Summary

At Salesforce Marketing Cloud, while working with Burberry, a global luxury fashion brand, the goal was to transcend the in-store personalized experience to the digital world, reinforcing the brand's shift towards a digital-first strategy.

Challenge

While Burberry had already integrated Salesforce into their in-store experience, allowing store associates to deeply understand customer preferences, this personalized touch was lacking in the digital interactions outside the store. The challenge was to recreate the rich, in-store personalized experience in their web and email communications.

Solution

• Data-Driven Personalization: Leveraged CRM data and purchase details to craft personalized email content.
  
• Dynamic Content Implementation: Introduced dynamic content in emails: showcasing apparel tailored to the customer's preferences, interspersed with suggestions to gently guide them outside their usual buying patterns.
  
• Multimedia Integration for Enhanced Engagement: Integrated photo and video media assets to mimic the flagship store's personalized video experience.
  
• Automated Workflows and Brand Experience: Automated workflows incorporated content to connect customers with Burberry experiences by incorporating notifications about live shows, recaps, and exclusive opportunities for customers to interact with the brand.
  
• Seamless Interactive Calls-to-Action: Personalized call-to-actions allowed customers to view products showcased in live shows and even schedule in-store consultations, thus seamlessly blending the physical and digital brand experiences.
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Results

The newly integrated digital-first approach, mirroring Burberry's in-store experience, achieved outstanding results. Not only did this improve Burberry's brand affinity among its customers, but it also contributed to improved relationship building amongst sales associates and customers, and a noticeable uptick in online and in-store sales.