Burberry’s social retail store — a first among luxury brands — opened doors on 31 July in China’s tech hub of Shenzhen. The project is a result of an exclusive partnership with WeChat owner, Tencent, which is powering all of the in-store technology. The 5,800-square-feet concept store is located in the luxury mall MixC Shenzhen Bay, where it has blended the brand’s online and offline worlds for customers. The store window is interactive and forms with people’s movement.
Once through the door, a customer’s experiences are guided by a digital point system called ‘Social Currency,’ which accumulates a customer’s in-store activity and social engagements with the brand through a customized WeChat Mini Program. 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.
Other features of the store include an interactive digital window at the entrance inspired by the mirrored runway from the Burberry AW20 show, Memories; a cafe – called Thomas’s Café (named after the brand’s founder, Thomas Burberry; three fittings rooms, each with its own creative concept, which shoppers can pre-book through the mini program; and, of course, Burberry’s latest collections, all labelled with QR codes shoppers can scan to unlock product information.
Luxury brands have entered an age where they are vying to achieve digital firsts. Burberry became one of the first brands to engage in luxury livestreaming this March, and now it has become one of the first to open a social retail concept store. For Burberry this project is a process of exploration, learning and innovation.
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Bronnen: FashionUnited, JingDaily