Apple and Burberry Develop Personalized Retail Chat Service for Luxury Shoppers

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.


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

(View all)
Avatar
3 weeks ago
The last vestiges of Angela's influence I'm guessing.
Rating: 6 Votes
Avatar
3 weeks 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.
Rating: 3 Votes
Avatar
3 weeks 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
Rating: 3 Votes
Avatar
3 weeks 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.
Rating: 3 Votes
Avatar
3 weeks ago
Is Burberry still considered luxury after they made the decision to make all of their products in the Third World?
Rating: 3 Votes
Avatar
3 weeks ago
Let them eat cake
Rating: 3 Votes
Avatar
3 weeks ago

To be fair she did a great job for shareholders. A large majority of people don’t care about multitasking or productivity etc. A massive amount of people just want to take a nice mirror selfie with a pretty phone and outfit for Instagram likes. I mean Apple aren’t releasing new watch bands and colourful cases every season just for fun.

I make no judgments about her tenure at Apple. I was just commenting that this seems like something that would have occurred because of her influence.
Rating: 2 Votes
Avatar
3 weeks ago
Not a fan of this partnership, is it a coincident that prices started to soar after Angela Ahrendts joined Apple....
Rating: 2 Votes
Avatar
3 weeks ago
Hello - how can I take your money - I mean "help you"
Rating: 1 Votes
Avatar
3 weeks ago
This is not a good look.
Rating: 1 Votes
[ Read All Comments ]