Burberry launches “social retail” with Tencent’s help

Burberry will launch a ‘Social Retail’ store in collaboration with Tencent which will open on 31 July in Shenzhen.

Tencent’s WeChat will be used to digitalise their stores and develop a creative and innovative area for consumers. The tech giant will help consumers book appointments and they can use Burberry’s WeChat Mini Program to reserve food at the store. 

“Social media is important for the consumer journey. We want to integrate social networks with retail to enhance engagement with our audience in China. We are delighted to work with Tencent to increase our brand awareness in China.”

Burberry’s CEO Marco Gobbetti

As of September 2019, Burberry had 223 retail stores globally, of which 61 were in China.


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