Murphy&Nye and sailing: a historic connection that dates back to the early 20th century when in 1933 Jim Murphy and Harry Nye Jr. founded their sailmaking company specializing in leisure sails in Chicago. In a short time, the company decided to leverage the expertise it had in making racing sails to produce a line of highly technical, handcrafted clothing. This marked the beginning of Murphy&Nye’s story, and when it became part of the Sixty Group, it quickly became a market leader with authentic and original collections, expanding to over 700 retail outlets worldwide.
For Murphy&Nye, AEFFE Lab has developed a comprehensive project that encompasses full outsourcing e-commerce management and omnichannel integration between retail and the web. We have created a website that provides a seamless and intuitive browsing experience, optimized for mobile, with an attractive and functional design. We take care of the entire customer journey: from product discovery to order processing and post-sales support.
We are actively working to enhance the indexing of the Murphy&Nye website and catalog on major search engines. A comprehensive industry study will enable us to improve the site’s long-term performance and position the brand competitively in key and relevant searches within the sportswear sector, particularly focusing on sailing and outdoor activities.
The website is designed to seamlessly adapt to all devices, enhancing the smartphone experience. We have also developed an interactive application for the touch-screen kiosks in the stores, allowing engaging communication with consumers. They can receive personalized messages in the store, check product availability, browse the complete catalog, and make purchases directly, conveniently paying on their smartphones.
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