If you feel that offline shopping is troublesome and online shopping is difficult to choose, now luxury brand Burberry and Apple have developed a personalized chat service tool R Message, which allows the clerk to take you online shopping, and at any time Answer your question.

This tool is available in Burberry’s app. After the invited customer downloads R Messages, the store’s employees can talk directly to specific customers.

Customers can make in-store reservations through R Messages, receive customized recommendations from shop assistants, conduct detailed product inquiries, purchase products or accessories directly, and more.

Burberry store employees are now using a standalone app called R World, where they can get up-to-date information on Burberry products, inventory management, advertising campaigns, statistics, price lists, etc., and then give feedback to customers. .

But R Message connects Burberry’s internal systems to customer-facing apps, making communication between store and mobile customers easier and more integrated.

The purpose of Burberry’s move is to enhance the customer’s shopping experience and enhance the connection between high-value customers and brands through more personalized services.

Burberry Numbers Business Vice President Mark Morris said in an interview:

We offer our clients a luxurious concierge experience with this tool. It has all the basic features of WhatsApp, but with additional elements for luxury.

If this service lets you think of Apple’s iMessage, it does use the same infrastructure as iMessage’s Business Chat, this time integrating the mechanism into Burberry’s app.

But R Message differs from iMessage in that every customer and clerk’s communication takes place within the app, and the R Message in the Burberry app is more personalized and the shopping functionality is more diverse.

The store is also able to integrate R Message with the inventory system in real time View legacy products and build a more targeted sales strategy.

In addition, in addition to providing technical support, Apple also integrates the service with Apple Pay, so it is more convenient for customers to pay with Apple Pay.

This is not Apple’s first collaboration with Burberry. The 2013 Burberry fashion show was all shot by the iPhone 5s; in 2015, Burberry became the first company to have an Apple Music channel; Burberry CEO Angela Ahrendts is now the Apple Store owner.

At present, R Message is in the store in Manchester Test this service to implement the app in 431 global stores and 6,000 employees.

However, this feature is only available to invited customers. According to Vogue, Burberry will provide this service to some key customers, not all.

It seems that R Message seems to be a dedicated platform for Burberry, but for other retailers, it also means a new possibility – people don’t have to enter the store under the impact of digital networks It will also be able to have a private customized shopping experience at any time.

Image from: Burberry