Burberry makes use of social media for a brand new retail idea
Burberry has opened a new retail store in Shenzhen, China, where social media is the focus of the experience. The luxury fashion house has partnered with Tencent, the developer of the Chinese social media and payment app WeChat, to develop a “mini-program” that “connects and rewards customers when they are online and in business”, said Marco Gobbetti, CEO of Burberry.
Customers can use the WeChat app to connect with the store and access personalized or exclusive content at home or in person. It also includes product information, bookings, and virtual tours of the store, features that are not revolutionary and are easy to find in a standard retail app. However, integrating app concepts into WeChat is considered easier than introducing a standalone app.
The mini-program uses the social currency, which in addition to the added digital content, can also unlock additional menu items in the in-house restaurant Thomas & # 39; s Café. The social currency also plays a role in the cute animal avatars that are assigned to customers. These develop depending on how much customers are involved in the business. While gamification has been popular in retail since the early days of eBay, its use has become increasingly important with the advent of social media.
Burberry's collaboration with WeChat comes at a critical juncture for retailers that, according to Covid-19, faced enormous challenges. Between national barriers, logistical nightmares, conscious buyers and an impending recession, retail brands have dealt with the question of how they can get in touch with customers and adapt to new circumstances that are likely to have a lasting impact in the future.
Burberry has long been a pioneer in blending digital and store experiences to attract customers, and this latest move provides insight into how apps can play an increasingly important role in stores. While the spread of WeChat's features makes Burberry a far more powerful offering than a western social media equivalent, the concept marks a blueprint for the future of social media in the retail world.
Avatars are assigned to customers through the Burberry WeChat Mini program. All images courtesy of Burberry
Burberry store in Shenzhen, China
All products are identified with QR codes that link customers with additional content and help to build a social currency
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