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:

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..

 

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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