Fashion house - 7/31/20
THE WECHAT MINI PROGRAM
In partnership with Tencent, Burberry has developed a custom mini program, which brings the store to life through exclusive content and personalised experiences that can be unlocked on WeChat. The mini program is a bespoke digital companion, tailored to enhance the way customers experience the store, whether they are there physically or virtually. Through it, customers can access features such as store tours and learn about products. It also provides a platform for dedicated client services, in-store appointment bookings, events and table reservations in Thomas’s Cafe, the in-store café and community space.
SOCIAL CURRENCY
The more the customer engages with Burberry, the richer their experience becomes. Within the mini program, customers can earn rewards through the Burberry social currency feature, unlocking exclusive content and personalised experiences. Each customer is given a playful animal character that evolves as they engage in- store and social, with new characters and outfits to discover. Rewards range from exclusive café menu items to mini program content.
THE STORE
The new store features fixtures and plinths constructed in a variety of materials and textures, from plywood to mirror and high-gloss finishes. The store unveils a colour palette of beige, pistachio, pink and blue, as well as references to the Thomas Burberry Monogram and the fawn print. The 539 sqm/5800 sqft store features 10 rooms and offers a truly interactive experience, with features including:
In partnership with Tencent, Burberry has developed a custom mini program, which brings the store to life through exclusive content and personalised experiences that can be unlocked on WeChat. The mini program is a bespoke digital companion, tailored to enhance the way customers experience the store, whether they are there physically or virtually. Through it, customers can access features such as store tours and learn about products. It also provides a platform for dedicated client services, in-store appointment bookings, events and table reservations in Thomas’s Cafe, the in-store café and community space.
SOCIAL CURRENCY
The more the customer engages with Burberry, the richer their experience becomes. Within the mini program, customers can earn rewards through the Burberry social currency feature, unlocking exclusive content and personalised experiences. Each customer is given a playful animal character that evolves as they engage in- store and social, with new characters and outfits to discover. Rewards range from exclusive café menu items to mini program content.
THE STORE
The new store features fixtures and plinths constructed in a variety of materials and textures, from plywood to mirror and high-gloss finishes. The store unveils a colour palette of beige, pistachio, pink and blue, as well as references to the Thomas Burberry Monogram and the fawn print. The 539 sqm/5800 sqft store features 10 rooms and offers a truly interactive experience, with features including:
Designer:
Burberry
SHARE
