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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in