|Photo by: Mparweo via Wikimedia Commons|
Iconic British high-end brand Burberry is in the process of reinventing itself as an end-to-end enterprise through artificial intelligence and big data. The strategy aims to boost customer satisfaction and the company’s sales.
Burberry is a British luxury fashion house with headquarters in London, England. Its main fashion house focuses on and distributes trench coats, ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.
The tack is done by asking customers to voluntarily share data through a number of loyalty and reward programs. This information is used to offer personalized recommendations, online and in-store. If Burberry knows that a customer has recently bought a particular coat, for example, then assistants will be encouraged by the app to show them a handbag that is popular with other buyers of the coat.
Products in their 500 stores spread across 50 countries are also fitted with RFID tags that can communicate with shoppers’ mobiles, giving information about how items were produced or recommendations on how they can be worn or used.
As CEO Angela Ahrendts stated, “Walking through doors is just like walking into our website,” this tactic of using technology is to let consumers feel the brick-and-mortar ambiance even while purchasing online.
The clothing brand announced that their investment in 2015 for personalized customer management programs resulted in a 50-percent increase in repeat customers.