High-end fashion house Burberry , a Top250 retailer in the IRUK Top500 2016 research, has become one of the first UK retail brands to try out Snapchat’s Snapcodes, marking something of a milestone in mobile social retailing.
Shoppers coming across the brands Mr Burberry fragrance can now scan a helmet-shaped Snapcode on the bottle which takes their mobile to Burberry’s Snapchat channel where they can get access to exclusive content such as a directors cut of the fragrance’s ad and other content. It will be live when scanned for two months.
Burberry is currently the only promoted brand on Snapchat’s Snapchat Discover section – the section of Snapchat that suggests topics that you may want to see content relating to.
Burberry has form in being a pioneer of new channels for marketing. It used Snapchat late last year to stream a live fashion show, which it says garnered 100million page impressions. The fashion house has also been one of the first major brands to sign up to create an Apple TV app, which it launched in January.
Here too it streamed a live fashion show and will be filled with content covering a collection of Burberry Acoustic films from emerging British musicians, highlights from the brand’s previous runway shows and Burberry beauty tutorials by Burberry Make-up Artistic Consultant, Wendy Rowe. Viewers will be invited to experience additional live moments and exclusive content throughout the year.
Burberry was also highly commended in the “Digital and Physical Integration: Luxury Retail’s Holy Grail” study from customer engagement specialist ContactLab, which emphasized how well it was doing omni-channel retailing.
