NSAB552B6 Project: Digital Technology's Influence on Burberry PLC

This project report examines the impact of digital technology on Burberry PLC, a luxury fashion brand. The report establishes project aims, objectives, and timeframes, focusing on how digital technology has transformed business activities like marketing, human resources, and operations. It includes a literature review, project management plan covering scope, cost, time, and quality, and a work breakdown structure with a Gantt chart. The methodology employs both qualitative and quantitative approaches to analyze the influence of digitalization on Burberry's processes, including market research, customer engagement, and brand building. The findings and recommendations highlight the advantages and challenges of digitalization, offering insights into how Burberry has leveraged digital tools to enhance its business performance, expand its customer base, and maintain its brand image in the competitive market. The report concludes by reflecting on the value gained from conducting the project and its usefulness in supporting sustainable organizational performance.

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Managing a Successful Business Project (Unit 6)
Project code NSAB552B6
Table of Contents
Introduction
LO1 Establish project aims, objectives and timeframes based on the chosen theme
LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project
LO3 Present the project and communicate appropriate recommendations based on

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meaningful conclusions drawn from the evidence findings and/or analysis
Findings and Discussions
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organizational performance
References
Introduction
About 4 decades ago, in order to meet the ever growing market demands
and expectations and also overcome competitive challenges, organizations
became aware that they needed to increase their efforts across all
departments. With the help of the internet and the online features,
organizations started to gain understanding of the customer demand and
build strong customer relationships. The online features were able to aid
organizations gain great advantages by analysing information, identifying
cost efficiency or managing effective delivery services.
The current business market is almost completely driven by the technological
and digital features.
With the help of the new informational technology and the digital features,
the whole global business environment turned into a barrier-free single
market. This fact does not bring advantages only to businesses, it also
provides benefits to consumers, which are being more understood and meet
their preferences.
In order to achieve success in the nowadays highly competitive market, every
organisation needs to establish their own projects which are based on
effective planning, control and appropriate execution of all business
activities. By grabbing competitive opportunities, organizations manage to
obtain competitive advantage. The main opportunity in the current business
environment is represented by the digital technology, which impacts the
organizations in all its core features: production, administration,
communication, storage and distribution.

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This report is based on Burberry PLC, a company founded in 1856, which
represents a global fashion luxury brand with a distinctive British identity
(Burberry, 2018). The scope of this report is to identify how digital
technology has transformed businesses activities such as marketing, human
resources, operations or accounting.
(Source: Forbes, 2017)
The first part of report establishes the aim and objectives of the research,
along with the research questions.
Furthermore, the report produces a project management plan that covers
various aspects, such as scope, cost, time, communication, etc.
Thirdly, a work breakdown structure is identifying alongside with a Gantt
chart that aids in providing timeframes for research completion.
Moreover, the process of project management is evaluated and also the

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appropriate methods are applied. In order to obtain this, the report uses
both qualitative and quantitative methodology.
And ultimately, based on the project findings, the report communicates
appropriate recommendations, valid conclusions and also reflects on the
project outcomes.
LO1 Establish project aims, objectives and timeframes based on the chosen
theme
Research topic: influence of digital technology on business activities in
Burberry
The business model innovation sees an increased attention in both the
business environment and in research. The business model is able to develop
and capture value for consumers and businesses alongside. Advanced
technologies are considered to play a major role in corporate BMI as well as
medium or small sized organizations. Digital features such as social media,
online platforms or huge data have a crucial impact on organization
processes: market research, identifying buying behaviour, targeting
customers, obtaining large customer base and ultimately creating strong
brand image and generating high profits and revenues.
Research aim: the aim of this report is to highlight the impact of the digital
technology on an organization’s processes
Research objectives: in order to achieve its aims, the research will focus on
the following:
 Conduct an analysis which concludes the advantages or disadvantages
of digitalization
 Assess the impact of digitalisation
 Evaluate the decisions of adopting digitalisation
 Expanding activities based on digitalization
 Increase the business scale

