Burberry turns to Vodafone marketer Alessia Kosagowsky ahead of mobile push

Burberry: mobile app
Burberry: mobile app

Burberry has brought in former Vodafone head of customer intelligence Alessia Kosagowsky ahead of the launch of a "360 customer experience" in the Spring.

The experience will allow the brand to know "everything" about the customer through their mobile devices, when they walk into the store, including details such as whether they have just shopped in Hong Kong or Singapore.

Burberry is seeking to put mobile at the centre of its customer communications with the initiative, which it is launching in partnership with CRM and cloud computing firm Salesforce.

The technology has already been trialled at the brand’s London Fashion Week Show, which saw attendees arriving at the show instantly emailed by Burberry chief creative officer Christopher Bailey when their mobile device was recognised.

Attendees were also given a "social link" to allow them to watch live action of celebrities arriving at the show and see backstage footage of the models’ looks before they entered the catwalk.

The retailer is seeking to put the mobile device at the centre of its marketing and recently launched a watch using mobile-only content.

Burberry is understood to have hired Kosagowsky for a new customer communications unit as it seeks to revolutionise its customer experience.

Speaking at a Salesforce event, Burberry chief executive Angela Ahrendts said: "Wherever the customer is as soon as they say something about the Burberry brand we should be able to hear it.

"So if you tweet something negative or positive our teams pick up on that and should be able to have a dialogue with you in real time – that’s the ultimate in customer service."

It is understood Kosagowsky will report into Burberry VP of customer service Philippa Cort.

Burberry did not return requests to comment.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers