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!

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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

I was in need of an urgent loan for my business and to settle a debt i owed a business partner in Europe, i tried to apply for a loan but...

Nikita Nikki

CMO interview: Data-driven marketing at a home loan provider

Read more

I was in need of an urgent loan for my business and to settle a debt i owed a business partner in Europe, i tried to apply for a loan but...

Nikita Nikki

What this creative director really thinks of CMO tenure and digital change

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in