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Research questions:
 Does the digital technology affect the growth of a business?
 How does digital technology aids in service diversification?
Literature Review
This is a part of literature review that includes secondary data, which will be
gathered from journals, books and many other sources relevant to the topic.
Secondary data will be gathered as below:
Theme 1: The digital technology affects the growth of a business?
According to the Shirinkina and Kelchevskaya, (2019), digital technologies refers to
the systems, tools, resources and devices the process, generate and store
data. There are different types of digital technologies that are essential for
business organisation. These are internet of things, artificial intelligence and
many other. All these are essential for company in improving of its business
performance successfully. Technological change can bring regarding
opportunities and advantages for an organisation. Clearly new technology
can develop innovative services and products, therefore developing entire
innovative marketplace for company. This turn to impact on business growth
by increasing customer base, increasing sales, improving goodwill and so on.
These are effective advantages of digital technologies that will facilitate
company by enhancing its growth at national as well as international
marketplace.
Theme 2: How does digital technology aids in service diversification?
As per the view presented by Sordi Schiavi and et. al., (2020) following digital
technologies helps business organisation in improvement of its performance
and productivity. Digital technologies help company in diversification of its
services at marketplace. There are different platforms of digital technology
including social media i.e. Facebook, Twitter, Instagram etc. These platforms
help company in promoting of its services effectively. For example: Amazon
provide their services in Amazon in website that attract large number of
customers towards the brand. Burberry is also used to diversified their
services on their website that has positive impact on their business
performance and goodwill.

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Project management plan
It is crucial for an organization to develop an effective management plan
considering various aspects, such as cost, scope, time, quality,
communication, resources and risk. By adopting an effective management
plan, organizations manage to direct and execute their processes in an
efficient manner, therefore achieve higher results.
About 10 years ago, Burberry was struggling in the high end fashion industry
and was not able to maintain competitive advantage in the market.
In 2006, in order to be at par with its peers, Burberry decided to reinvent the
brand and switch the main focus of the business, by targeting younger
consumers and going digital. The company understood that digital
technology provides help in increasing awareness of the brand globally.
When evaluating the decision of adopting digital technology, Burberry
needed to consider various aspects, such as:
 Scope: by implementing digital technologies within a business’s
processes, organizations are able to perform efficient and effective and
also to develop successful strategies. In the case of Burberry,
digitalization manages to identify the most effective digital channels
that aid in consumer engagement and strong relationship building.
Moreover, by creating a consumer database, Burberry manages to
identify market trends, consumers’ needs and wants and target the
market segment accordingly. Burberry is the well-known image of the
checked trench coat, and before it adopted the digital technology as a
core feature, the company target market was the middle aged
customers. By analysing the trends and engaging with customers, the
company changed its focus to young consumers. In order to create
awareness among this type of consumers, the company needed to
employ a firm social strategy within the digital space, a strategy that

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would target the desired segment.
 Cost: digital technologies require large amount of investments,
therefore organizations need to analyse and plan effective strategies
that involve minimum costs. Burberry’s extent of advertising campaign
was centred around social media platforms such as Facebook,
Instagram and Twitter. The company maintained a constant theme
across all these platforms, however the content was optimized for
each platform, such as: live streaming and product illustration on
Facebook, visuals on Instagram and consumer engagement and
interaction on Twitter. By using and optimizing these specific channels,
Burberry managed to keep cost at minimum and increase maximum
awareness among its new market segment.
 Time: adopting digital technologies can imply a great amount of time.
In order for the digital process to be effective, organizations need to
schedule and develop time frames for the desired goals, which will not
only be able to provide positive results, but will also bring a clear view
of the mission and objective within the company and furthermore to
its employees. By having a clear view of the desired goals, employees
feel more confident and motivated and are able to perform better.
Also, Burberry needs to identify the channels that are less time
consuming, in order to decrease costs and reach their objectives in a
timely manner.
 Quality: As Burberry is a renowned luxury brand, the company needs
to design strategies that will continue to maintain their product quality
and furthermore improve it. By implementing digitalization in the
production or marketing processes, Burberry manages to enhance the
quality of work, the quality of product delivery and moreover in the

