Burberrys Success Story - Video Production - Marketing Strategy - Tell Your Brand Story

Summary

Highlights

• Burberry utilizes the Burberry chat platform to enhance communication within the organization. 🗨️
• The brand listens and engages with customers in real-time via social media platforms. ⏲️
• Their mobile-first approach allows global audiences to experience runway shows firsthand. 🌐
• Interactive technology in stores provides a unique, personalized shopping experience. 🛒
• Salesforce supports Burberry's vision of a digital customer-first approach. 🚀

Key Takeaways

• Burberry seamlessly integrates digital and physical retail experiences with cutting-edge technology. 🤝
• Their collaboration with Salesforce revolutionizes internal communication and customer interaction. 💬
• Mobile-first and real-time engagement are key to their customer service strategy. 📱
• Innovative retail experiences include narrative mirrors and chip-enabled products for a rich in-store journey. 👜
• The store of the future concept brings a dynamic and interactive shopping environment. 🛍

Overview

Chapters

• 00:00 - 00:30: Introduction and the Importance of Digital Communication The chapter titled 'Introduction and the Importance of Digital Communication' discusses the evolving landscape of communication in the digital age. It highlights the convergence of different modes of communication - mobile, social, and physical - into a single, seamless experience. The chapter reflects on the generational shift from a predominantly physical world to a digital one, emphasizing the changing nature of language and interaction. The importance of digital communication is underscored, especially in the context of engaging with both customers and employees.
• 00:30 - 01:00: Integration of Burberry Chat for Employee Communication In this chapter titled 'Integration of Burberry Chat for Employee Communication,' the transcript discusses the implementation of the Burberry Chat platform. It was one of the first customizations of the Chatter platform, aiming to create a unique communication channel within the organization. The platform allows leaders like Christopher to communicate with the entire organization on a weekly basis, fostering an open dialogue. Burberry Chat has significantly unified the company culture, and they've partnered with Salesforce to enhance the platform further. The company plans to extend this communication tool towards improving customer experience.
• 01:00 - 01:30: Focus on Customer Experience with Digital Platforms The chapter focuses on enhancing customer experience through digital platforms. It discusses Burberry's strategy to monitor customer interactions and feedback across various online channels, including social media. By using platforms like Buddy Media and Radian6, Burberry aims to engage with customers in real time, whether through tweets or online chats. The goal is to initiate a dialogue with customers within 20 seconds of contact, exemplifying the pinnacle of customer service.
• 01:30 - 02:00: Adoption of Mobile First Strategy Salesforce is concentrating on a mobile-first strategy, inspired by the realization that many high-growth markets globally are already embracing mobile-first approaches. This strategy allows for increased intelligence and smarter operations via mobile platforms. A significant event reinforcing this strategy was a runway show in London, which was designed as a mobile-first experience, allowing global participants to virtually have a front row experience.
• 02:00 - 02:30: Innovating Retail Experience with Digital Integration This chapter discusses the transformation of the retail experience through digital integration. It highlights the launch of 'the store of the future,' which aims to make in-person shopping as exciting and rich as online interactions. The focus is on creating seamless transitions between the digital and physical realms by leveraging loyal brand followings and encouraging customers to see physical stores as extensions of digital experiences.
• 02:30 - 03:00: Connecting Physical Products with Digital Content The chapter explores the integration of physical products with digital content. It illustrates how retailers can enrich customer experiences through digital enhancements. For instance, by using chip-enabled products, customers can gain insights into the craftsmanship of items like trench coats or iconic handbags as they shop. This technology allows shoppers to learn where and how a coat was made by simply standing in front of a mirror. The chapter also introduces innovative fixtures, such as magical trays, which trigger new video content that reveals the making of a handbag, providing a seamless blend between the digital and physical shopping worlds. This approach represents a pioneering leap in retail, merging the tangible and virtual realms to keep pace with a rapidly evolving society.
• 03:00 - 03:30: Adapting to Rapid Societal Changes and Future Vision with Salesforce The chapter discusses the impact of rapid societal changes, particularly focusing on how individuals begin their day with technology, highlighting the pervasive role of devices. It emphasizes the necessity for businesses to adapt continuously to these rapid changes in order to remain relevant. Salesforce is portrayed as a customer-centric company that understands the importance of social interactions through technology. The transcript reflects confidence in Salesforce's ability to support businesses in achieving their future vision as they navigate these dynamic changes.

Burberrys Success Story - Video Production - Marketing Strategy - Tell Your Brand Story Transcription

• 00:00 - 00:30 [Music] we're challenging ourselves constantly to stay ahead of the curve be it mobile be it social be it physical they're all one life is forever blurred I grew up in a physical world and I speak English the next generation is going up in a digital world and they speak social whether you're talking with customers are you talking with employees you have to do it on a
• 00:30 - 01:00 social platform because that's the language they speak and we were one of the first to customize the chatter platform we call it Burberry chat I will tell you Christopher and I chat to the entire organization once twice a week it gives every associate a platform also to talk back to Christopher and I most importantly it has been the greatest uniter of the culture of any platform we've ever put in place now that we've worked with Salesforce and we've got this amazing platform in place what we're starting to do now is really shift it over to the customer experience
• 01:00 - 01:30 wherever the customer is as soon as they say something about the Burberry brand we should be able to hear it so if you tweet something positive or negative our teams around the world can pick up on that and can start having dialogue with you in real time if you're online you can click the call you can click the chat within 20 seconds somebody will be contact with you that's the ultimate in customer service that's how we use Buddy Media radian6 some of the new platforms
• 01:30 - 02:00 that Salesforce has been focusing on I think what fascinates me as I travel around the world is all of the high-growth markets around the world are already mobile first this enables everyone to be so much smarter about everything everything we're doing it has to come through here first and we had a runway show in London it was a mobile first show anyone in the world could feel as if they had a front row seat and experience everything firsthand and some
• 02:00 - 02:30 things even before it went down the runway this is the entry into the brand how do we have all that retail experience to be just as rich and just as exciting as that experience we've opened up what we call the store the future and we've got a real loyal brand following so when they walk into the store and they opt-in the fun really begins well actually feel like you're walking into the website well know what is in
• 02:30 - 03:00 their basket online and they've said that they love or they'd share with their Facebook fans the sales associate will be able to service them so much quicker we've got a lot of chip-enabled products they put on a trench coat they stand in front of the mirror they'll see where that coat was made when the craftsmanship and we've got these magical trays so they take this iconic handbag new video content comes to life showing them how that bag was made it's the first time that a company is blurring the lines between physical and digital society is moving so fast this
• 03:00 - 03:30 is how customers live they wake up with the device in their hand and life begins the onus is on us to change everything we do to keep pace with his fastest society's moving I think Salesforce understands today let's customer first they speak social and everything's coming through this device that's why I'm very confident that Salesforce is going to be a big part of helping us achieve our vision and as we rapidly move forward into the next day
• 03:30 - 04:00 [Music]