Molton Brown is to replace its website platform with a system from ATG as a step towards its international e-commerce expansion.

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.

The ATG Commerce system is being adopted to create a website that will be more personalised to individual customers and a multichannel user experience.

Molton Brown’s call centre and customer service staff will gain a unified view of the customer, allowing them to close sales more efficiently as customers move between online and offline channels.

Its marketing team will also be able to create targeted marketing campaigns and recommend products based on customers’ personal profiles, purchasing history or activity on the website.

Molton Brown group marketing director Amy Nelson-Bennett said: “Ultimately ATG will help Molton Brown grow profitable sales, modernise our marketing strategy and grow the brand internationally.”

Other retailers using the ATG Commerce platform include Figleaves, Tesco and New Look.