The Latest Insights from International Online Marketing
3 August 2015.
Burberry’s online and physical stores in China now share inventory, in an experimental move that is likely to be implemented in the US and UK as well.
Pooling its inventory has meant that online shoppers can pick up their items from a physical store, and also that employees in physical shops can order stock online if they do not currently have the item in-store.
The move has reduced delivery times, with the average Chinese delivery time dropping from 10 days to just 3 days.
As a result of the successful experiment, Burberry has announced that it is likely to pool inventory in the US and UK too.
Burberry is ranked number 368 in the Internet Retailer list of top 500 companies in China, and made a profit of 12.6 million US dollars last year.