Burberry pools its online and offline inventory in China
July 27, 2015 11:11 AM
Burberry Group plc says it has upgraded its e-commerce system in China, so that its stores and online store can share inventory. That allows store employees equipped with iPads to place orders from online stock if a store doesn’t have the item a shopper wants, and it enables online shoppers to pick up an order in any physical store.
The United Kingdom-based luxury retailer says this project improves product availability online and in-store, and has reduced delivery times in China, one of its most significant markets. Burberry is No. 368 in the Internet Retailer 2015 China 500, with 2014 online sales in China estimated by Internet Retailer at $12.6 million.
Burberry says the new system has reduced average delivery time for online orders in China from about 10 days to less than 3 days. The retailer has also increased selection on its Chinese site, cn.burberry.com, by adding a cosmetics category.
Based on the positive results, Burberry says it will expand the online and offline integration into the United Kingdom and the United States in the near future.
Burberry is a pioneer brand in selling high-end goods online and in 68 stores in China. Besides its own Chinese e-commerce site, Burberry in April 2014 opened a store on Alibaba Group’s Tmall.com marketplace.