British fashion brand Burberry is one of the most recognized luxury clothes labels in the world. Starting in 2006, the company aimed to reinvent itself as an “end to end” digital enterprise. Its strategy was to use Big Data and Artificial Intelligence (AI) to boost sales and customer satisfaction.

It does this by asking customers to voluntarily share data through a number of loyalty and reward programs. This information is used to offer personalized recommendations, online and in store. When an identified customer enters a store, sales assistants use tablets to offer buying suggestions based on their customers’ purchase history as well as their social media activity.

Source: forbes.com
Author: Bernard Marr