Digital innovation is a cornerstone of our strategy and our ambition is to remain the digital pioneer in luxury, building on our robust foundations and credentials in this area. It was our strong digital infrastructure that enabled us to continue to generate excitement around our new collections despite the challenges imposed by the COVID-19 pandemic. In order to safeguard our people and our communities, we transformed our shows and presentations into digital events and enhanced the online Burberry retail experience. In doing so, we brought our brand to audiences all over the world.
Digital continued to be a driver of growth during the year, with lockdowns and COVID-19 restrictions accelerating the shift online. As well as increasingly being the first step in our customers’ inspiration journey, Burberry.com offered a virtual shopping experience for customers unable to visit stores shut temporarily due to the pandemic.
We provided the same exemplary service that is a hallmark of shopping in our stores through virtual conversations with our Sales Associates, who were on hand to assist with styling and sizing advice. We also enhanced Burberry.com with engagement-building tools, including virtual events and exclusive digital content, and we increased personalisation.
To create a bespoke experience, we invited customers to connect with a local Burberry Sales Associate via a chat function. By doing so, the Sales Associate could share photographs of a specific product or pair pieces to demonstrate styling options. Shoppers could also schedule video calls with Sales Associates, who could take them through collections in a way that was tailored to their needs.
In some regions, we also employed AR tools to enable customers to picture Burberry products in their own environment. Not only was this a practical solution when visiting a store was not a possibility, but it also offered an additional dimension to the inspiration element of the customer journey.
The Burberry World area on Burberry.com provides visitors with background information on our products, our purpose and our approach to the environment and social responsibility. Content highlights this year included A New Awakening, a short film directed by Derek Tsang, to mark Chinese New Year, and images of the mural series created as part of the Burberry Supports Youth initiative, which showcases next-generation artists in Manchester, England, and Chengdu, China.
To bring the physical shopping experience to our customers wherever was convenient to them, in FY 2020/21, we focused on virtual event formats. These included invitations to customers to participate in virtual product launches and styling sessions. In the third quarter of FY 2020/21, our digital pop-ups and local activations on Burberry.com helped drive high double-digit full-price growth in the channel and we saw triple-digit full-price growth in Mainland China in the period.