Bulgari revamps e-commerce site

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Italian jewellery brand Bulgari is now live with a new website to maximise its e-commerce channel, having replaced a legacy in-house transactional platform.

Bulgari wanted to offer users the chance to learn more about the retailer, browse, and purchase a range of items, from jewels to luxury hotel accommodation alongside its 228 stores around the world.

It chose e-commerce platform vendor ATG in a competitive pitch over IBM and SAP to provide its software for its minimal extra build requirements and the implementation took around five months to complete.

The ATG Commerce software will enable Bulgari to personalise the online buying experience, allowing customers to find, compare and purchase products as well as register for gifts and pre-order products. The luxury retailer is now also able to offer exclusive deals to promote customer loyalty.

"As a leading luxury retailer we wanted to develop a website that would match our brand in class and style, while also offering customers the best possible functionality when searching and purchasing," said Massimo Paloni, IT director at Bulgari.

A recommendations module, ATG's Affinity Selling, is designed to make automated and dynamic recommendations to customers, based on their behaviour and the buying habits other people in a customer's market segment.

Paloni said: "We believe in fostering very close relationships with our buyers," adding that the new platform was judged best for "personalisation and tailoring our online presence to each customer's needs".

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