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quality of the product.
 Communication: nowadays, digital technologies provide the most
important way of reaching consumers and building strong
relationships. Burberry needs to create and develop various
techniques and tools in identifying and fulfilling consumers’
preferences, ultimately creating brand loyalty. With a continuous
presence on social media platforms, Burberry can positively engage
with consumers, in order to attract brand fidelity.
 Risk: the current business environment is filled with various
ramifications and uncertainties, which imply major challenges to
business activities. These challenges can relate to switches in
preferences or taste of consumers, switches in current trends,
implementation of new economic or political policies or non-accepting
of price policies. The risks implied by various challenges can be
identified and undertaken with the use of digital technologies by
conducting continuous market research, trend analysing and also by
observing the business environment.
 Resources: Burberry needs to use resources effectively in order to
achieve maximum return. In adopting digital technologies, the
company develops strategies that are meant to identify effective ways
of using resources, such as online platforms, company website or
company stores, in order to obtain and maintain target customers.
Work breakdown structure:
In order to identify and analyse market trends and consumers’ perception,
organizations need to engage in research.
Research is the tool that helps organizations to gather information about the
business climate, information that furthermore provides a basis for the
organization management to formulate and develop successful business

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plans. Research aids in viewing clear direction and providing appropriate
guidance to the company and its employees towards business goals.
Effective research is able to provide better knowledge about the economic
environment and obtain competitive advantage, for example identifying
competitors’: strategies, market share, product quality and placement,
pricing policies or usage of new technologies.
On the basis of competition and market research, Burberry may be able to
decide whether the implementation of digital technology would provide
growth and may also identify the risks involved and whether the company
will be able to overcome these risks.
In the process of conducting research, the following factors are identified:
 Research content
 Research purpose
 Literature review
 Identifying and overcoming issues that may appear in the process of
performing pre-planned activities
 Research project objective
 Questionnaire design
 Respondent selection
 Analysing gathered information
 Formulate strategies according to findings
In order to achieve the aim of the research project, a timeframe has been set
and is illustrated in the Gantt chart below:

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Planned task Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
Wee
k 11
Wee
k 12
Selecting topic
and company
Formulate aims
and objectives
Literature review
Preparing
questionnaire
Collecting and
analysing data
Findings,
summary,
recommendations
Furthermore, a work breakdown structure has been outlined in the scheme
below:
Burberry research project work breakdown structure

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LO2 Conduct small-scale research, information gathering and data
collection, generating knowledge to support the project
The research methodology is characterized by a set of fundaments and
policies that are utilised in order to collect, elect and evaluate information
related to a certain research problem. Collecting, electing and evaluating the
information is obtained by using the quantitative method, the qualitative
method, or both of them. There are various research methods that can be
used, but the most effective methods are: questionnaires, interviews,
surveys, observations, etc. In accordance with the proffered topic, certain
frameworks need to be set and relevant approaches need to be used.
Choosing the appropriate method is crucial, in order to gain the research
purpose, as this fact will directly impact the research results accuracy.
Data collection: There are two important methods of data collection, which
are primary and secondary. For gathering primary information, there are
number of research instruments including questionnaire, interview,
Time
management
Identifying
requirements
Primary and
secondary
data analysis
Survey
conducting
Technology
outcome
Topic and
company
research

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observation and fourth on. All these are essential but according to the
present study, questionnaire is more valuable and essential method because
it helps in gathering of quantitative information within less time. In order to
collect secondary information, there are also various sources that are books,
articles, publication research etc. These sources are only used for literature
review that facilitate in attaining of project aim and objectives in successful
and effective manner.
Sampling size
In order to achieve comprehensive information, this research will be
conducted on 40 Mont Rose college students, as respondents.
The objective of the research cannot be achieved if the sample size is not
appropriately identified and it will not present reliable evidence due to the
fact that it will not draw precise conclusions.
Sampling method
For accuracy of content, simple random sampling has been chosen. All
respondents, in this case Mont Rose College students, hold the same
possibility to be participants, by random selection. The proper sample
method is important to reach the outcome and to avoid bias of the results
(Saunders, et al., 2016).
Data gathering methods
Information can be obtained by using several methods. For the purpose of
this report, the questionnaire has been chosen, due to the fact that it has
been already established that it is an efficient tool. The questionnaire is
based on a set of on questions that are meant to emphasize relevant
information about digital technology.
Therefore, 40 respondents have been selected as a sample size, in order to
reach the objective of research, with the help of a questionnaire as a primary
data (Dawson, 2009).
As a secondary data, the research collects information from various sources
such as online or printed journals, books or market reports. However, the
secondary data is less specific to the topic and lacks a certain level of
reliability.
Questionnaire design

