Performance Marketing Review: Burberry App Favors Consumer Experience

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Happy Monday, marketers! We hope you had a nice weekend and are ready to jump into the week.

An increased appetite for better brand experiences has marketers working hard to connect consumers with content that transcends transactional commerce. This is especially true for luxury brands where products reflect a certain lifestyle and image. Burberry is focused on connecting with consumers with their upcoming mobile app as a way to build relationships through experiential marketing. We lead today’s roundup of online and partner marketing news with that story from The Drum.

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

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. 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 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. Read the full story in The Drum.

Other interesting consumer experience items from around the web:

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