While it’s common for brands to have an established digital and social presence these days, the experience can often seem a bit disconnected. That is, what a consumer experiences on the brand’s social media sites could differ from the in-store experience, which differs from the brand’s web site, and so forth.
As we begin to see a shift in the kinds of devices we use to access and interact with brands, it becomes clear that brand experiences can differ in this way, as well. How you experience a site on your iPad or smart phone may not be the same as it is on your laptop, for example.
So how, then, can brands connect this experience across devices and platforms?
Luxury brand Burberry found itself in such a position. How could it connect this experience for its customers? How could it guarantee that, no matter how customers interact with the brand, the experience will always remain the same?
The result, as Burberry CEO Angela Ahrendts notes in this sponsored video, is a vision to be the first company that is fully digital, end-to-end.
With the help of Salesforce, Burberry has embraced this vision and worked to create a social enterprise. The result is that, no matter who you are, where you are, or what device you use to access it, you will get the same look and feel of the Burberry brand.
This creation of a social enterprise not only gives tech- and social-savvy customers a better digital experience that is more consistent with how they want to shop, but it also makes it easier for Burberry to interact with them. As a brand, it’s important to be able to touch your consumers and for them to be able to touch you. Embracing social as part of your business strategy makes this possible.
Salesforce has made this idea of a social enterprise a reality not just for Burberry, but numerous other brands, as well.
This post has been sponsored by Salesforce. All thoughts are my own.