The best technological revolution in terms of generating user experience and also connecting with different demographics is the omnichannel strategy adopted by Burberry, to be able to create an emotive connect with the digitized consumers of this era helps Burberry to generate new revenue streams and most importantly generate interesting and entertaining content which is the key in this social media dominated era.
The exciting part of the omnichannel sales strategy by Burberry is the seamless experience provided to customers from a desktop, mobile, telephone or the store, targeting a younger generation that is more influenced by peers, Burberry created a branded experience, with branded signature touch points such as Burberry Kiss, Bespoke, Acoustic and The Art of The Trench and brand activation though employees who are given significant importance at Burberry as they are the key to the success of the omnichannel strategy (Davis)
The potential challenge for fashion brands adopting an omnichannel strategy starts with the fashion brand’s image as they are built on the idea of exclusivity and using an omnichannel will dispel that image.
The experience of an omnichannel needs to be seamless in terms of the channels utilized and this requires a big change in the marketing communication, strategic way forward, that can create a total retool of their approach.
Lastly, the cost that will entail the omnichannel set up will also be a hindrance, since it will require an investment on digital tools and other channels that will be part of the omnichannel strategy (King).
Omnichannel as a strategy is here to stay and with the success of Burberry, it is quite evident that the investment will help the consumers to a path that will lead to online research to in store experiences in an effective and profitable manner.
Works Cited
Davis. S. Burberry’s Blurred Lines: The Integrated Customer Experience.
Prophet The Inspiratory, 2014. Web 21 April, 2016.
King. J. Luxury Brands continue to lag in omnichannel retail:report.
Luxury Daily, 2015. Web 21 April, 2016.
