Burberry digital drive paying off according to latest results

Burberry digital driving paying off according to latest results

Burberry has reported strong results in the third quarter to 31 December and has said that its digital drive is outperforming other areas of the business.

Its revenues stood at £528 million (AUD$969.6m) for the period, which is up 12 percent compared to last year.

The high end retailer has invested heavily in customer facing technologies, as well as back-office platforms, in a bid to drive sales.

For example, in partnership with Google, the luxury fashion company launched 'Burberry Kisses', which allowed users to capture and send their kiss to anyone, worldwide. It also used Apple iPhone 5s to film its Spring/Summer 2014 women's runway show, sharing images taken backstage via Twitter through 'Burberry Beauty' booths.

Burberry also ran 'customer 1-2-1', where sales associates could create and view customer profiles using visual wardrobes, and record product and fit preferences.

(RELATED: Burberry joins list of first advertisers on Instagram)

With regard to the back-end, in 2009 Burberry successfully completed the rollout of SAP to the entire business, which it claimed saved the company £50 million. It was also revealed last year that it is using SAP's in-memory platform HANA to run real-time analytics and profile customers.

Burberry also highlighted that it will invest approximately £70 million in 2014 in IT, which it believes to be a real driver of growth across the business.

In its latest results, which covered the festive period, Burberry said "digital outperformed", which was enabled by investment in areas such as service (including additional languages) and collect-in-store.

The results also highlighted that traffic remained weak offline but grew online, which Burberry said reflects "evolving consumer behaviour".

Related articles on brands using data analytics

Comments

Comments are now closed.

Supporting Association

Awesome. Love the new direction it has taken. and get on apple store download business app "office togo" check it out :-)

BrRafique

Dumb Ways to Die creators launch second game

Read more

I agree with Geoff, more often than not the technology is blamed for poor results instead of poorly conceived strategy. Innovative techno...

Wojtek - nomadic.uno

Arts Centre Melbourne iBeacon trial disappoints

Read more

This is an interesting case study on why it is absolutely crucial to have a deep understanding of customer experience and how the integra...

Andrew Ngui

Arts Centre Melbourne iBeacon trial disappoints

Read more

As a Melbourne based Marketer, I trialled this demo from the Arts Centre, it was pretty innovative using passes with the iBeacon technolo...

Geoff B

Arts Centre Melbourne iBeacon trial disappoints

Read more

Yes, Digital Marketing is more or less blased by the Social Media as it is described. Social Media is a medium to connect with the entire...

Tamara Watson

4 digital marketing trends to watch from GroupM's Rob Norman

Read more

Sign in