Burberry Elevates the Global Luxury Shopping Experience with a Personalised Retail App

Challenge

, one of the world's most iconic luxury fashion brands, was experiencing a growing disconnect between its digital and in-store customer journeys. High-value customers who browsed online rarely received the same level of personalised attention when visiting physical boutiques, and the brand's existing mobile app offered little beyond a product catalogue.

Customer retention data showed that shoppers who received personalised recommendations spent 2× more per visit, yet fewer than 10% of interactions were personalised at the time of purchase. Sales associates had no visibility into customer preferences or purchase history, making meaningful clienteling nearly impossible.

"Luxury is about making every customer feel known," said Burberry's Chief Digital Officer. "We needed technology that gave our teams the intelligence to deliver that, whether someone is browsing online at midnight or walking into our Bond Street flagship."

Solution

Winklix built a dual-interface React Native app — a consumer-facing shopping app and a sales associate clienteling tool — powered by a Node.js personalisation engine integrated with Salesforce CRM and Burberry's product catalogue. Delivery ran over 11 months across two phases.

Consumer App & Personalisation Engine

The consumer app delivered AI-powered product recommendations based on browsing history, past purchases, and style preferences. A wishlist-to-boutique feature allowed customers to reserve items for in-store try-on, bridging the digital and physical experience seamlessly.

Sales Associate Clienteling Tool

A companion app for sales associates surfaced a customer's full purchase history, preferred sizes, wishlisted items, and occasion notes before and during boutique visits. Associates could send personalised lookbooks directly to clients via the app, extending the relationship beyond the store visit.

CRM Integration & Analytics

Deep integration with Salesforce ensured all customer interactions — digital and physical — were captured in a single record. A real-time analytics layer gave Burberry's marketing team insight into which personalisation touchpoints drove the highest conversion and lifetime value.

Outcome

Within six months of launch across Burberry's global digital and flagship boutique network:

• Repeat purchase rate increased by 28% among app-engaged customers.
• Average order value rose 19% for customers receiving personalised recommendations.
• Sales associate productivity improved 40% through instant access to client profiles.
• App reached 500,000 active users within the first 90 days of launch.
• Customer satisfaction (NPS) increased by 17 points across boutique locations.