Burberry Group Plc - Digital Transformation Strategies

Burberry Group Plc - Digital Transformation Strategies

Summary

Burberry Group plc (Burberry) manufactures, retails, wholesales and markets luxury goods. The company provides accessories, men’s and women’s apparels, children wear, beauty and other products. In addition to this, it also offers sunglasses, watches, leather goods, handbags and beauty products. The company markets these products under Burberry brand. It distributes through a diversified network of retail, wholesale and licensing channels worldwide and manages its business operations through Burberry mainline stores, outlets, concessions stores and digital commerce platforms, franchisees, department stores and multi-brand specialty account stores. It also operates manufacturing facility across the UK and Italy. The company also merchandises these products through burberry.com. It has presence in Asia Pacific, Europe, the Middle East, India and Africa (EMEIA) and America's regions.

In 2019, Burberry introduced two-year data upskilling program in collaboration with Decoded, a London based tech company, to invest in its employees, by enabling them to take the course alongside their day jobs. The program aims to upskill its employees to make sure they apply cutting edge data skills and techniques to tackle business critical challenges.

The report provides information and insights into Burberry's tech activities, including -

• Insights of its digital transformation strategies and innovation programs
• Overview of technology initiatives covering partnerships and product launches
• Insights on each technology initiative including technology theme, objective, and benefits
• Details of estimated ICT budgets and major ICT contracts

Scope

• Burberry’s digitally focused business model focuses on two key things, social media and mobile marketing, and creating in-store digital experience. Burberry always explores new ways to engage with its customers online from in-game NFTs, augmented reality (AR) based social media content to new store concepts.
• Burberry leverages machine learning (ML) technologies and algorithms to improve customer service, fight counterfeit products and offer personalized shopping experiences to its customers. Through ML technologies the company aims to predict customers’ preferences by leveraging available data to enhance their online and in-store experiences, through tailored recommendations and uses customers social media accounts for communication.
• Burberry is leveraging AWS to redefine customer experiences and enable cloud-based business agility. Burberry also partnered with EPAM to migrate its core operations onto cloud-based SaaS platforms to enhance its commerce and transactional capabilities by implementing new features quickly.

Reasons to Buy

• Gain insights into Burberry's tech operations.
• Gain insights into its tech strategies and innovation initiatives.
• Gain insights into its technology themes under focus.
• Gain insights into various product launches and partnership strategies.