British brand Burberry just opened a social retail store in Shenzhen, China in partnership with Tencent. The store is aimed at younger shoppers, especially Gen Z, that are both tech-savvy and luxury shoppers. The experience is centered around a custom WeChat mini-program that allows for customers to book in-store appointments and items to try on for example. The brand discovered that although most customer journeys for Millennials and Gen Z (the brand’s target customers) start on social media — particularly in China — they still want an in-store, experiential element that they then share online; and that 80% of its customers have used a digital touchpoint before they purchase.

full article: Burberry tests “social retail” in China’s tech capital