Burberry's Data-Driven Customer Experience

This assignment examines Burberry's strategic approach to customer experience, focusing on their utilization of big data and analytics. It explores how Burberry leverages data to understand customer preferences, personalize interactions, and improve both online and offline shopping experiences. The analysis highlights key strategies implemented by the brand, including digital marketing initiatives, customer service enhancements, and efforts to build brand loyalty.

DATA HANDLING AND BUSINESS
INTELLIGENCE
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BUSINESS INTELLIGENCE AND IMPROVING MANUFACTURING
Entrepreneurs: John Peace (Chairman) Christopher Bailey (CEO and Chief Creative Officer)
David Amerland
1st April 2013
Data helps Burberry engage customers wherever they are
Big Data is powerful as well as it is hard to enclose; hence do not look out on the power of
the small data which can be easily compassed. Almost more than 800,000 people and more than 15
million subscribers have promoted Burberry as the one of the competent luxury brand on Facebook
as well as on Instagram. The company has been growing because they know who their customers
are. In this context, Paula Rosenblum (who works as a managing partner at Retail Systems
Research, a Miami – based retail technology analysis firm) said that “customers have the
willingness to deal with other aspects with specific privacy values”. Burberry has created a unified
customer experience driven by data through keeping consumers active on social media.
The customers of Burberry always derive value from the brand which further assists in
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getting positive experience of the services. Sales assistant of Burberry brand uses computer systems
and other equipments so that personnel members can record customer experience and feedback.
Staff members of Burberry can greet the customers through name as they have information about
individual purchase history. Twitter posts also helps in recording the data about fashion trends.
Customers can also use their own devices for giving their suggestion to the company. Burberry has
also attached radio frequency identification tags to all the clothes for the purpose of triggering
interactive videos.
Burberry is also regarded as efficient brand which has its exemplary clothes 'the trench coat'
and this has reinvented marketing aspects for the customers especially in digital integrated Regent
Street store of London. This has been done by personalizing customer experience at the time of
using Big Data. Regarding this, it has been evaluated that personalizing shopping experience for
any brand is the most effective method of engaging the customers. This is an apparent fact that
customers feel a part of the brand when their shopping experience is actively entertained. Hence,
Burberry has proved that they are delivering unique experience to its audience. In this context,
Burberry's chief executive Angela Ahrendts said that “walking though doors is merely seems like
accessing the website”.
To deliver better and prominent value to the customers, the Burberry store has incorporated
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the several tools like as digital technology such as hidden speakers, attractive mirrors and enticing
floor. Along with this, the another creativity can be observed in the use of chip technology where
Burberry helps the clients to get products from the store. In all the categories of clothes like jackets,
coats and hats, digital chips are attached and that can be scanned by smartphones and tablets. At the
time of scanning clothing materials, several mirrors gets converted into screens and at the same time
it plays a video which depicts entire aspects about the product. It shows the entire process of
dressmaking. Thus, it can be said that Burberry stores are not merely stores as they are more
integrated to luxury showrooms. All such provisions have been added in the service list so as to
satisfy the customers on higher extent. In order to acquire effective customer experience, Burberry
has to make arrangement of in-built computer memory system to analyse important data about the
customers and this helps the sales representatives to observe the preferences of customers on
different products and services.
Therefore, the saying “right offers should be given at right time” holds strong position in
business world. The method of purchase has changed which has created a strong foundation for
sales and that further results in brand loyalty. Mobile can be used as a source through which this
connection can be developed. Regarding this, CEO of Blippar (Ambarish Mitra) said that “we all
live in that world which is not going to change by any aspect. Further, this helps the companies
to convert advertisements into mobile content”. He further added, that it is essential for us to link
with the end users so as to develop a identity between brand image and physical services which is
more feasible for customer convenience and brand value.