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For the purpose of achieving reliable information, certain factors were taken
into consideration while designing the questionnaire. The plan of the
questionnaire and the questions were designed in such a way that was able
to accomplish the aims of the research (Saunders, et al., 2016). Furthermore,
the questions are defined and systemized in a clear and precise way, which is
able to follow a logical continuance.
The questionnaire involves a certain focus to details, as all respondents need
to interpret the questions in the way that they are meant to be, in relation to
the research purpose and the accuracy of the results. (Saunders, et al., 2016).
Based on the fact that this research is set for the Mont Rose students sample
size of students, the topic of the research will measure various beliefs,
perceptions and perspectives regarding the digital technology, and also it will
identify the benefits and disbenefits or recommendations for achieving
improvements. (Dawson, 2009).
Data analysis
This method is based on discovering and understanding the respondents’
conduct, reaction, outlook and assumptions related to the digital technology
feature. As mentioned before, the methods used to analyse data are
quantitative and qualitative; the first one being displayed in chart, tables or
histograms while the second one is the one collected through
questionnaires. This report pictures tables, pie and bar charts, with the
purpose of highlighting the results.
Research ethics
In order to avoid creating sensitive ethical concerns, the questions will be
designed using extra care, in concern with the ethical rules of personal
confidentiality and privacy of the respondents. (Saunders, et al., 2016).
Prior to completing the questionnaires, the respondents were asked for their
consent, and were informed about the purpose of the research. In addition
to this, the participants were asked to prove cognizance and devise their
genuine opinions, while moral responsibility has been assumed.
Data collection on the basis of primary research
Research questionnaire:

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Q1. Please select the gender you identify as:
a. Female
b. Male
c. Other
Q2. Please select the age range:
a. 24-30
b. 31-40
c. 41-50
d. Over 50
Q3. How often do you use digital gadgets (laptops, smartphones, tablets,
etc.)
a. Several times a day
b. Several times a week
c. Several times a month
d. Never
Q4. Which of the following brands do you prefer?
a. Chanel
b. Versace
c. Dior
d. Burberry
Q5. Have you ever purchased Burberry product previously?
a. Yes
b. No

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Q6. What price range would you be willing to pay for a high quality Burberry
product?
a. £40-80
b. £80-100
c. £100-150
d. £150+
Q7. Where do you do your clothing shopping?
a. Online
b. Mall
c. Brand store
d. Fashion outlet shops
Q8. How do you prefer to pay for shopping?
a. Cash
b. Card
c. Mobile payment system app (Apple Pay, Samsung Pay, Google Pay etc.)
Q9. How do you get to know about the Burberry products?
a. Social Media
b. TV Adverts
c. Stores
d. Billboards and others
Q10. Would you recommend Burberry products to others?
a. Yes

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b. No
c. Maybe
LO3 Present the project and communicate appropriate recommendations
based on meaningful conclusions drawn from the evidence findings and/or
analysis
Different techniques and tools are used in order to conduct appropriate
analysis and illustrate the gathered data from a research. In relation to the
current report, such illustrations are given as follows:
Q1. Please select the
gender you identify as:
Number of respondents Percentage
a. Female 15 37.5 %
b. Male 25 62.5 %
c. Do not identify to a
certain gender

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37.50%
62.50%
Gender
Female
Male
Interpretation: analysing the graphic above, the data was collected from a
majority of male respondents, with 25 male and 15 female.
Q2: Age range Number of respondents Percentage
24-30 5 12.5 %
31-40 14 35 %
41-50 15 37.5 %
Over 50 6 15 %

