Burberry has launched its first ‘social media store’ in China aiming to connect shoppers’ “online life with your in-store life”.
Burberry has partnered with Chinese tech behemoth Tencent to develop the store in the country’s tech capital Shenzhen.
WeChat, the Chinese social media “super app” owned by Tencent, will be heavily integrated into the concept store via a customer WeChat mini-programme.
The app will act as a digital companion for shoppers, allowing them to engage with instore items, learn about new products and content and even share their own content.
Every item in store will be scannable, and the app will allow them to view additional “product storytelling” content including the items pictured on various models.
Customers can also book personalised fitting rooms, where they can select their own playlists and adjust the lighting.
Every action a customer takes in-store will be awarded with ‘social currency’.
A virtual animal character will grow and evolve as the shopper gains more social currency, and gradually unlock rewards including new characters and outfits, eventually gaining access to a digitally enhances room called dubbed the “Trench Experience”.
“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible,” Burberry’s chief executive Marco Gobbetti said.
“When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers.”
Burberry’s senior vice president of digital commerce Mark Morris added: “This store is about trying to connect your online life with your in-store life so that one adds value to the other.
“It was this idea that luxury couldn’t be just top-down. It had to be an engagement with your customer base, and there was a real passion there to tap into it.”