Burberry, the renowned British fashion house, has recently introduced a new personalized conversation service called R Message in collaboration with Apple. This secure messaging tool, integrated into Burberry’s iOS application, is exclusively available to a select group of their esteemed clients, who can use it to connect with Burberry’s teams for various purposes such as obtaining information, scheduling appointments, or making purchases through Apple Pay.
R Message is directly linked to Burberry’s internal R World application, which keeps their employees updated on stock availability and latest updates. With this tool, luxury concierge services can be provided to the clients, offering all the basic functions of popular messaging apps like WhatsApp, along with luxury-specific features. The focus on security sets R Message apart, ensuring that a high level of privacy and protection is maintained, which isn’t typically found in regular chat interfaces.
While Burberry already utilizes Apple Business Chat as their standard conversation service, the introduction of R Message adds another layer of personalized interaction and strengthens customer loyalty for the brand. Vogue Business UK has revealed that Burberry plans to first launch R Message at their flagship store in Manchester, United Kingdom, before expanding its availability to all 431 of their retail locations worldwide.
This partnership between Burberry and Apple is not new, as they have previously collaborated on various projects. In 2013, Burberry made headlines by recording its fashion show entirely on an iPhone 5. Furthermore, in 2015, Burberry became one of the first brands to have a dedicated playlist account on Apple Music.
By incorporating R Message into their digital strategy, Burberry aims to elevate their level of service for their high-profile clientele and solidify their position as a leading luxury fashion brand. This personalized messaging service not only enhances the overall customer experience but also showcases Burberry’s commitment to embracing technological advancements within the luxury industry.
Useful links:
1. Burberry iOS application: https://www.burberry.com/
2. Apple Business Chat: https://www.apple.com/ios/business-chat/
