Burberry has been embracing digital channels with a bullish strategy, and its effort is starting to pay off. The British luxury retailer retooled its online store to be more mobile-friendly and built a frictionless checkout and payment process. Those changes helped it triple its base of mobile shoppers since the site relaunched at the end of 2014, with online and mobile sales doubling their share of the company’s revenue in the past year.
Moreover, Burberry has been eagerly experimenting with new mobile platforms to reach younger consumers. It debuted its Spring/Summer 2016 collection on Snapchat, became the first brand to have a branded channel on Apple Music, and partnered with messaging app Line in Japan to court shoppers with branded stickers.
What Brands Need To Do
Burberry’s success shows the importance of building a frictionless online shopping experience and engaging today’s consumers on the popular mobile platforms with branded content. More retail brands should take some cues from Burberry and revamp their mobile strategy to cater to today’s mobile-first consumers.