Burberry has introduced Smart Personalisation for their Prorsum Autumn/Winter 2013 runway Made To Order collection. Customers can order products like costs and bags from the runway and receive in 9 weeks with personalized engraved nameplates.
Each item holds a tag containing a video celebrating their dedication to design and craftsmanship and shows the making of the personalized item featuring their nameplate. These tags are not RFID but a similar technology developed by Burberry.
The video can be unlocked by scanning the tags and one of the best experience for people in London is to view the video on the huge walls at Burberry’s flagship store in London’s Regent Street, where these walls turn into huge screens playing the personalized video.
This is definitely a smart move in digital by Burberry and will be interesting to see how the customers react to it and spread the word. This also seems to be some kind of test that Burberry is doing to learn about such technology, customer behavior and its relevance. It is definitely a huge investment and will be useful to see how it rolls out and adds value besides making the customer feel hyper special!