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Luxury Retailer Burberry Embraces Personalised Pinterest Marketing


Global Marketing News – 15th August 2016

Luxury retailer Burberry embraces personalised Pinterest marketing

The luxury fashion retailer Burberry has become the first business in its market to offer its customers a personalised Pinterest experience.

By performing a short, three question survey, visitors to the Burberry page will see tailored content based on the answers they gave.

Pinterest is the most viewed beauty platform in the world, with 38.5 million users visiting its hair and beauty section, and the recent move allows the brand to cater its posts directly to customers.

After the announcement of a 10% fall in profits for last year, Burberry announced that they would be focusing on its “digital prowess” to boost customer loyalty.

Burberry was also the first brand to take advantage of a ‘Snapcode’ on Snapchat, giving in-store customers exclusive extra content.

Israelis embrace cross-border ecommerce

According to data released by PayPal and the global research firm Ipsos, 79% of Israeli online shoppers currently make cross-border purchases online.

Due to high levels of tax placed on ecommerce orders in the country, it often works out cheaper for online shoppers to look internationally for an item.

Most of the orders are made from online shops based in China, Brazil, the USA or the UK.

Alibaba has recently made investments in a number of Israeli tech startups, helping make China the top ecommerce destination.

However, the Israeli ecommerce market is still growing.

The research firm Statista says that ecommerce revenues in Israel will reach nearly 5 billion US dollars by 2020, up from 3.6 billion US dollars this year, an annual growth rate of 8.3%.

Android’s global growth continues

Android has continued its global growth, as iOS begins to slow.

Kantar Worldpanel has recently released figures showing that Android has seen significant increases in growth across all major markets.

With growth levels of 5.5% in Europe, 6.6% in Japan and 4% in Australia, it also continues to have a 65% market share in the US, despite a minor decrease of 0.6%.

Meanwhile, Apple’s iOS system is having to cope with a back-to-back quarterly iPhone sale decline.

Overall, iOS has only increased its market share overall by 0.7% in one year, and continues to lose ground to budget smartphones producers Huawei and Xiaomi in China.

Kantar said that it expects a weak third quarter for Apple as well, as the anticipation for an upcoming iPhone “typically means a weaker summer period for iOS”.

Amazon pushes further into India

Amazon is pushing further into India, with a three-day nationwide promotion.

It was reported that the ecommerce giant hit record daily sales in the country after its ‘Great Indian Sale’.

Amazon India said the first day of the sale was their “biggest day ever”, with several categories performing well, including software, which saw an increase in sales of 1,000%.

The company also recently launched its Prime subscription service for the first time in India, which will offer free one and two day deliveries to customers, and access to Amazon Prime Video.

However, the rival ecommerce marketplace Flipkart, which also recently held a nationwide sale, has launched its own content programme, Content-2-Commerce.

In an attempt to take on Amazon’s Prime service in the fight for traffic in India, Flipkart is working with multiple online content creators to give users access to many different forms of content, including video and written articles.

Flipkart claims that within a week of its launch, one million people had already used the service.

McDonald’s joins forces with Pokémon Go in Japan

And finally, McDonald’s partnership with Pokémon Go is immediately showing benefits, as profits are boosted in Japan.

Launched in July, Pokémon Go has been the most downloaded app in Japan since its release, and the deal with McDonald’s allows users of the game to use the fast food company’s restaurants in the country as “PokéStops” and “PokéGyms”.

Following this agreement, it has seen a jump in sales of 27% in the month following the app’s release.

McDonald’s CEO, Sarah Casanova, said the business “is in a vastly different condition than it was a year ago”, but that it was too early to tell for sure what effect of the Pokémon Go partnership would be.

Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.

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Gemma Houghton

Director of Marketing at Webcertain
Gemma has worked in international search marketing for over 15 years and is Director of Marketing at Webcertain, overseeing all marketing activities for the Group. She also organises and programmes Webcertain’s International Search Summit and International Social Summit, Barcelona-based conferences focusing on international and multilingual digital marketing. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing, a Diploma in Management and Leadership from the Chartered Management Institute, and a BA joint honours degree in French and German.

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