Burberry Scores an A+ When it Comes to Omnichannel


When you think of top-notch omnichannel, think of Burberry. Over the past year, the brand has been making some serious strides and has been on everyone’s top list when it comes to innovation and the best omnichannel experience. Burberry has received a complete makeover starting with their technology all the way down to the music used in stores.

So, what is Burberry doing that others can learn from?

Heavy investment in the customer experience: Over the last few years, Burberry has invested in the overall customer experience. Most recently, they have put most of their efforts into digital technologies. The brand has successfully achieved an excellent digital presence both online and in store. At the brand’s new store in central London, customers can pick out an item of their choice, once they decide to purchase the item, instead of looking for checkout; they are approached by a sales associate who presents a swipe card and the purchase already wrapped.

So, why is the customer experience so important?

  • 96% of unhappy customers don’t complain, however, 91% of those will simply leave and never come back. ~1st Financial Training Services
  • 70% of buying experiences are based on how the customer feels they are being treated. ~McKinsey
  • 55% of customers will pay more to guarantee a better service. ~Defaqto Research

Incorporation of the latest technology: Updating technology to stay current on the latest trends is so important. Burberry has done this in an effort to optimize the consumer experience. Overall, the brands ultimate goal is to be fully digital end to end.

Creating a seamless brand look and feel across all channels: It is important that when a consumer goes to a brand’s social media channels and website that they have an immediate feel for what the brand stands for. Just by looking at the Burberry site, consumers have a feel of its rich history and where they’re headed.

Offering sophisticated personalization options: Personalization has become high on many consumers’ list. This concept is what can create a seamless experience. Burberry has done this in all aspects of its business. What is most impressive is their ability to offer products (with a customized touch) before they’re even in stores. According to a survey conducted by Marketing Land, companies can no longer rely on brand loyalty when it comes to attracting and retaining consumers. A brand that can offer a great range of personalized options will be ahead of its competition.

It’s not just about online shopping anymore; it’s about how companies and brands can translate their message throughout all channels. With the huge increase in social media and multi- channel (see below), it is more competitive than ever to keep up.


burberry chart


Consumers value an experience that is simple, consistent and relevant. When it comes to calling the shots, they have control. It is up to companies to analyze consumer behavior and meet the growing demand.

By Lolita A. Alford

Source: Channeling Retail

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