But most interesting was the creation of their first social native product line titled "B Series".
This post is a case study on how brands can use omni-channel retailing strategies to deepen relationships with customers and ultimately drive sales.
Creating a Digital First Product Campaign: Knowing Your Customer
To create a successful omnichannel retailing campaign, you need to know your customer.
It’s clear that Burberry not only has a deep understanding of the luxury market as a whole, but also a keen self-awareness of where they are and where they want to go.
According to a study by Mckinsey & Company, "We expect luxury sales to more than triple by 2025, to about 74 billion. This means that nearly one-fifth of personal luxury sales will take place online."
Young consumers drive the luxury market Burberry competes in. And they know it.
“In 2018, 100% of growth in the luxury market was driven by Generation Z and millennial consumers, compared to 85% in 2007.” - Burberry Annual Report 2018/2019
Burberry has made young shoppers a top priority, influencing not only the products they choose to develop but also the channels they focus on.
Know Your Customers
Barilliance helps e-Commerce stores identify site visitors as individuals, and creates a full 360 profile including merging past offline and online purchases, pages visited, emails interacted with, product interests, and demographic data in one place.
Selecting the Right Channel for an Omnichannel Retailing Campaign
Customers are using more channels than ever before.
This is true in Burberry's specific niche as well. The same study Mckinsey & Company found that the number of touch points in the decision journey continues to increase.