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Archive for the ‘Digital Strategy’ Category

The title of this blog post may at first glance confuse you, as Burberry is a luxury fashion brand, which you wouldn’t necessarily expect to have a digital innovation focus. Indeed, traditionally many luxury businesses have put technology on the back burner out of fears of diluting their brand exclusivity. But Burberry is different.

When Angela Ahrendts became CEO of Burberry in 2006 she began reinventing the company’s brand image and operations. She also redefined the company’s target audience and identified an opportunity existed to increase sales among high-net-worth global younger consumers.

Ahrendt’s vision is to:

“Create a company where anyone who wanted to touch the brand could have access to it.”

In order to make this vision a reality and to reach younger consumers many of whom are digital citizens, a digital platform was needed.

By using social media platforms such as Pinterest, Twitter and Facebook, accompanied with SAP application technology and with help from salesforce.com; Ahrendts has begun to transform Burberry into a social enterprise.

Here are some of the components of Burberry’s digital strategy:

An interactive website: Burberry have created an interactive website that entices its visitors to return. On the Burberry website you can watch fashion shows and see artistic creative videos displaying the latest collections. Customers can even order many of the fashions displayed in the videos. There is also an acoustic section on the site that exhibits music videos from previously unknown British singers and groups all wearing Burberry clothing, further promoting the brand.

Salesforce.com: Burberry has incorporated the Salesforce.com Chatter platform to use internally as a portal to enhance communications throughout their operations. When Burberry’s sales teams noticed larger male customers were unhappy with the fit of one of the suit styles, the Chatter enabled them to immediately bring this information to the design team to make adjustments. The company also uses the Salesforce.com Radian6 product to track and analyze what people are saying about them on social media.

Twitter: Burberry holds “Tweet-Walks” bringing images of models wearing their new collection minutes before their models hit the runway.

Facebook: Burberry did an exclusive Facebook fan only sample giveaway during the pre-launch of the Burberry Body perfume.

SAP: Burberry partnered with SAP to develop an application to provide greater customer service. The application will enable sales associates globally to pull up a customer’s information including their transaction history of all past Burberry purchases made anywhere in the world and their Burberry social media activity.

I think Burberry’s digital innovation strategy will continue to be successful for the company as its focuses on creating a wow experience to greater engage their consumers that goes beyond using digital strategy to increase sales. What do you think of Burberry’s digital innovation? Share your thoughts in the comments section below. 

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QR codes – “quick response” codes were first used in the auto industry in Japan in the 1990s. An updated version of QR codes has taken off here in the U.S. in recent years. QR codes are square patterned boxes, which smart phone users can scan, taking them directly to a hyperlink. The concept offers another tool for marketers to add to their digital strategy to offer an interactive experience to their customers.

Common uses of QR codes include access to exclusive content, like videos or special coupons, as well as additional information, social media site interaction, sweepstake entries or links to on-line purchasing.

Here are some guidelines to help make your organization’s use of QR codes successful:

Offer content that will captivate your audience

Having QR codes that link to your home page, offers customers little incentive to use the code. Instead try to use your QR codes to give your customers additional value. QR codes should be used to link to exclusive content, sweepstakes or other non-generic info, which are relevant to your target audience. Macy’s Backstage Pass campaign offers a new take on mobile marketing using QR codes to give customers access to video interviews with various Macy’s fashion designers.

Don’t assume your customers know the what and how of QR codes

While many of your customers likely have smart phones, they may not have downloaded a QR code app and may not know how to use QR codes. Education is key. What was great about Macy’s Backstage Pass campaign was the additional commercials which ran concurrently introducing their customers to QR code technology.

Macy’s Backstage Pass from Matt MacDonald on Vimeo.

They can be made to further stand out  

While many QR codes are black and white boxes, they can also be further customized with logos, colors and designs.

They can be put on anything

QR codes can be put on large variety of materials such as print ads, video, product packaging etc.

They align with your sustainability initiatives

QR codes can enable a user to gain access to written materials through their smart phone saving printing costs.

Make sure the URL is optimized for mobile use

The URL your QR code links to should be optimized for mobile use, if not the QR code is merely a gimmick.

Make sure your QR code delivers

The QR code should deliver what it promises taking customers directly to that information not to your home page. It also needs to be scannable. Think carefully about where your customers may be when they use the QR code, it is crucial their smart phone has Internet access. Subway billboards and in flight magazines are examples of advertising media far from cell-service range preventing QR codes being scanned.

Has your business utilized QR codes yet? Or have you adopted use of this technology? Please share your experiences with QR codes in the comment section below.

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