Burberry tests ‘social retail’ in China

Davida Erdahl

The luxury retailer has collaborated with Chinese technology giant Tencent to create a new concept store which aims to “blend the physical and social worlds”. The 5,800 sq ft store is split into 10 rooms, each offering its own interactive experience. Through a dedicated WeChat mini program, developed through an […]

The luxury retailer has collaborated with Chinese technology giant Tencent to create a new concept store which aims to “blend the physical and social worlds”.

The 5,800 sq ft store is split into 10 rooms, each offering its own interactive experience.

Through a dedicated WeChat mini program, developed through an exclusive partnership with Tencent, shoppers will be able to earn social currency as they explore the store, which they can use to access exclusive content and personalised experiences. Each customer is given a digital animal character that evolves as they engage with in-store experiences.

The program will feature store tours and product information, and will also act as a portal for client services, such as in-store appointment bookings and events reservations.

Other features include an interactive digital window at the entrance inspired by the mirrored runway from the Burberry autumn/winter 2020 show, Memories; a cafe – called Thomas’s Cafe; three fittings rooms, each with its own creative concept, which shoppers can pre-book through the mini program; and Burberry’s latest collections, all labelled with QR codes shoppers can scan to unlock product information.

“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces”, Marco Gobbetti, chief executive at Burberry, said.

“We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as it is home to some of the most digitally savvy luxury customers. Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail.

“The first step in an exclusive partnership between our companies, Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”

 

 

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