—At NT, we frequently undertake the challenge of creating distinct brand moments that strike a chord with customers, cultivating emotional bonds by aligning with their values. By connecting the dots between community, brand and experiences, we're creating ecosystems where customers are not just consumers but active participants in a shared journey.
Burberry opened a groundbreaking "social retail store" in Shenzhen, China, in partnership with Tencent Technology, marking its first venture into combining social media interactions with physical retail experiences in real time. Through a custom WeChat mini-program, customers can access exclusive content, personalised experiences, and social currency rewards. The store offers innovative features, including three fitting rooms you can pre-book, that each have a curated theme from the CMF to the music playlist and a "Trench Experience" for content creation. Burberry's pioneering approach in digitally savvy China showcases a social-first commerce model that connects and rewards customers, forging new paths in luxury retail.
