Burberry to roll out click-and-collect as online traffic grows

The luxury brand retailer, considered to be at the forefront of digital innovation in the luxury fashion sector, started to trial click-and-collect in April last year. Some 25 stores including Manchester and Regent Street and Knightsbridge in London are currently testing the service.

Speaking on a conference call this morning, chief finance officer designate Carol Fairweather said that customers were “responding well” to the service and that it planned to roll out the service across further stores throughout the year.

Retailers are increasingly offering click-and-collect to give customers a convenient way to collect products that they purchase online. Although click-and-collect is widespread across the high street, with retailers such as Oasis, John Lewis and Marks & Spencer providing the service, most luxury retailers have yet to invest in the area.

Fairweather said that Burberry customers were increasingly channel agnostic, shopping across different channels such as in-store, online or from in-store iPads.

Burberry today reported a 13% rise in like-for-like sales in its first quarter due to the “exceptional performance” of its spring fashion range. Underlying retail revenue soared 18% to £339m in the three months to June 30. Sales growth was driven by its investment in digital as footfall was “soft offline but grew strongly online”.

Burberry operates 207 retail stores worldwide, as well as 212 concessions, 50 outlets and 64 franchise stores.