The chat feature on Burberry’s app is becoming more useful to
shoppers. The British luxury brand is planning to roll out a new chat
service in partnership with Apple, which will allow customers to chat
directly with store employees.
Called “R Message,” the new chat feature is for a select pool of
key customers. These customers will be able to book in-store
appointments, receive personalized product recommendations and make
direct purchases using the tool.
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R Message is first being piloted in Burberry’s flagship store in
Manchester, England, and will eventually be made available across 431
global locations through 6,000 store associates. The tool is
integrated with an internal Burberry app, R World, which employees use
to access to real-time inventory data and company news.
Burberry told Vogue Business that it developed R Message as a means
to better connect with mobile-first customers who keep informed with
brand news and products. These customers will be able to more
seamlessly shop and gather inventory information in the way is most
convenient for them.