Apple and Burberry Develop Personalized Retail Chat Service for Luxury Shoppers

by

Apple has been working with Burberry on a new chat service called "R Message" that integrates with the luxury fashion retailer's internal iOS app and allows store associates to directly communicate with customers.

apple burberry app
Vogue Business reports that the service, now being piloted, will be invitation-only and is designed to enable staff to chat with "high-value" clients via Burberry's internal app, known as "R World."

The idea is that R Message will essentially integrate Burberry's internal system with its customer-facing app, allowing shoppers to book in-store appointments, receive personalized item recommendations, and buy products more directly.

The benefits for sales associates are said to include tight integration with the company's back-end inventory system, which will let staff check stock and drive sales. In addition, a Newsfeed-style feature will keep them up-to-date with company updates, advertising campaign images, and press mentions to encourage regular usage and foster client relationships.

"You've got highly skilled associates who know how to serve in a luxury way, but even for a great associate, there might be 10 per cent extra that you can give them by giving them the right information at the right time," says Mark Morris, Burberry's vice president of digital commerce. "[Customers] now know much more about what they want… and to be at that service level where you can give credible advice, you need the basics."

The service is broadly reminiscent of Apple Business Chat, which Burberry already uses, but rather than go through iMessage, in this case the business-client communications obviously take place within the retailer's own app.

The Apple-Burberry partnership doesn't come as too much of a surprise, as the two brands have maintained close ties over the years. The British luxury retailer used Apple's iPhone 5s to capture its 2014 runway show, which Apple promoted in kind. Burberry was also the first clothing company to debut an Apple Music channel. And Apple's former retail chief, Angela Ahrendts, was of course CEO of Burberry prior to her stint with the tech giant.

According to Vogue Business, the R Message service will support Apple Pay and is set to be piloted at Burberry's Manchester flagship store before being rolled out to all 431 global locations and 6,000 associates.

Top Rated Comments

69Mustang Avatar
16 months ago
The last vestiges of Angela's influence I'm guessing.
Score: 6 Votes (Like | Disagree)
AndyDiamond Avatar
16 months ago
Let them eat cake
Score: 3 Votes (Like | Disagree)
victorm1 Avatar
16 months ago
Is Burberry still considered luxury after they made the decision to make all of their products in the Third World?
Score: 3 Votes (Like | Disagree)
itsmilo Avatar
16 months ago
Why. If I was this rich to be part of some exclusive club I would just send one of my 5 underpaid assistants to get me what I want. Obviously they should know my taste by heart
Score: 3 Votes (Like | Disagree)
wlossw Avatar
16 months ago
Online chat is not synonymous with luxury. If I’m spending big bucks I want a real human being located physically in the store I’m in, or in the city I’m in helping me. I would also like them to be paid a living wage.
Score: 3 Votes (Like | Disagree)
furqan8421 Avatar
16 months ago
Not sure the point of this

At most high end stores you typically develop a “relationship” for lack of a better term with a salesperson and often times have their cell for most questions and for them to also keep in contact with you about things.
Score: 3 Votes (Like | Disagree)

Top Stories

m1 chip macbook air pro

Kuo: Redesigned MacBooks With Apple Silicon to Launch in Second Half of 2021

Tuesday November 24, 2020 7:53 pm PST by
Apple plans to release additional MacBook models with Apple Silicon in the second half of 2021, according to analyst Ming-Chi Kuo, as part of the company's two-year transition away from Intel processors across its Mac lineup. In a research note today, obtained by MacRumors, Kuo said that these MacBook models will feature a new design. Kuo did not specify which models these will be, but he...
2020 apple shopping event

Apple Offering Up to $150 Gift Card With Select Products on Black Friday Through Cyber Monday

Monday November 23, 2020 2:53 am PST by
Apple has announced its annual four-day shopping event, offering customers up to a $150 Apple Store gift card with the purchase of select products between Black Friday and Cyber Monday in the United States. The gift card values in the United States are as follows: $150 for 16-inch MacBook Pro $150 for 21.5-inch iMac $50 for 13-inch MacBook Pro $50 for MacBook Air $50 for iPhone SE,...
app store christmas icon

Apple Shutting Down App Store Connect From December 23 to December 27

Monday November 23, 2020 10:14 am PST by
Apple shuts down App Store Connect for a week around the holidays each year in an effort to give App Store staff time off from work. This year, App Store Connect will be unavailable from December 23 to December 27. With App Store Connect unavailable, Apple will not accept new apps or app updates, so all pricing changes and new app submissions need to be locked in before those dates for...
Target November Deals 1

Black Friday Spotlight: Target Begins Week-Long Sale With Deals on iPhone 12, Powerbeats Pro, and More

Monday November 23, 2020 8:07 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Target. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
max tech xcode benchmark m1 macbook

Video Demos Performance Differences Between 8GB and 16GB Apple M1 MacBook Pro

Monday November 23, 2020 2:54 pm PST by
All of the M1 Mac models use the same M1 chip, so the upgrade options are limited to SSD storage space and RAM. We haven't seen many comparisons that demonstrate the difference between a machine with 8GB RAM and the upgraded 16GB RAM option, but Max Tech today shared a video highlighting the performance between an 8GB MacBook Pro and a 16GB MacBook Pro. The video includes a series of...
new mac mini logicpro screen

M1 Macs Able to Run Up to Six External Displays Using DisplayLink

Tuesday November 24, 2020 6:53 am PST by
It is possible to run up to six external displays from the M1 Mac mini, and five external displays from the M1 MacBook Air and MacBook Pro, with the aid of DisplayPort adapters, according to YouTuber Ruslan Tulupov. This far exceeds Apple's specified limits on external displays with the M1 Macs. Apple's host of new M1 Macs are not capable of supporting as many external displays as their...
iPads black friday 20 sale feature

Apple Black Friday 2020: Best iPad Deals

Tuesday November 24, 2020 8:51 am PST by
Although we're still a few days away from the official launch of Black Friday, we've known for a few weeks that many retailers would be kicking off discounts ahead of November 27. Because of this trend, today we're tracking discounts across Apple's lineup of iPads, including the 10.2-inch iPad and 2020 iPad Pro. More sales are likely to appear as the week progresses, and when they do we'll update ...
13 16 inch macbook pro air trio

Reliable Leaker Suggests Redesigned MacBooks in 2021 Will Include Both Apple Silicon and Intel Models

Wednesday November 25, 2020 9:15 am PST by
Reliable leaker known as "L0vetodream" has today suggested on Twitter that redesigned MacBooks coming in the second half of 2021 will include models with both Apple Silicon chips and Intel processors. The brief Tweet came in response to a MacRumors article from earlier today, which outlined a report from Ming-Chi Kuo claiming that Apple plans to release redesigned MacBook models with Apple ...
ipad pro 2020 display

Black Friday Week Kicks Off With Up to $150 Savings on 2020 iPad Pro

Sunday November 22, 2020 2:37 pm PST by
As we head into Black Friday week, we're seeing some of the best deals of the season so far, with Amazon and Best Buy today discounting the latest iPad Pro models by up to $150 at the lowest prices we've ever tracked on these models. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep ...