While most brands are starting to grasp the concept of integration or multichannel, Burberry subverts the traditional interpretation, resulting a beautiful flagship store.
As described in new media age’s first impression of Burberry’s new flagship store on Regent Street, Burberry has created an offline store inspired by its online store, subverting the multichannel strategy often adopted by retailers that have a high street presence.
But more than that, Burberry has plans to use technologies such as RFID and social media monitoring to help build audience profiles and create personalised experiences in-store and online.
As stated in the review, it is a great example “of beautiful, meaningful innovation, not just innovation for the sake of it. It shows that building up data and audience profiling can be sexy and creative, if done through the eyes of a brand that knows who it is and wants to be.”
CEO Angela Ahrendts also stated that the company is now ‘mobile first’ and said anything it now planned to do would always be launched on mobile devices first.
Burberry is not alone in this statement as brands speaking at Facebook’s first UK-based conference for retailers this week similarly agreed that they were moving towards a mobile first strategy.
But where Burberry stands out above the rest, and perhaps this has been accelerated as the company has been expected to announce profit warnings, is that it’s already put its money where its mouth is, investing in mobile technology in-store and functionally as well as within its marketing spend.