Analyzing Burberry's Customer Experience in the Digital Market

This report provides a comprehensive analysis of Burberry's customer experience strategy, focusing on the fashion industry's digital transformation. It begins with an introduction to customer experience and the impact of the COVID-19 pandemic on the fashion industry, specifically highlighting the shift towards digital markets. The report then delves into the understanding of customer journey maps, outlining the various stages from pre-purchase research to post-purchase retention, and emphasizes the importance of mapping customer behavior to enhance their experience. The influence of key digital technologies on customer experience is explored, detailing how digital platforms affect customer awareness, consideration, purchase, and retention stages. The report examines Burberry's objectives and key performance metrics, concluding with an analysis of how Burberry can improve its customer experience through effective digital platforms and strategies. The report critically evaluates the touchpoints such as websites, advertisement and email and their impact on sales.