a single customer view across channels


Molton Brown selects ATG to power cross-channel luxury experience

Molton Brown will deploy ATG Commerce to increase online sales and create an integrated cross-channel buying experience and marketing platform.

The new commerce platform, to be implemented by IT service company and ATG partner Sceneric, will apply ATG’s advanced personalization capabilities to improve conversion rates and customer satisfaction both online and in the contact centre. ATG Commerce Service Centre will give call centre and customer service agents a unified view of the customer, allowing them to close sales more efficiently as customers move between online and offline channels. In addition, Molton Brown’s marketing team will be able to create dynamic, targeted marketing campaigns and recommend products based on customers’ personal profiles, purchasing history or activity on the website.

Molton Brown currently operates online in the UK and US, and has plans to expand to other European countries, as well as Japan and Australia.

Amy Nelson-Bennett, Group Marketing Director at Molton Brown, says, “Our hugely successful Molton Brown emporia provide consumers our beloved products in an environment that is both an oasis of calm and easy to shop, supported by passionate staff and premium service levels. Today’s consumer is right to expect the same high standard from our websites, and the ATG Commerce platform will allow us to give customers the same luxury experience online or offline. Our marketing teams will have a set of hugely sophisticated tools to personalise the customer experience, while our call centre agents will be much better positioned to help customers using an integrated web-based platform. This is the experience our brand and our consumers deserve. Ultimately ATG will help Molton Brown grow profitable sales, modernise our marketing strategy and grow the brand internationally.”

Frank Lord, vice president at ATG EMEA, explains, “Molton Brown is an excellent example of a British luxury brand using the Internet as an extension of its brand value. Many of its customers shop online as well as in-store, so integrating these channels to create a more satisfying, connected cross-channel shopping experience is a natural step. The Internet is the perfect medium to support Molton Brown’s international expansion plans and we are very pleased to play a pivotal role in the brand’s future online success.”

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