Burberry’s innovative digital marketing helps maintain brand strength

Burberry has revealed how its digital marketing investment has helped to boost the strength of its brand.

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.

Outgoing Burberry CEO Angela Ahrendts was credited with driving Burberry’s digital strategy.

“While we remain vigilant about the external environment, we will continue to invest in front-end opportunities within our brand, digital and retail strategies, to drive sustained, profitable growth and enduring customer engagement over the long term,” she said in Burberry's interim results for the six months ended 30 September 2013.

Meanwhile, the company said that it will continue investing in its digital capabilities online and offline in response to consumer demand.

“Orders via iPads in-store and “order online, collect in store” are enabling increased conversion and average transaction values,” the company said.

“Burberry continues to explore improved fulfilment and payment methods as consumers’ shift more spending online.”

Burberry’s total revenue increased by 17 percent from £883 million in 2012 to £1,031 million in 2013, according to the latest results.

Copyright © 2013 IDG Communications, Inc.

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