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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in