We talk a lot about how "personalized content" is key in building a relationship with your customers, whether it’s through your website content, social media interactions or advertising. High-end retailer Burberry has taken this concept to a whole new level as part of its London Fashion Week Show. The company has developed chips that they have embedded into each of its runway purses and coats that will connect straight to your smart phone when you log in to Burberry.com. If you attempt to pre-order these items, you will then able to view a video that shows your name being engraved into a metal nameplate that is stitched into the coat or purse. Burberry has also backed up the campaign with several social media connections. Read Mashable’s article for the full scoop and watch the promotional video below.