Digital Customer Experience Strategy for Burberry

Customer Experience Strategy
INTRODUCTION
Customers experience strategy focuses on an effective action plan to provide a
meaningful and positive experience to customers through making use of effective
communication and enhancing there interaction level. The current scenario of
COVID-19 has lead out a negative impact on the fashion industry in form of many
restrictions and lockdowns thus, more effective and better use of Digital customer
experience is required to improve communication with target customers at global
level. Therefore, current project is based on Burberry group plc which is well
known British Luxury hose having its headquarter in London, England which
focuses on enhancing digital customer experience.
Choice of global consumer
The global consumers tend to have a very complex and dynamic nature of demand and
expectation that keeps on caning especially in fashion industry. The dynamic and complex
nature of a global consumers is based on a number of factor which composes of price, quality,
accessibility along with brand reputation and promotion strategy. Thus, it is difficult to fulfil
all the expectation of a customers at a global level. In context of Burberry company, its choice
of target consumer is based on customers who likes to prefer best quality luxury products
even at a high pr premium price. Thus, the target and choice of customer of Burberry plc
comprises of the someone who wants a luxury product while being attractive, fashionable and
functional through weaning an exclusive and luxury branded product. Further, Burberry
targets both males and females at global level from all age groups but still it emphasis more
on young women as they purchase more fashionable products and other accessories. Thus, the
main target segment of Burberry at global level is focused in upper class, elite young males
and females who wants to look stylish and exclusive through buying a luxury product.
Assess of customers digital activities at
the various digital touchpoints
The main target customers of Burberry comprises of elite young people who tends to
have a high access to various digital platforms. Thus the target customers of Burberry
seems to be very active on various digital touchpoints which consists of various search
engine optimization, websites, and social media channels. Beside this, access of
customers digital activities in digital touchpoints of Burberry also includes and
incorporated by mobile applications, blogs, and emails, as well as live chat. Thus, an
analysis can be made that an efficient level of access is seen of the target customers of
Burberry on various digital touchpoints which is providing any point of interaction
with a customer or potential customer at any stage of the customer journey. Thus, a
high access and use of Digital touchpoints are seen to which lead to engaged
customers engagement by Burberry with the use of online website, ads, search engine
results, social media, and more
Digital customer experience
• Kim, E., Beckman, S.L. and Agogino, A., 2018. Design
roadmapping in an uncertain world: Implementing a
customer-experience-focused strategy. California
Management Review. 61(1). pp.43-70.
• Hinnenberg, M. and Löfstedt, N., 2017. Opening the
Black Box of a competitive customer experience
strategy. Journal of Digital Banking. 1(4). pp.321-328.
•
On the basis of above poster a conclusion can be made that the term customer
experience is mainly related and associated with the sum total of the
interaction that a customer had with a business orgnisation at pre and
post sale. Further, it has been summarised that use of various digital
market place and touchpoints are made by a company to enhance its
interaction with target audience which comprises of use of online
website, Instagram, Facebook, etc.
Use of various digital touchpoints and digital marketplace is made by Burberry to
provide an enhanced level of digital customer experience to its target audience at
global level a discussion of which is provided as below:
Online website- Burberry is having a very attractive and user friendly online
website that provided all the product and brand related information to its
customers. Apart from this, online is most vital marketplace to enhance customer
experience as it mainly provided all required information about the brand and its
exclusive way in most convenient way thus, leads to better interface with
customers.
Facebook- a million of people at global level is having Facebook account thus,
creating a Facebook page offer a viable marketplace and digital place for
customers of Burberry as it is a great free marketing tool for businesses. The
Facebook leads to and provide listing of all product offerings and services along
with giving and sharing links, images, and posts on a customizable page to give a
better sense product and brand to customers to enhance their customer
experience.
Twitter- use of twitter as digital place is also useful for Burberry to have
connection with its customers at global level through its attractive blog and all
product updates to a larger target market. Use of Twitter offer a Brand-centric
profile along with better way to interact and respond to enhance the digital
customers experience of target audience.
Instagram- it also leads to effective customer experience by the way of use of
Hash tags to boost awareness in an interactive way.
Mobile app- Use of Mobile app leads to an advertising medium and digital
marketplace drive e-commerce, or simply help connect a brand with its loyal
customers for Burberry Plc.
Strategies to engage and enhance digital
customer experiences
Following two digital customer experience model can be adopted by Burberry to
engage and enhance digital customer experiences for its target audience:
Use of integrated digital marketing strategies provides an efficient digital
customer experience for the target audience of Burberry through the integration
of multiple marketing strategies to form a cohesive online approach which
typically entails web development and design along with use of search engine
optimization (SEO) and search engine marketing.
Email digital Marketing are viable and can be efficiently used by Burberry to
enhance digital customers experience of its target audience as through the help of
latest blog posts through weekly newsletters, engaging readers with email only
contents and promoting products and services through emails are few of the
email tactics which can be used by Burberry to enhance customer experience.