The email "Inbox" is becoming very crowded, which is why Burberry is driving post sale communications through an "invite only" messaging service.
Burberry connects in-store customers to this chat service allowing staff to provide a personalized experience beyond the initial sale. Store employees are then incentivized to engage with customers, and if any sales occur through this connection, they are attributed back to that store.
This “chat/concierge” service is rare with only 9% of luxury retailers offering REAL-TIME advice through a chat tool.
The majority of retailers use chat as another email service which is not what it's designed for and not what customers want.
Research proves they want to speak to a human, hence the term "live chat". Burberry is driving this new initiative by providing a customers large incentives (in the form of discounts) to connect via the new messaging service and smaller incentives to sign up to email.
No proof has come yet on the effectiveness of these new activities, but if done right, this retailer is on to a winner.