Domino’s And Burberry Launch Facebook Chatbots To Sell Directly To Customers

What Happened
Domino’s Pizza and Burberry both launched ecommerce-focused chatbots to sell directly to online customers via Facebook’s messaging app. Domino’s chatbot for Facebook Messenger, which was first launched a month ago in the U.K. and Ireland and officially rolled out to U.S. customers last Thursday, allows customers to chat with a bot to quickly repurchase their most recent order or the “Easy Order” saved in their Pizza Profile.

Burberry’s Messenger bot, on the other hand, engages users with design sketches and a mini maze game. Users who finish the maze will unlock access to a “Burberry show space,” where they will be able to order items that they fancy directly from the new line as they become available after Burberry’s London Fashion Week show on Monday, September 19.

What Brands Need To Do
Both examples are illustrative of the ecommerce potential that chatbots have in converting interested consumers. As consumers increasingly turn to messaging apps as their primary channels of communication, it is important that brands follow the customers to reach them. To learn more about what chatbots can do for brands, check out our Medium post on chatbots.

The Lab has extensive knowledge about building chatbots. If you’re interested in reaching your audience on messaging apps and better serving them with a chatbot, please contact our Client Services Director Samantha Holland ([email protected]) for more information or to schedule a visit to the Lab.


Source: PRNewswire & Glossy
Header image courtesy of Domino’s press release

Burberry Partners With Sephora For Buyable, Personalized Pinterest Board

What Happened
Burberry is venturing into social commerce as it teams up with cosmetics retailer Sephora and Pinterest to promote its new mascara line to beauty shoppers. The luxury brand is leveraging Pinterest’s API to create dynamic “beauty boards” that display personalized product suggestions and makeup tips based on the cosmetic preferences users indicate in a Burberry-sponsored questionnaire. The products featured on the beauty board are also buyable on Sephora’s website via clickthrough. To raise awareness for the campaign, Burberry is cross-promoting with Sephora on social media and bought “Promoted Pins” to reach more Pinterest users.

What Brands Need To Do
By offering beauty shoppers a personalized product discovery experience, Burberry is adding a hook to this social commerce campaign to reel in intrigued customers. Besides Burberry, fashion brands such as J.Crew and Madewell have started experimenting with flash sales on Instagram. As more and more brands experiment with selling directly to customers via social channels, brands can take a cue from Burberry’s approach and create personalized and interactive user experiences for their social commerce efforts.


Source: Glossy

How Burberry Tripled Its Base Of Mobile Shoppers

What Happened
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.


Source: Digiday

Apple Music Debuts Branded Channels With Burberry

What Happened
Earlier today, Apple announced a new partnership with Burberry, allowing the fashion brand to develop the first-ever branded Apple Music channel featuring exclusively British artists. Burberry has already developed an online music platform on its website named Burberry Acoustic, and the upcoming Apple Music channel will reportedly mirror much of that content, in addition to a new series of exclusive videos.

What Brands Should Do
This new partnership might look a bit strange at the first glance, but it makes sense considering Apple has been making some strong efforts to work with the fashion industry as part of its strategy around the Apple Watch. Plus, Apple’s current retail chief, Angela Ardhents, was the former CEO of Burberry. With this precedence, brands with their own music content or trusted cultural tastemaking should consider opening their own branded channels on streaming services to increase the reach of their brand and content.


Source: 9to5Mac

Burberry Launches Smart Personalization With Made To Order Line

Burberry has begun offering seamless (ha, ha) personalization of garments from its Made to Order line.  Customers can now order outerwear and accessories straight from the runway in-store, online, or from mobile devices. Garments will be delivered nine weeks later with personalized nameplates, and an embedded technology that, when scanned, will trigger a short film of the actual garment’s creation on a mobile device.  As an added bonus, inside Burberry’s Regent Street location in London, the film can be triggered on smart mirrors.  This is only one facet of Burberry’s exemplary adoption of technology, including its strong use of social media and other creative interactive installs in stores.