Burberry launched its first-ever social retail location in China, which will be a 5,800 square foot facility. The social retail store was entirely designed for consumers to use social media to complement their in-store retail experience. The company created interactive content that customers can access through the WeChat platform, including tours, appointment bookings, reservations, and more. Customers will also receive a WeChat character, which will be upgraded as they have more store interactions.
In order to create the new store, Burberry collaborated with Tencent. Marco Gobbetti, the Burberry CEO, released a statement about the new location, "It marks a shift in how we engage with our customers and we can't wait to share this innovative experience with the world."
Image Credit: Burberry