Multi Channel Marketing

Burberry CEO Angela Ahrendts explains how Burberry employs Social Media to transform her business -

”We have a vision – to be the first (fashion) company that is fully digital end-to-end. The experience is that the customer will have total access to Burberry across any device, anywhere…”

The brand achieves this through the use of this through the use of transaction/broadcast engines, content management, personalization, customer data storage, behavioral targeting, collaborative filtering, and market research (transaction logging, clickstream behavior, web bugs, mining.)

Innovative use of social media, including the ‘Tweetwalk’ launch of a fashion collection on Twitter, is helping luxury brand Burberry connect with its customers. As well as broadcasting its spring/summer 2012 runway show to millions through worldwide media partnerships, the company also premiered the collection on Twitter, in what it has dubbed a ‘Tweetwalk’. Women’s fragrance Burberry Body was launched on Facebook and through a YouTube homepage takeover as well as through outdoor advertising.

The Burberry Body Fragrance launched with a Facebook campaign rather than the usual fashion magazine ads. An ad for the fragrance launched on YouTube from a link on the website to achieve mass reach.