Is the debut of Burberry’s first “social retail” store a preview of the future of shopping? As young consumers create retail’s new reality, Burberry is the latest to unveil a concept that combines social media with in-person shopping. The brand debuted its first ever “social retail” store in China with tech firm Tencent, which also owns WeChat and Fortnite, to let shoppers interact with the products they’re interested in both physically and on social media. At the new space, customers are given a “Bambi-like avatar” that changes the more they use the platform. Users can scan QR codes on each product to unlock content through WeChat like store tours, product information, appointment bookings, and events. (The Cut, Retail Dive)
