Luxury fashion retailer Burberry has reinvented itself as a highly sought-after fashion label with a strong digital focus. Its online sales drive is currently its main focus as the company's online figures account for a small proportion of group sales, despite its reputation as a digital innovator.

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Think differently

Targeting the wrong customer 2

Analysis: Are you targeting the wrong customer?


In this data-rich era, retailers should theoretically be able to identify and target their customers like never before. But is this happening?

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