According to Vogue Business, R Message was created by Burberry in collaboration with Apple, similar to the concept of Apple Business Chat. Apart from running in iMessage, the activity took place entirely in Burberry's R World application. The application will also provide Burberry with many benefits. Its integration with the back-end inventory system can not only make orders, but also let salespeople know the available products and sell them to customers interested in the products. The employee-side application also includes a news feed, including company updates, advertising campaign photos and press conferences, to try and encourage store employees to use the application.
Burberry is piloting the app at its Manchester flagship store in an effort to extend it to 431 stores and 6,000 employees worldwide.