In Shanghai, Burberry Continues Its Streak Of High-Tech Flagships
The Burberry Kerry Centre attracts and engages shoppers with weather-responsive facades and more.
Today’s retail industry has evolved far past the traditional box store, incorporating cutting edge technologies and promotional techniques to lure shoppers in and convert them into brand loyalists. Burberry has proven time and time again their devotion to staying at the forefront of these trends. Their Beauty Box concept in London has an RFID-wired Digital Runway Nail Bar where shoppers can try on virtual shades, and Burberry‘s new flagship store in Shanghai doesn’t disappoint.
Next week, Burberry will open the Burberry Kerry Centre, its eighth store in the city of Shanghai. The flagship store’s exterior has an animated facade that reacts to changes in natural light and weather. Inside, select merchandise will have RFID technology that will trigger runway footage and product information in the dressing room, as mirrors turn into screens.
The Shanghai store is equipped with 130 speakers, 40 video screens, and the first in-store Burberry Beauty Room in the country. The Beauty Room will feature different color trends each month where shoppers can purchase items seen on the runway, as well as another version of the high-tech Nail Bar.
In addition, the store will have mobile checkout options and tracking technology, so sales associates can access a customer’s personal preferences and shopping history. All of this will be further enhanced by a collaboration with social platform WeChat, where customers will get exclusive photos, videos, and texts, as well as sneak peeks at runway shows and options to personalize products.
Though some of these technologies have been used in the brand’s Regent Street flagship in London, Burberry is committed to making a visit to this new location a comprehensive experience, saying they envision it to be “part event space, part entertainment hub, and part store.”
[h/t] The Drum, Fashionista