When it comes to assessing a brand’s digital competence, which brands are leading? SVP of Marketing at Four Seasons Elizabeth Pizzinato believes Burberry, Tiffany’s, West Elm and Marriott have all demonstrated excellence in digital. Burberry was the first to realize consumers are comfortable interacting with a brand on digital, and has since been a leader in rolling out strategies for new platforms. West Elm has had success with integrating user-generated content onto the purchase experience.
Four Seasons is actively looking at leveraging user generated images this year. The brand is starting a trial with visual commerce platform Olapic to place user-generated content in the booking path.