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13%
35%
38%
15%
Age
24-30
31-40
41-50
Over 50
The chart above shows that the respondents are almost equally divided from
the 31-50 age category. The rest of the respondents belong to the 24-30 and
over 50s age group, with similar percentage number.
Q3. How often do you
use digital gadgets
(laptops, smartphones,
tablets, etc.)
Number of
respondents
Percentage
Several times a day 30 75 %
Several times a week 8 20 %
Several times a month 1 2.5 %
Never 1 2.5 %

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Never
Several times a month
Several times a week
Several times a day
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
2.50%
2.50%
20.00%
75.00%
Digital gadgets usage
According to the graph above, the majority of respondents use digital
gadgets several times a day, with 30 out of 40 subjects. As it can be easily
observed, the internet and the digital devices are indispensible to the day to
day activities, and the large majority favours the use of digital devices
numerous times daily.
Q4. Which of the
following brands do you
prefer?
Number of respondents Percentage
Chanel 6 15 %
Versace 11 27.5 %
Dior 7 17.5 %

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Burberry 16 40 %
Chanel; 15.00%
Versace; 27.50%
Dior; 17.50%
Burberry; 40.00%
Brand preference
Chanel
Versace
Dior
Burberry
Interpretation: looking at the graph above, it has been identified that most of
the respondents are interested in the Burberry brand, with a slight difference
of 12.5 % preferring Versace products. The rest of the respondents are almost
equally divided into Dior and Chanel. It can easily be observed that Burberry
managed to create brand awareness among consumers, and could potentially
take advantage of this opportunity to maintain and increase market share.
Q5. Have you ever
purchased a Burberry
product?
Number of respondents Percentage
Yes 23 57.5 %
No 17 42.5 %

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Yes; 57.50%
No; 42.50%
Ever purchased a Burberry product
Yes
No
The above graph illustrates that more than half of the 40 respondents
purchased a Burberry product, with a 57.50 percentage figure. It can be clearly
observed that the consumers are interested in owning a Burberry product and
the demand is higher than average.
Q6. What price range
would you be willing to
pay for a high quality
Burberry product?
Number of respondents Percentage
£40-80 2 5 %
£80-100 18 45 %
£100-150 10 25 %
£150+ 10 25 %

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£40-£80
£80-£100
£100-£150
Over £150
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
£40-£80; 5%
£80-£100; 45%
£100-£150; 25%
Over £150; 25%
Price range acceptance
The above illustrated graph shows that the majority of respondents, 45 %
would spend between £80 and £100 for a Burberry product, whereas an equal
percentage of 25 % would spend between £100 and £150 or over £150.
Moreover, a 5 % of the respondents would not spend more than £80 in order
to own a Burberry product.
However, it can be observed that, despite economy variations, half of the
respondents are willing to spend over £100 to own a Burberry product.
Q7. Where do you do
your clothing shopping?
Number of respondents Percentage
Online 16 40 %
Mall 8 20 %
Brand store 14 35 %
Fashion outlet stores 2 5 %

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Online Mall Brand store Fashion otlet
store
0%
5%
10%
15%
20%
25%
30%
35%
40%
40%
20%
35%
5%
Market location preference
The chart below shows that the majority of respondents are almost equally
divided between shopping online and at the company own store, with a 5%
higher number of respondents preferring to shop over the internet. 20% of
respondents shop clothing at mall, and a small percentage (5%) shop for
fashion items in outlet stores. Again, there is a major opportunity here, with a
high number of consumers to be targeted on the online space.
Q8. How do you prefer
to pay for shopping?
Number of respondents Percentage
Cash 13 32.5 %
Card 24 60 %
Mobile payment system
app (Apple Pay,
Samsung Pay, Google
Pay etc.)
3 7.5 %

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Cash
Card
Pay app
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
33%
60%
8%
Payment method
The chart above demonstrates that respondents prefer to use card payments
over cash or mobile app, with a majority of 60%. However, some of the
respondents are shown to trust the mobile payment system apps, with 7.5 %,
which can be concluded as a digital technology growing interest.
Q9. How do you get to
know about the
Burberry products?
Number of respondents Percentage
Social Media 21 52.5 %
TV Adverts 3 7.5 %
Stores 8 20 %
Billboards and others 8 20 %

