Apple has long attracted plaudits for its omni-channel mastery of the customer experience, but there is another brand which should also be regarded as a genuine benchmark.

And that’s Burberry.

Impressive CEO Angela Ahrendts is leading a digital transformation of the iconic British luxury brand.

Burberry’s new London flagship store integrates a compelling digital dimension to the physical retail environment.

In simple terms, Angela and her team get it:

http://youtu.be/DzBIYwZsut0

Among her objectives, Angela wants to leverage social tools to revitalise the company’s aging supply chain, energise sales and build the brand.

Check out earlier Burberry posts here and here and spend some time at the artofthetrench.com social site..