Retail Technology
| Log in | Subscribe



Subscribe | Log in
Retail Technology
Subscribe

Burberry launches “social retail store”

By Retail Technology | Monday August 3 2020

Iconic British fashion brand and retailer Burberry has opened a luxury concept store using social media interactions

Burberry teamed with Tencent for the new store in Shenzhen, China, and plans to roll it out across its 61 store network in the country.

Tencent's WeChat social messaging platform – which has more than 1 billion users in China and is the country’s version of WhatsApp – is key to the new store concept.

A WeChat programme allows shoppers to unlock exclusive content and personalised experiences they can then share on their social media networks.

Product information

All the clothes in the new conceit store are labelled with QR codes which show product information on the customer's phone when scanned.

Burberry CEO 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."

Commenting on the store launch, Elliott Jacobs, EMEA commerce consulting director at LiveArea said: “The key behind a lot of this innovation is data. Tencent (through WeChat) has access to extraordinary volumes of consumer data, with millions of people using WeChat to interact with brands, search and browse products, share social media content and make payments.”

 

   

Related items

French Connection completes Shopify integration

By Retail Technology | Retail Technology

H&M Group enhances in-store technology

By Retail Technology | Retail Technology

Love Island swaps fast fashion for pre-loved

By Retail Technology | Retail Technology

boohoo enhances data management

By Retail Technology | Retail Technology

New Look upgrades order management

By Retail Technology | Retail Technology

Bally refreshes POS

By Retail Technology | Retail Technology

Mulberry adds order management software

By Retail Technology | Retail Technology

Gant adds workplace software

By Retail Technology | Retail Technology

Lids launches new site

By Retail Technology | Retail Technology

Oggi Jeans tries on customer engagement

By Retail Technology | Retail Technology