RetailT


echnology


FURLA PROTECTS GLOBAL BRAND L


uxury Italian accessory brand, Furla, has selected MarkMonitor


to centrally manage a companywide online brand protection programme involving product, distribution, and advertising. The global company, that prides


itself on skilfully handcrafting its designs, will use MarkMonitor technology and expertise to tackle product counterfeiters and illegitimate search engine advertisers. The technology developed by


the Thomson Reuters Intellectual Property & Science business is able to monitor more internet channels than Furla can manage independently. With counterfeiters operating over a wide array of online channels including business-to-business exchanges, e-commerce sites and marketplaces and message boards, it is crucial for Furla that these


are monitored, and those results are analysed and prioritised for appropriate enforcement. Eraldo Poletto, Furla chief


executive, stated: “We are extremely dedicated to protecting the image of our brand, built on 85 years of high quality Italian design. It is vital that our distributors and customers can be confident they have bought the genuine, authentic Italian article when choosing Furla. MarkMonitor will help us to proactively identify and tackle any potential online problems and we trust the technology and services they provide will help to optimise our global business operations and protect our longstanding brand values.” Charlie Abrahams, MarkMonitor


vice president in Europe, Middle East and Africa, added: “We will use our holistic approach to help protect the Furla brand and its customers.”


HOTEL.INFO BOOSTS MOBILE CONVERSIONS T


he global site of German hotel booking platform, hotel.de, has


increased sales conversions by 25% and recorded a year-on-year surge of 71% in mobile bookings using the Netbiscuits Cloud Platform. Hotel.info first used the Netbiscuits


Cloud Platform to connect with the mobile world in 2011. Prior to implementing the system, the site faced a number of challenges, in particular the time taken to develop and launch new sites and deploy new content. Additionally, catering to the extensive


range of browsers in the market and ensuring that the website worked for every customer required more time and resource than was available. The Netbiscuits development


framework and device library facilitated the quick and cost-effective launch


www.retailtechnology.co.uk


of one mobile site operating in 17 languages across 190 countries that also worked across any device. Thomas Wawrzacz, mobile product


manager at hotel.info, commented: “We looked at different providers prior to going with Netbiscuits, but ultimately they provided the best solution for us. The technical expertise offered by Netbiscuits allowed us to implement a mobile strategy quickly and comprehensively. This, along with the around-the-clock support offered gives me confidence that we can continue to deliver a mobile strategy no matter what devices are launching in the future that is in line with wider company objectives.” The deployment has ensured that


hotel.info can meet the growing need for a mobile website in the hospitality


sector. According to figures from Google, the number of visits to hotel websites grew by 120% (smartphone) and 306% (tablet) in 2012 alone, while 23% of all visits to hotel websites came from mobile devices in 2012. Hotel.info recently revealed that 50% of hotel bookings made on mobile phones are for the same day. The convenience of the mobile web


has lent itself heavily to last minute bookings and, in order to maximise mobile revenue, a site that is quick to render, optimised across devices and contains clear links to contacts and locator maps is a must. Following the success of the Netbiscuits implementation, hotel.info was announced the winner of the Mobile Tech Award 2012 for the best hybrid app.


Autumn 2013 23


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