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Apple is partnering with Burberry to help the luxury fashion retailer create a more personal shopping experience. A new service called "R Message" will integrate with the Burberry iOS app and allow in-store salespeople to send messages directly to certain customers. The service will be available by invitation only and put to the test before being deployed in all Burberry stores.
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according to Vogue BusinessBurberry Store associates currently use an internal app called R World for inventory management and to receive news from the company. The system sounds like the Apple Retail Hello app for team members, an initiative often promoted by the former Burberry CEO and then by Apple Retail's executive vice president, Angela Ahrendts. R Message will connect Burberry's internal system to its customer application to "make in-store appointments, receive personalized product recommendations, and purchase products."
Burberry already offers direct communication with customers in its application via iMessage Business Chat, but R Message is more exclusive. By limiting functionality to a selection of customers, Burberry associates can offer individualized support rather than a generalized system. This feature is positioning itself as a way to maintain and strengthen relationships with high-value and first-mover brand customers.
The R message will first be available in Burberry's flagship store in Manchester, England. WWD adds that the service will be integrated with Apple Pay and will make purchases via a secure payment system.
Burberry has significantly redesigned its application in recent years, testing new models, such as an augmented reality experience and a "For you" tab featuring cards with new products and promotions. The design uses Apple's "Discover" tab in the Apple Store app, which helps customers find new products and relevant Apple-to-Apple sessions.
Although R Message appears to be a custom platform built exclusively for Burberry, the concept could be a valuable tool for other retailers looking to personalize their shopping experience. Apple already offers personal installation sessions organized by specialists in its stores to help customers learn the basics of the product, but a service similar to R Message built into the Apple Store app could be useful. prove useful for Apple business customers or those who can not visit a physical Apple Store. . Apple has not announced plans to extend support for platforms such as R Message.
Burberry and Apple have been collaborating for a long time. The retailer was the first to have its own Apple Music channel in 2015. In 2013, the Burberry London fashion show was shot entirely with the iPhone 5.
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