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 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

Read More