Analysis of uk.burberry.com website

This study provides an overview and analysis of the website uk.burberry.com, focusing on its design, usability, and performance. It also explores the use of business intelligence and web analytics in improving the website's effectiveness.

Running head: BUSINESS MANAGEMENT
BUSINESS MANAGEMENT
Name of the Student
Name of the Organization
Author Note

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Executive Summary
The main aim of the study is to describe and overview the website of uk.burberry.com
intelligence of business and how it has been linked with the data of web analytics. There are
some charts, graphs as well as structures which will be describing all the relevant paradigms,
models as well as frameworks especially for understanding the behaviour of all the visitors and
the website usage. It will also be describing the business performance and the decision making of
the business as well.

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Introduction
Burberry Group is mainly a British luxurious house of fashion having its headquarters
situated in London, England. The main house of fashion have its main focus as well as
distribution of several trench coats, out wear which are mainly ready to wear, accessories of
fashion, several fragrances as well as cosmetics. It has its actual focus upon the development of
the attire for outdoor and the house of fashion has been seen to have moved into a higher market
of fashion. Burberry is actually a particular brand of fashion which is mainly known to a huge
number of people across the entire world (Nguyen and Bug 2016). Burberry which is a British
fashion brand is considered to be one of the highly recognised luxurious labels of clothes within
the whole world. It has been known to be started in the year 2006 and this particular company
has its main aim towards reinventing itself as a digital enterprise which will be based upon “end
to end”. Burberry has been listed on the particular Stock Exchange of London and also forms a
constituent of the FTSE 100 Index. By the year 2015, it has been observed that Burberry has
been ranked 73 as per the report of interbrand’s best brands globally. Burberry also has a
number of stores in around 51 countries in the entire world. The official website of this company
is uk.burberry.com.
Analysis of uk.burberry.com website
The working of the website of uk.burberry.com is quite similar to some of the other
websites like that of Amazon.com capable of presenting a number of categories of several
products of several brands (Kingdom, 2019). It comprises of several items involving clothes,
accessories, cosmetics, bags and several other products belonging to a number of brands. But this

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particular site has the capability of delivering a special kind of coat known as the Trench Coat
(SOLIMÈ 2014). It has been noticed that the site of Burberry is mainly the particular site which
takes the longest time for loading. Apart from a variety of products as well as services which are
seen to be provided by this site, there are some parts which are needed to be improved. First of
all, a strong identity of brand must be established and the value of brand is to be maintained.
There must a much better navigation and the search bar must be broad sited. There are several
big images within the website and all the sizes of these images are needed to be greatly
optimized so that the time of loading decreases to a great extent (Straker and Wrigley 2016). The
site is needed to be very much selective at specially the website content and also the visual so
that it can help a lot in attracting much more audience and hence helps in encouraging for a much
deeper browsing. This website has a good mobile compatibility and hence it can be easily
accessed with the help of mobile phones. But there still remains the problem of greater loading
time. It takes a lot of time to load while opening in the mobile phones (Bruzzi and Gibson 2013).
However, the information present in the website is quite organized as well as presented in a well
manner and this has made it good as per the usability has been considered. It can be said this
particular website is quite a user-friendly one even though it comprises of less headings as well
as subheadings. Appropriate use of lists has helped a lot in breaking up all the text and thus it has
made all the readers very much easy to scan (Stuart 2013). As per my view, the website
comprises of an appropriate contrast in between the website’s background and all the contents
and this can be considered as one of the most important principles of web design which has not
been overlooked in this particular website (Molla-Descals et al. 2014).

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Business intelligence and Web analytics for uk.burberry.com
The British brand of fashion Burberry is considered to be a highly recognized as the label
of luxurious clothes which has been started in the year 2006 (Wadleigh, Drew and Moore 2015).
The main strategy of Burberry is to actually utilise the technology of Artificial Intelligence or AI
and the Big Data for hugely boosting a huge number of sales as well as satisfaction of the
customers. It mainly does this by asking all the customers for sharing data voluntarily with a
number of reward programs. This particular use of technology as well as several tactics are
confined usually for online retailing in a setting of bricks and mortar (Geerts 2013). The
particular insight is actually the impact which all the images of the product have upon the item’s
sales which performed in a well manner within the store but it is not so as the website is
considered (Busnaina 2014). After proving the main concept of the technology led, luxurious
fashion and the enterprise of retail, with both personalisation as well as direct initiatives of
marketing, Burberry has finally spoken about all its several plans for rolling out the technology
of AI into some other operation areas like production and the development of the product. All the
solutions of business intelligence help a lot in analysing huge amount of data which are seen to
be coming from the web (BORSBOOM, CASE and LAWSON 2018). The solutions of web
analytics are very well equipped with several interfaces which are fully worthy of the
intelligence of business. Business intelligence mainly involves all the techniques used for the
purpose of identification, extraction and business data analysis which are mainly based upon
computers like all the revenue of sales of all the products (Wei 2015). As per the online activity
of the company and then the addition of data which are generated by the information system of
the company, it has been made very clear that Web Analytics is actually Business Intelligence
(Shen, Vel and Khalifa 2016). It can be said that business intelligence is mainly a process which

