Burberry continues to ‘blur' online and offline for customers

iPad orders made in stores accounted for over a quarter of digital sales

Orders taken on iPads in Burberry stores accounted for over a quarter of the high fashion brand's total digital sales this year, showing the gains the company is making in creating a seamless connection between its online and offline presence.

The proportion of iPad orders had increased by around 10 percent since last year.

"Reflecting changing consumer behaviour, Burberry continued to blur the lines between the physical and digital, or offline and online, to enable customers to interact with the brand however they choose," Burberry said in its preliminary results for 2013/14 published today.

"For example, orders on iPads in-store accounted for over 25 percent of total digital sales - up from around 15 percent last year."

Burberry described its digital commerce in the period as "strong", and a major contributor to its 12 percent increase in comparable retail sales for the year.

It invested further in its .com site during the year, adding three more languages and improving the taxonomy of the website to make it easier to use and search, and providing more delivery options, including collect-in-store, which other retailers such as John Lewis have also found is a successful way of combining online and offline.

Meanwhile, the company has now implemented its Customer 1-2-1 tool in nearly 400 stores. This allows sales associates to digitally create and view customer profiles using visual wardrobes, and record product and fit preferences.

"Online, both traffic and conversion grew, with the integration of digital into the regional infrastructure driving the growth of sales via iPads in-store and collect-in-store," Burberry said.

The high end retailer has invested heavily in customer facing technologies, as well asback-office platforms.

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

eHarmony should be closed forever for fraud!The success rate of eHarmony is less than 10%.eHarmony is ONLY a 17+ years old obsolete site...


eHarmony: How machine learning is leading to better and longer-lasting love matches

Read more

Krios.io/shop/ ICO relaunch March 14 - April 14 2018. Building a bigger community and more holders will surely move Krios to top exchan...

Mark Dalton

Blockchain pitched as answer to influencer marketing management

Read more

Lok knocks it out the park and predicts the future...“People are starting to understand they own their own data, and this will come to a ...


Data regulation key to marketing innovation

Read more

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

When was this article posted?


Report Reveals the Channels That Really Influence Consumer Purchase Decisions

Read more

Latest Podcast

More podcasts

Sign in