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Social media TV adverts Stores Billboards and
others
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00% 52.50%
7.50%
20.00% 20.00%
Promotional channel
The chart above shows that the online environment is the predominant
promotion channel where respondents find out about Burberry products. The
rest is equally divided between TV adverts and billboards or other promotion
mediums, with 20 % each and a small percentage, of 3 respondents, finding
out about Burberry products on TV adverts. In conclusion, the majority of the
market consumers, here Montrose College students can be targeted on the
online environment.
Q10. Would you
recommend Burberry
products to others?
Number of respondents Percentage
Yes 24 60 %
No 3 7.5 %
Maybe 13 32.5 %

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60.00%
7.50%
32.50%
Consumer recommendation
Yes
No
Maybe
The chart above clearly states that respondents that purchased a Burberry
product already would definitely recommend it, with a vast majority of 60 %.
7.5 % of the respondents would not recommend Burberry products; however,
a quite high 32.5 % of respondents are not clearly decisive. This last market
segment can be an opportunity of Burberry, and could possibly increase the
market share for the company, if using the appropriate channel to target these
consumers.
After looking at the graphs above, it can be evaluated whether digital
technology could be useful in the growth of Burberry. The relevant conclusions
will be highlighted in the chart below.
Market feature Option Percentage
Gender Male 62.5%
Age group 31-50 72.5%
Digital gadgets usage Several times a day 75%
Brand preference Burberry 40%
Burberry product Yes 57.5%

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purchases
Price range acceptance £100-£150/ Over £150 25%/ 25%
Market location preference Online/ Burberry store 40%/ 35%
Payment method Card 60%
Promotional channel Social media 52.5%
Consumer
recommendation
Yes 60%
Findings and Discussions
For the purpose of this research, the questionnaire method has been used, as a
most appropriate tool for achieving the objectives.
Every respondent was able to understand the meaning of every question and
responded accordingly, which makes the questionnaire method a successful
one. The findings gathered relevant information and this research highlighted
the fact that the respondents, here Mont Rose college students are familiar
with digital technology operations.
Furthermore, the researched determined that the large majority of the
respondents frequently use digital devices for purchasing luxury fashion
products online, as the charts presented. It can be clearly pointed out that the
online traditional trade can soon be almost totally replaced by online shopping,
as the results showed that almost half of the respondents prefer to purchase
goods and services online. This fact is brought by factors such a easiness of
information access, convenience or usability.
However, customers’ perceptions and attitudes do not change majorly despite
the trend of online shopping. Moreover, consumers’ behaviour can be
associated with the price and quality of products or services.
It can also be stated that Burberry products can develop loyal brad fidelity as a
vast majority of respondents, 60% would recommend the products, and a
consumer preference of 40% won over other luxury fashion brands.

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In regards to the digital environment, the questionnaire also revealed that a
very high number of respondents, 75% use smart devices several times a day,
and 52.5% of respondents find out about Burberry products on social media.
Despite the positive figures that show that Burberry already have in the
market, according to the questionnaire, it can be easily seen that the company
could take on a great advantage by adopting the digital technology. Currently,
the company is focused on sustaining its long term market segment, middle-
aged wealthy consumers; however, Burberry can gain stronger competitive
advantage, increase the market share and develop profit growth by adopting
the digital feature alongside the production, marketing and delivery services.
As this research found out, the market is mostly found on the digital domain,
with consumers using technological devices several times daily, the majority of
them using social media platforms and the buyer behaviour can be easily
evaluated online.
However, when adopting the digital feature, Burberry needs to consider facts
such as:
 Various strategies and forecasts on expenditures and resources, to
ensure profit growths
 Continuous research on consumers demand and market trends
 Appropriate training to employees in order to adopt and achieve an
effecting digital process
 Setting clear goals, in order for the change to be easily understood

