Burberry’s social retail store opens in Shenzhen
Luxury group Burberry opened its previously announced “social retail store” in Shenzhen on July 31.
This development is part of an exclusive partnership with Chinese technology group Tencent. Blending social media and retail, the store will connect luxury consumers’ social and online lives to their physical environments, enabling them to interact, share and shop.
The partners have developed a mini-programme, through which customers will be able to access content such as tours of the store and product information. It will allow customers to earn rewards and book appointments to visit the store, attend events or book a table at the in-store café.
“The more the customer engages with Burberry, the richer their experience becomes,” the brand said.
