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Mobile now Burberry’s largest digital channel

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More of Burberry’s online sales now take place on mobile devices than via any other channel, the luxury retailer said today.

Burberry, a Top250 retailer in IRUK Top500 research, said that mobile was now its largest digital channel, after a first quarter in which digital grew strongly, especially in Asia Pacific. Burberry reported 40% of online sales taking place via mobile in its last financial year.

Burberry also said that it had completed the global roll out of its digital clienteling tool that supports improved customer service, allowing store sales staff to use data to recognise and deliver personalised service to shoppers. Its partnership with Farfetch, which makes Burberry’s entire global inventory available via the third-party platform, has now extended to 150 countries.

The update came as Burberry said retail revenue reached £479m in the 13 weeks to June 30. That’s 3% ahead of the same period last year on a like-for-like basis that strips out store openings and closures. Total sales were 3% ahead when currency fluctuations were discounted, but flat when those changes were taken into account.

The retailer said growth had been led by its top customers. Customers were responding as Burberry offers clothing that gives shoppers their full look, that they can use to complete their wardrobe. 

Now Burberry is preparing for its first collection under new chief creative officer Riccardo Tisci, who replaced Christopher Bailey, who held the role for 17 years, in March of this year. Under Tisci, who previously worked at Givenchy, Burberry has already announced a move to frequent – sometimes unexpected – drops of products. These will include limited-edition pieces from that first collection, to be available through “instant drops” from September, and a tool to engage customer interest. 

Burberry chief executive Marco Gobbetti said: “We are pleased with our progress in the quarter. The team has embraced Riccardo’s creative vision and is working well together as we prepare for his debut collection in September, the next step in our journey. While we now it will take time to achieve our ambitions, our progress to date and the energy in and around the company give me confidence for the future.”

Burberry saw sales grow in markets in the Americas, with higher store visitor numbers in the US, and Asia Pacific, but European sales fell slightly, with UK and Continental Europe affected as fewer Burberry-buying tourists visited. Asian tourist destinations benefitted instead.

Looking ahead to its next financial year, Burberry said it was on track to make cost savings of £100m.

Image courtesy of Burberry

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