CBI member, Burberry, has launched a luxury ‘social retail’ store in China in partnership with tech giant, Tencent.
The store opened in Shenzhen last weekend, and while appearing as a traditional brick-and-mortar store at first glance, incorporates Tencent digital technologies to give shoppers a ‘digitally immersive retail experience.’ Burberry announced that it plans to roll out additional stores across China, which accounts for 40% of the designer’s total sales.
Chief Executive, Marco Gobetti said: ““Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail […] Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”
Burberry’s social retail store works by integrating the virtual store the fashion house has been developing on China’s social media platform, WeChat, with the physical surroundings of the store in Shenzhen. While walking around the store, customers can unlock exclusive content and create experiences that can be shared online, turning the physical space in Shenzhen into a personalised environment.
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