Daily Insights

Invite Only

By: Matt Moorut | Sep 05, 2019

Exclusivity is synonymous with luxury brands. So, it was no surprise that when Burberry announced the launch of a messaging service, it was by invite only.

The luxury fashion house has partnered with Apple Pay to launch ‘R Message’, which allows in-store brand ambassadors to message customers after they have visited stores. This one-to-one communication allows staff to give shoppers a truly personalized experience.

Brand ambassadors are incentivized to engage with customers after an initial store visit. Staff who support shoppers through communication and drive future sales can have commission attributed to them thanks to the platform.

The move is one of a series of recent customer service developments at Burberry. The brand was among the top performers in customer experience on desktop and mobile sites in Gartner L2’s Digital IQ Index: Fashion Global—ranking higher in this dimension than any other on their site.

Opportunities still exist for fashion brands to leverage white-glove customer experiences to differentiate themselves from competitors. While 42% of brands tracked in Gartner L2’s study offer some form of on-site live chat, only 9% offer real-time style advice through a chat/concierge service.