The Burberry Scarf Bar will allow customers to select from an expanded range of over 30 scarf colours and shades of thread to customise the product for the first time with monogrammed initials.
While the in-store service will be unique to the luxury brand’s flagship Regent Street store, Burberry.com will also feature the tool, which will recommend thread colours based on the selected scarf and allow consumers to preview the scarf in real time. The Burberry poncho will also be available for monogramming.
To promote the service, Burberry is launching activity across all its digital platforms including a short film celebrating its scarf-making heritage at its Scottish mills and personalised and responsive digital ads which respond to consumers who come into contact with them.
The ads will display scarves appropriate to the weather and the time depending on where in the world they are viewed, revealing a new design each time the ad is viewed by a specific consumer.
The move comes after the brand said in May that it was implementing a “fundamentally different way of using data throughout the business” in an effort to build a “single global view” of its customers after seeing gains in sales and profit following its decision to invest in insight last year.
The company’s results for the year ending 31 March 2015 showed 11% growth in revenue to £2.5bn and retail sales growth of 14%, as well as double-digit growth in its EMEA region.
CEO and chief creative officer Christopher Bailey credited “continued outperformance globally from digital” for the strong results, adding that the brand would introduce “more personalised service and targeted and responsive marketing behaviour” through retail, digital, marketing and its customer value management (CVM) programme.
The initiative gives consumers regular one-to-one personalised communication with associates and “top consumers” including invitations to events and product suggestions.
Some of the biggest brands in the world will discuss the importance of personalisation and tailoring the customer journey on the ‘Personalisation: Uniqueness and Bespoke Approaches’ stage at this year’s Festival of Marketing. Click here for more information.