August 6, 2020: Taking retail a notch higher, Burberry’s first social retail store opened in Shenzhen on July 31, 2020. The luxury brand has partnered with Tencent Technology, a global tech-giant that owns one of the most famous Chinese messaging apps WeChat. The immersive experience to the customers is provided by a special WeChat Mini Program loaded with innovation.
The program is gamified with a special animated avatar that will upgrade itself automatically every time the customer uses the app in store. Additional perks include booking your appointment, reserving fitting rooms and also a table at the exclusive in-store Thomas Cafe. All the products can be scanned by QR codes which will allow customers to explore additional information on the same. The app also has ‘social currency’- a rewards program that monitors a customer’s in-store activity and interactions with Burberry on social media. The higher the engagement of the user with the brand, the better the rewards with more personalization and privileges.
The store sprawls up to 5,850 square feet with 10 different sections, each one unique in its design. Maintaining the brand DNA throughout, the store in its entirety reflects Burberry’s signature themes. A responsive and interactive window changes according to the brand’s seasonal collections and house codes. The three fitting rooms boast their own distinctive playlist collection and motifs – the Thomas Burberry Monogram being one of them. The trench experience room is an ode to the renowned Burberry Trench Coat while the interiors of the Thomas Cafe, named after the founder Thomas Burberry, is inspired by nature and Burberry’s Animal Kingdom.
The first of its kind social retail store, Burberry’s stellar new store is a fulfilment of creative director Riccardo Tisci’s vision where the digital is blended with the physical realm.
