How Burberry is using apps to make luxury retail luxurious again

Burberry app

Burberry’s vice president of digital commerce Mark Morris lifts the lid on the latest iteration of the retailer’s mobile app as the luxury giant strives to create an “intimate relationship” with its top-tier customers.

The British luxury retailer will try out the latest iteration of an app developed for its store associates, called R World, at its Manchester flagship from this month.

The shop staff mobile app, which was designed in-house with Apple consulting on its development, was first rolled out to Burberry’s 8,000 store employees a year ago in conjunction with Apple and based on feedback from store staff and Burberry’s client relationship team.

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