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Burberry focuses on interaction and social sharing with its new store in Shenzhen

22
dec
2020
Céline Delacharlerie
Correspondante Innovation Retail Asie
2 minutes
The luxury brand Burberry has teamed up with Chinese giant Tencent, the publisher of the WeChat Super App, for its new showcase shop open in Shenzhen this summer. The store was designed to encourage sharing and social interactionA mini-program, i.e. an “app in the app” available in WeChat allows customers to make reservations in Burberry’s exclusive café, book a fitting room or scan product labels for inspiration on the styles they can create with the product.

The store brings together all the ingredients to ensure brand visibility on social media: it offers a unique visual, creative and sensory experience that customers don’t miss sharing on WeChat. The window shop is a recreation of the Fall-Winter 2020 Burberry parade ramp, people can interact with it when they pass by. The three fitting room are each uniquely decorated. The store also has an exclusive coffee area, which requires a reservation, and is continually subject to waiting list. The coffee tables are mirrors, offering a unique effect and an additional opportunity to take pictures of your meal and share it on social networks.

The new Burberry store fits perfectly into the retail movement as a place of social interaction with customers rather than a place of sale. The in-store journey is designed to “increase” the customer’s online and in-store life. The store received a lot of attention at its launch, but will have to reinvent itself continually to attract customers to come back regularly for a new experience.

Moreover, the place also makes use of the technology, thanks to its cooperation with Tencent. Burberry and Tencent have developed a mini-program on WeChat that allows customers to be assigned a digital pet, which they can evolve by earning a “social money” through their interaction and use of the mini-program in-store. Social money” also entitles you to personalized content, such as new characters or avatar outfits, or exclusive dishes on the coffee menu.

Why download the mini-program and visit the store?

Vitrine

Interact with the store window

The shop window is a recreation of the Fall-Winter 2020 Burberry parade ramp, which records and recreates the movements of visitors.

Animal

Discover your Burberry pet

Once your profile is created, you get a digital avatar as a pet. To encourage engagement, the program has a reward system to earn “social money” that entitles you to personalized content, such as new characters or avatar outfits, or exclusive dishes on the coffee menu.

QR code

Scan product labels

All products have QR codes, which customers can scan to get more information and style ideas that you can create with the product.

The café

Reserve a table at the “Thomas Café”

This unique and exclusive coffee shop accessible via the Burberry store requires a reservation via the Burberry mini-program in WeChat, and offers many photo opportunities.

Cabine

Book one of the three fitting rooms

The mini-program allows you to choose the fitting room you prefer, from three uniquely decorated cabins, book it and select the music you want to hear.

Céline Delacharlerie
Correspondante Innovation Retail Asie
Celine is the correspondent of the Echangeur in China. On the lookout for retail innovations, she identifies and analyzes the latest retail and consumer trends in Asia.
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