Data Handling and Business Intelligence

DATA HANDLING AND BUSINESS
INTELLIGENCE
1

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
getting positive experience of the services. Sales assistant of Burberry brand uses computer systems
2

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
the several tools like as digital technology such as hidden speakers, attractive mirrors and enticing
3