A letter to Burberry improvement on Digital Marketing ADV#420
As I said Burberry is a luxury brand and their product is expensive but high quality and fashion. These kinds of product is not possible face to everyone. I think Burberry may need target for those two kind of people. First is t6o face at least “middle-class” or higher. People who have affluence and comfortable life and willing to afford luxury products. And they will pursue the quality of product to choose these high quality luxury brand. The second is the people who loves fashion and love the latest fashion item, they will put Burberry on a fashion brand to buy their product.
Online Website & Mobile
As a traditional luxury brand, Burberry is doing great on fashion. With the development of science and technology, Burberry is turning their way to do the marketing strategy. Change from some traditional method to some new advertising ways. And I want to help Burberry to do better in the tech world.
I have research their website before. The website exist here is mainly for two reason. Publicize and online store. It combines the advertisement and selling. Burberry’s website is all advertisement and easy for people to buy their product. The main purpose of this website is let everyone know Burberry and easy to directly purchase the product online. And I use my phone to access the website also, It isn’t just transfer by the computer web. It done the redesign and optimize and make it suitable for our phone screen and easy to use. Every category is clearly and easy to access to any product within 3 click on the screen. The speed is very fast for the phone to get into every part of website.
Idea to change: Burberry do very will and follow the trend, but we can do a little bit forward the trend. Online pay is becoming easy since Apple Pay, we can add this kind of directly payment method on our website that make checkout easier than before. No need to enter the address or and information, just touch with your fingerprint and everything is done. This will attract more people to purchase online. I also recommend they can add online chart that I can talk to a sales person online if I have some question about the product. It is easier for those people who don’t have enough time to go to mall but still have some question about the product. It is easier to chart online. And on this part, Burberry doesn’t have a APPs. So a APPs can help Burberry better to attract more people to look their product and buying.
Social Media, Online advertising & Inbound Marketing
I have followed the Burberry on Instagram. Instagram is not same as the official website. I think Instagram is representing brand culture, the same things on YouTube or other networks. They do not sell the product on Instagram or YouTube. These social media are help them to spread the brand culture and their fashion. It helps people know Burberry and let people love Burberry.
Idea: The things I want to change now on social media is Burberry can use lead advertising on these social media. Leads ads gives people a quick and privacy-safe way to sign up to receive information from businesses, like newsletters, quotes and offers and they are available to advertisers everywhere with a host of additional features that make signing up for business information easy for people and more valuable for businesses. Just Two clicks we can know who is interested in our products. We are easier do marketing or advertising to those people who love fashion.
Mobile Apps and web for Burberry
As a traditional luxury brand Burberry do very good in traditional sale. They have great store, great sales person and great service in the regular sales. With the development of science and technology, mobile web and apps become an indispensable part of sales. When younger people become the main buyer of these luxury brand, cater to these people becoming a right way for sales.
In order to research the website and apps by Burberry, I use my iPhone to access the official website. Everything done by Burberry is great. It isn’t just transfer by the computer web. It done the redesign and optimize and make it suitable for our phone screen and easy to use. Every category is clearly and easy to access to any product within 3 click on the screen. The speed is very fast for the phone to get into every part of website. More importantly, I check the data by using the online store by phone. What makes me surprised is it optimizes very good and it won’t run the data as much as desktop website. Everything is suitable for the small screen and every fast. When I access to my personal account, it is easy to check all my order and track the shipment. When Burberry can do next is doing a great APP on the phone. I search APPs in apple store and google store but I cannot find a APPs by Burberry in these store. I think if Burberry can do a good APP and sync the function by website, also easy to use, click to buy and easy to access the personal account to check everything, that will be great. And if the Burberry official website can combine the APPLE PAY in the website, it will be easier for custom to use.