A hint that Burberry is on the right track about social media integration
In my last post, I wrote that I didn't know of a retailer that is yet offering a fully integrated multi-channels experience. I have however just discovered that Burberry's own social media site www.artofthetrench.com might indicate that they are on the right track towards this full integration. The site allows a Facebook account connection (in fact imposes it) before uploading your own trench coat pictures. This of course does not mean that Burberry will implement this type of integration on its ecommerce site but it's a start.
PS. I am not suggesting that a Facebook account should necessarily give you access to all ecommerce sites! Social media is not just about Facebook for a start, and a social media strategy should not be application dependent anyway. If the technology might still need to be defined, the goal is clear however: offering an integrated and consistent multi-channels customer experience and follow each customer as a unique individual through all channels.