By 2014, the average number of touch points world wide was 9. That number was pushed to 11 just two years later.
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The reality is the luxury customer is a digital first customer. Today, 70% of luxury shoppers are "digitally influenced".
"The typical luxury shopper now follows a mixed online/offline journey, seeking the advice of peers on social media or looking for suggestions from trusted bloggers before entering a store, then often posting about their purchases afterwards. The luxury shopper who begins and end the customer journey offline is a vanishing breed — representing just 22 percent of all luxury shoppers" - Mckinsey & Company.
Burberry identified social as the most important channel for their target Generation Z customers.
Social channels gain and lose importance based on geography. Because they are a global brand, Burberry identified the most pertinent social channels in each target country - the most common being Instagram and WeChat, to focus their efforts.
Instagram is the obvious choice in the United States. Business Insider reports that 65% of Generation Z checks Instagram daily, the highest of any media platform.
With their channel selected, Burberry was able to marry product and channel fit to create an true omnichannel retailing strategy.
Creating An Omnichannel Retailing Campaign: Burberry's Series B
Burberry created a new product line, titled “Series B”.