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can utilised and on the other hand Web Analytics is finally the solution. The quality of the engine
of database and the reproduction of data has made it totally possible for carrying out all the
analysis which are very much advanced and different types of cross analyses, while at the same
time remain accessible to the end user (Çizmeci 2015). This actually the perfect point where a
large number of solutions of web analytics remain solutions which are reporting and have much
difficulty while becoming the solutions of business intelligence.
Fig 1
Source: (Kingdom 2019)
Fig 2

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Source: (Kingdom 2019)
Web site usage and business performance
The website of the company is seen to have been utilising a framework of SAFS and the
strategy of the company’s website can be summarised by the suitability, acceptability, feasibility,
and sustainability (Parsons 2013). The website of Burberry has been able to identify a huge
significant growth in opportunities across of its channels and products (Straker and Wrigley
2016). Central particularly to this are actually all the different plans which will be helping a lot in
enhancing growth and in improving the productivity in the areas like product and retail involving
the excellence of the Omni channel. Acceptability will be involving the extension of the digital
prowess into the leadership of e-commerce. The main focus remains upon the continuation of the
growth of the website of Burberry with the help of incrementing conversation mainly the mobile
and the penetration of driving of e-commerce while both improving as well as integrating the
online experiences of all of the customers (Webber 2018). Feasibility mainly shows all the
initiatives of e-commerce expected for accounting about another third of the growth of revenue.
There is a long loading time which has been tested which is one of the greatest disadvantages of
the website of Burberry. A closer look can be obtained by looking at the chart of Interest over
time as provided by Google and one can be able to notice the correlation in between the
performance of the website and the popularity of it.

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Fig 3
Source: Kingdom, B. (2019)

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Fig 4
Source: (Kingdom 2019)
It has been noticed that the recent loading time of the website is about 6.06sec which is
very much longer than some other competitors. It has even been noticed that the particular video
which has been embedded is not so prominent on the particular website. Hence, it can be
recommended here that if the usage of video is either decreased as well as eliminated then the
problem can be solved easily. Here, the bounce rate of the website can be looked upon. There is
a great relationship in between the experience of the user and the rate of bounce as it mainly
reflects the interest of the visitors within the website. It has been observed that the bounce rate of
the website is about 45.65% and this one is still considered to a zone which will be very much
safe. But all the competitors are looked upon, then Burberry is not at all doing quite well
apparently. The problem can be solved by incrementing the readability of the website and by
adding a number of buttons of CTA and thus making the particular website a storytelling like and

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this will be helping a lot in keeping into fresh for attracting several returning customers. It has
been observed that for raising the value of brand and the awareness of brand too among all the
targets who are very much younger, Art of Trench has been launched. Due to this particular
campaign which mainly made digital, it can be said that Burberry is very much successful in
setting a particular trend of fashion with the iconic coat of trench. The graph below mainly
shows the popularity or rather the number of visits of the artofthetrench.burberry.com over time.
Fig 5
Source: (Kingdom 2019)
It has also been observed that the number of visits of the website monthly for this
particular site has greatly dropped to a great extent from the year 2015 to March 2016.
Additionally, it can be said that the rate of bounce is quite high about 56.15%.

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Fig 6
Source: (Kingdom 2019)
The website comprises of a user-centered design which is mainly a particular philosophy
which has the capability of identifying each individual user as a variable which will be
fundamental capable of powering any kind of particular design. As a particular design model, the
design which is mainly user-centered uses a number of methodologies which mainly provides an
information mostly a pertinent one about a number of individuals who will be engaging in any
particular system or product which has been created. This particular model of design has been
capable of placing a focus mainly a direct one upon all the individual users throughout the entire
planning and the development of the system or product. Thus this particular design which is
mainly user centered has helped a lot in developing a particular several products which will be
very much usable as well as beneficial for all the users who are very much prospective.

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Fig 7
Source: (Kingdom 2019)
In the year 2017, it has been seen that for re-energising the brand as well as for winning
with all the influencers of fashion-forward, several products are being evolved for changing
signal as well as attracting the attention of several luxurious customers. Communication has been
evolved which has been led by the product and has been made for social media. Products are
seen to be placed at the centre of the communications and all the digital and social media are
leveraged for conveying full new energy. The company has revolutionised the digital proposition
by properly displaying all the highly curated assortments of products, stories which are
personalised and website editorialising for enhancing the engagement of the consumers. There is
even an improvement in the Omni channel experience which allows for the flexibility of the
customers over all the delivery options or payment options by switching seamlessly in between
the physical and the digital one. There is even a strategic growth as well as strengthening of
partnership which is mainly digital with all the partners which are mostly brand appropriate.

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Fig 8
Source: (Kingdom 2019)
Conclusion
It can be concluded that there have been an immense development in the particular
website which has helped a lot in attracting huge number of customers, but there are still certain
area which are needed to be taken care of and improved. The marketing goal of the website
mainly involves awareness of brand and customer interaction and promoting certain campaigns
online like ArtOfTheTrench. Its aim is to attract as many new visitors as possible and maintain
properly while steadily raising the number of visitors returning. Another goal involves a huge
increase in the engagement of social media platforms.

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