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LO4 Reflect on the value gained from conducting the project and its
usefulness to support sustainable organizational performance
I Am happy for getting an effective chance of doing this module over an
interesting topic i.e. the impact of the digital technology on an organization’s
processes. I used different methods for conducting this project. These are
primary and secondary methods, quantitative research and so on. These
methods helped me in attaining of project aim and objectives successfully. By
performing this investigation, I improved my understanding regarding the
digital technologies I also enhanced my research skills such as literature
review, data collection and so on. Apart from this, I faced certain challenges
while conducting present investigation. These challenges are lack of time,
inappropriate amount of cost and many other. For overcoming these
challenges, I applied Gantt chart that supported me by overcoming the
challenge of time. By doing this model, I get good experience because it
supported me by increasing my understanding about the digital technology.
My experience regarding doing this research is good because I increased my
different types of research skills which are communication, time management,
data collection and many more. All these are major skills that helped me in
completion of full study systematically. I identified that I am not good in
making effective decision regarding the selection of appropriate research
methodology. In order to improve this skill, I want to develop my programming
or language skills. This skill could help me in my future if I get another
opportunity of doing different research in alternative topics. If I had to do
another project, I want to use interview method as an alternative of
questionnaire. This support me in attainment of project aim and objectives in
successful manner.
Due to the continuously developing economy, the before mentioned topic is
and will be a relevant issue that will continue to gain interests for researches
from here on.
The information used in researches needs to be precise and accurate and
needs to avoid bias and misinterpretation. Consequently, choosing the right
sample size and selecting appropriate data collecting methods is equally
important as they provide essential contribution to the research to the weight
of the research and its findings.

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The outcomes of this research were valued because the resources were used
efficiently according to the research questions. In concern with the target
audience, the analysis shows that the digital experience is mostly a
predominant one, as it has a high presence in the respondents’ daily lives.
In order to achieve its purpose, the research used relevant methods which
were able to provide accurate results.
Concerning the recommendations, the report serves as a framework of the
digital process and customers’ perceptions, attitudes and behaviour. In order
to contribute to evolution of the digital feature of the market, the research
highly recommends the company’s online presence on social media and also
improving the design of the website, with an easy and user friendly interface.
Burberry online domain ought to provide memorable and more enjoyable
experiences; in addition to that, Burberry web page should deliver a higher
level of usability. There is already a well-known awareness of the fact that a
website is the digital store front of the physical store, fact which provides
Burberry an opportunity to increase popularity and to be globally known.
Moreover, the virtual stores will need to pay great attention when depositing
consumers’ personal data and focus on securing payments methods; by
providing security, the company is able to provide a high sense of trust and a
positive perception.
Regarding further segments of future research, the report suggests that the
targeted audience should be younger consumers, as this target market is more
opened in regards to the digital and technological domain.
The research limitations are related to the level of accuracy achieved. The
digital experience was analysed by collecting information from respondents
that are characterized by various features such as social, educational,
demographical or financial, such as different cultures, beliefs or values,
different ages or different financial position. The sample is relatively large and
each respondent was distinct, however the overall opinion is that the results
would be more accurate if the respondents were not randomly chosen.
Conclusion
From the above mentioned findings, it has been concluded that digital
technologies played an important role in promoting of business brand

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successfully in market and to the customers. This turn to impact on business
performance and goodwill in positive manner. this is identified from the above
findings that majority of participants are purchase product from the selected
company that are beneficial for them by improving their growth and
development. Over the last decade, the online area gained in popularity.
The digital aspect is continuously able to provide great advantages which
enrich the customers’ experiences and lives, however there are still some
concerns that should not be neglected, such as payment security, consumers’
data security and overall breaches in the data stored in digital clouds.
Despite the security concern, internet continues to supports the developing
of the electronic commerce which provides businesses the ability to expand
their market and break geographical barriers.
Recommendations
From the above mentioned findings and data collection, it has been recommended different
ways for Burberry in attracting of large base of customers towards digital technologies. These
will be mentioned as below:
 Burberry must use social media platforms for promoting their brand because today’s
most of the people spend their time on social media. This will facilitate company by
increasing their sales and also improving brand image within minimum period of
time.
 Burberry should provide discounts and offers to the target and potential customers
because it will help them in improvement of their brand image that turn to impact in
increasing business sales and profitability.

Page 33
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