Burberry’s forthcoming mobile app designed to ‘build connection’ with consumers over commerce

Iris Law, Burberry's latest face of Beauty

Burberry is set to roll out a new mobile app by the end of 2017, and it is thought the aim will be to ‘build a good connection with our customers’ over a pure focus on sales.

While details of the British clothing brand’s latest mobile application are still under lock and key, Charlotte Cowley, Burberry’s director of Investor Relations told analysts yesterday (18 January) that the brand is currently testing it with a “select” group of people, and focused on the app’s ability to build relationships rather than its effect on sales.

“The app, we're in, we're testing the app with a select group of users at the moment, we want to make sure it's absolutely right. It's all about building a good connection with our customers. So that will be launching, planned by the end of the year. You should see an update on that,” she said, when asked about how she thought the app could improve sales.

Like many brands in the luxury sector, Burberry has looked at a number of ways to use digital to make sales of its products less transactional and more experiential. For example, last year it collaborated with Apple TV during Fashion Week in February to allow fans to re-watch its show through the Burberry App and get a closer look at its clothing.

Mobile delivered the majority of growth in Burberry’s third quarter results (delivered yesterday), with a significant improvement in conversions, supported by the launch of new payment methods including Apple Pay.

Like-for-like sales at Burberry increased 4% to £735m in the last three months of 2016, boosted by “exceptional” spending in the UK, where the weakness of the pound has drawn international tourists to luxury shopping areas.

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