Burberry launches personalised digital campaign to promote ‘scarf bar’
Burberry is launching digital ads that respond to consumer interaction as part of an effort to promote its new online and in-store scarf personalisation service.
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.
Since there are more and more people have ability to afford the luxury, the greatest challenge of all luxury brands now is how to make the products unique. No one wants to spend a big amount of money to buy a product that everyone has in the street. The symbol of Burberry is its shades of thread that is impossible to be changed. Therefore, I think promoting customized scarf, especially let people put their initial on the scarf, is a really successful marketing strategy. In the daily life, we can see people take a picture of the store that have the same name with them and post on social software. Girls buy a makeup product because her name is on the packaging. Coca-Cola puts people’s name on the bottle and let people make their own special bottle. Even though there are so many people that have the same name with them in the world. Once they see a product that have their name on it, the first response of them is always “it is mine”. They believe that they should take their “own” thing back home. From the news, we can see that “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.” Human nature would never change. I think Burberry made a smart decision when they include the humanity into their marketing strategy.