“The Boutique of Tomorrow, Today” is the new retail concept that Burberry has brought to life in Shenzhen, China. In an effort to connect with its local consumers and adapt to the rapidly recovering Chinese market, the luxury brand has partnered with tech giant Tencent to create an immersive retail experience that combines physical stores with social media.
The Shenzhen Bay MixC store is the first example of this innovative partnership. With an area of 538m2, the store is divided into ten sections that visitors can explore using a specific WeChat mini-program. This program offers a range of high-value content and services, including guided tours, product information, appointments with brand experts, and participation in workshops, exhibitions, and live performances.
Using the mini-program, each customer is assigned a small avatar and is encouraged to interact with the various features of the store. By engaging with different elements, customers can unlock exclusive experiences and content, such as unique menus at Thomas’s Cafe or access to the Trench Experience, which is dedicated to the brand’s bestseller.
The store also features an interactive storefront that responds to the movements of the public and changes with the seasons. QR codes provide information about each product, and fitting rooms are designed with their own ambiance and playlist. Customers can even book their favorite fitting room through the WeChat mini-program.
The Shenzhen store is just the beginning of Burberry’s experiment with this new retail concept. The brand plans to deploy similar immersive spaces in other locations throughout China in the coming months.
Sources:
1. https://www.burberryplc.com/en/newsroom/corporate/burberry-opens-first-social-retail-store-in-china.html
2. https://www.luxurydaily.com/burberry-taps-tencent-for-social-retail-store-in-china/