Big data has promised to bring a new sphere of science to manage the business aspects and
other necessary processes. Big data is significant because it adds fresh insights into company's
operations. This is further also useful in undertaking strategic business decisions. But this
application of small data posses the aspects through which numeric data can be turned out into
actual figures. Burberry has started using this data – driven approach in its business operations
similarly in the ways traditional retailers do. Therefore, this is refurbishing stores of Burberry for
the purpose of creating better customer experience. This plays crucial role in strengthening internal
communication system because the screens are connected with the store head office. This has also
helped in installing audio visual customer information screens and this is further managed by
providing iPads to the personnel members. It also uses tools of digital media for the purpose of
including the target audiences which further assists in grabbing information about the store and
cross purchased systems. All such can be connected with the iPads. As a result, any employee can
identify any client coming in the store almost all the time when they enter in the store. This helps
the staff members to know what the customers have purchased and along with this, they also ensure
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that if customers are satisfied with the product experience
Moreover, this is a category of personalization which assists the luxury brand to deeply
engage the customers that seeks different variety of services from the brand. Burberry has also
launched its social media applications along with the Milan and London fashion shows. This has
created a mobile experience that further reflect its prestige. Hence, for such purpose, it is utilizing
all the collected data for analysis of the business. Hence, it is clear that specific data is utilized in
different manner.
Apparently, terms and conditions of luxury marketing are transforming; however earlier
luxury items used to be sold among people exclusively with the help of several selling materials.
Nowadays, also products are sold exclusively; but they are approachable without losing the concept
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of sophistication. This has also helped the brand to find out different ways of approaching, engaging
and interacting with the customers. Further, the dimension is also used for boosting the brand value
of Burberry.
Burberry as well as Caesars both have converged the same space for the customer; however
they have various differences; still they do things in same way. This has also enhanced strengths and
used data is integrated to expand the business in different areas. This stated that, the outcomes
derived are amending the ratio of profits and revenue especially when others are engaged lowering
down the estimates during the difficult stage of the economy. In the year 2012, on Interbrand's
index, Burberry became the fastest growing luxury brand. In this respect, CEO Angela Ahrendts
said that, “ the quality of our sales has been improving even the traffic is down. She also added
that we are getting the value of higher transaction; hence we are emphasizing on conversion
rates”. Further, it is also added that big data is useful in changing the business scenario in prominent
manner. Burberry also aims to analyse the preferences of customers as per their demands and habits;
thus this increases the frequency of customers to the Burberry stores and at the same time people
get more connected to the brand.
THANK YOU
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JUSTIFICATION OF THE SOURCES USED
The journals used in the present study are useful as that gave exhaustive information about
data handling and business intelligence. The research materials seems to be significant because that
has given proper analysis about customer services of Burberry. While preparing the study,
researcher viewed several articles and among all the sources the used articles were the most
authentic ones. Burberry has been using data driven approach for the purpose of enhancing the
strategic decision making ability and this is also helpful in managing business operations in
effectual manner. The article of “Data helps Burberry engage customers wherever they are” seems
to be highly significant for the study as it gave information about the sources that can be adopted for
the purpose of getting in depth knowledge about the customers. With the help of these sources, it
has been identified that shopping experience of customers is improving as the business entity is
getting all the information about the needs and demands of customers.
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COMPARISON WITH ANOTHER JOURNAL
Another journal “Burberry's Blurred Lines: the integrated customer experience” by Scott
Davis has given information about customer experience and satisfaction; but that has not been
considered because it did not include the customer experience regarding online and offline
integrated services. The journal is based on comparative analysis. The historic transformation of
Burberry is well informed through several interviews and articles. Regarding this, Angela Ahrendts
CEO of Burberry stated that, luxury stores of Burberry has brought several changes in the digital
marketing where customers can experience innovative things that are associated with the brand
dimensions of Burberry. However, on the other hand, the journal given by David seems to be more
useful as that has information about customer satisfaction and experience.
That was one of the easy methods for Burberry to develop new leadership team in the year
2006. In other journal of Thomas Hobbs 2016, it is being mentioned that now the brand (Burberry)
will emphasize on enhancing the level of customer satisfaction so that loyalty level can be increased
and this can also maximize company's approach for more digital processing. The brand will also
focus on marketing so as to get people towards the brand. CEO Christopher Bailey contended that
Burberry is perceiving to grow in luxury brand sector and he also added that the same area will
amend its value by around 2% in the current year. Bailey also said that “we wish to accentuate more
on local consumers so that they can get back to us for more services”. He further added that “the
today's customers do not give more importance to service relationship as they are more focused
towards better service provision” which also improves retention and loyalty. He admitted that
Burberry's is lacking somewhere in enhancing loyalty aspects from the end users.
CONCLUSION
On the basis of entire study, it can be evaluated that Burberry has been emphasizing on
better customer services so that to retain them for longer time span. The entire study has reflected
that service provisions of the business are getting promoted for the purpose of enhancing the level
of customer loyalty. The journals used in the study clearly specifies that to achieve competitive
scenario, differentiated services are required to be introduced by the business entity.
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