The Luxury of Personalization

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The Luxury of Personalization

By Nicole Giannopoulos - 01/03/2014
Known worldwide for its luxury retail experience, Burberry wanted to up the ante with a more personalized in-store experience. Since its founding in 1856, the retailer has been focused on “enhancing customer resonance and operating more effectively” through its more than 400 stores worldwide, including retail stores, concessions in department stores and outlets.
Over the years, Burberry has fully embraced and invested in digital both online and offline — a point of differentiation from many of its peers.

To create the personalized experience that it envisioned, including loyalty and clienteling, the retailer decided to deploy iPads throughout its store locations. This enables sales associates to be armed with the tools they need to effectively interact wuth customers, such as consumer opt-ins, shopping behavior, where they purchase around the world, what is in their online basket, what they have said to friends about Burberry on Facebook, and items they want for their birthday.

“This is digital today and it’s really just the ultimate in serving consumers as their behavior continues to rapidly change,” noted Burberry CEO Angela Ahrendts. “I do believe that we are absolutely light-years ahead of our peers because of the investments we have made in this space.”

Optimizing the Digital Experience
The retailer has also rolled out Burberry 360, which allows consumers to shop wherever they want around the world, on whatever platform they want to shop on. Over the past 18 months, the retailer has focused on building its clienteling app, branded as Customer One-to-One, now deployed on every sales associates’ iPad in 300 stores around the world.

With its website as its largest flagship store, Burberry.com now has the ability to carry eightfold what its largest Region Street location can carry.

“More and more customers are shopping online before they go into a store. The odds are, they are going to see a lot of stuff online and walk into that store and they won’t have it, but the sales associates can get it for them and have it delivered in 24 hours regardless — all by ordering it from the iPad for them,” continued Ahrendts. Customers can also choose to buy a product online and collect it in-store at more than 80 locations globally.

The Personal Advantage
In-store, the iPads continue to deliver results, which now drive almost 30% of the online business. The new clienteling tool, Customer One-to-One, is live in more than 300 stores. All of this has helped improve customer service and further drive revenue.

“We are pleased with the momentum in the brands and business in what remains an uncertain macro environment,” said Burberry CFO Carol Fairweather. “We finished the half year with a strong financial position with the goal remaining to drive profitable growth and a further modest expansion of the retail wholesale margin over the medium term as we continue to balance growth, investment and efficiencies with our pay as you go approach
in action."