Burberry: The digital pioneers | Marketing

Burberry are the UK’s largest luxury-goods makers, and are one of the pioneers when it comes to implementing digital advances within their stores, collections and brand identity. A report by Exane BNP Paribas states that Burberry remains the global leader in digital luxury, in a luxury market saturated with laggards. The company is excelling in e-commerce strategic reach, and is top of the league in terms of the digital customer experience with online purchasing process and website navigation.

Burberry has seen growth in this sector with the help of investments in initiatives such as click-and-collect, where customers can collect items they order online at a store. Retail revenue for the brand rose 9% to £370 million in the three months through June, and were the first European luxury company to report sales for the quarter.

Their digital strategy has been fundamental to this process, making the brand one of the most successful examples of a luxury brand that has embraced digital channels to deliver a unique experience for their consumer. Burberry have delivered this digital strategy through live-streaming their catwalk shows, forming online communities and creating viral social media campaigns allowing the brand to be seen by the masses. Burberry have achieved market dominance in a market that has been affected by the downturn economic climate, and posted a £2 billion revenue in 2012.

The brand continue to be a trend setter within the industry, paving the way for digital marketing and services for the future of retail.

Check out this informative article here, explaining just why Burberry's digital strategy is so good.

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