Burberry steps up digital personalisation ahead of Christmas

Burberry: turning to emails for latest personalised campaign
Burberry: turning to emails for latest personalised campaign

Burberry is pushing its monogrammed scarves ahead of Christmas with an innovative, highly personalised 3D email campaign.

Built by the designer's in-house 3D and development teams, the interactive campaign lets customers create and preview a scarf monogrammed with their initials ahead of purchase.

The design updates in real time, within the email, and shows the customer's initials with a link to purchase.

Burberry described the personalised campaign as a "first of its kind", given the use of customer initials within the scarf bar.

The campaign follows the launch of the Burberry Scarf Bar online and in stores in September, which similarly lets users design and monogram their own scarves.

Personalisation is a key weapon in Burberry's arsenal. Last Christmas, the company offered individual gifting advice to last-minute Christmas shoppers. The brand also offered a monogramming service to buyers of its My Burberry perfume, with an accompanying outdoor campaign that allowed consumers to create virtual bottles stamped with their initials.

In its most recent quarterly results, Burberry said it captured customer data in 85% of transactions, and has more than 10m customers in its database. The brand uses that data in-store to create a more personalised service, boosting conversion and spend.

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