Burberry has launched its first social retail store in Shenzhen, showcasing a blend of the physical and social worlds in a digitally immersive retail experience.
In collaboration with Tencent (which owns WeChat), Burberry has positioned the store as a space of exploration and designed it to inspire and entertain luxury customers, where they can interact with the brand and products in new and engaging ways, both in person and on social media.
The store is Burberry's first step in an exclusive partnership with Tencent, taking interactions from social media and bringing them into a physical retail environment. Through a dedicated WeChat mini programme, customers can unlock exclusive content and personalised experiences and share them with their communities. The programme is a customised digital companion tailored to enhance the way customers experience the store physically or virtually.
Through it, customers can access features such as store tours and learn about products. It also provides a platform for dedicated client services, in-store appointment bookings, events and table reservations in Thomas’s Café, the in-store café and community space.
Customers can earn rewards through the Burberry social currency feature. Each customer is given a playful animal character that evolves as they engage in-store and socially. Rewards range from exclusive café menu items to specialised programme content.
The store comprises several areas for customers to explore. Each space has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s reputation as a luxury brand, the store also celebrates its iconic products as reinterpreted by Riccardo Tisci, such as the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.
"We test new ideas and push the boundaries of what’s possible. When it comes to innovating around social and retail, China is the obvious place to go as home to some of the most digitally savvy luxury customers," said Marco Gobbetti, CEO of Burberry.
Located in the new Shenzhen Bay MixC development, the store is expected to open on 31 July.
"Through the partnership with Burberry, we hope to provide our contribution in the upgrading of luxury retail, improving the quality of people’s lives and promoting sustainable development," said Martin Lau, president of Tencent.