yuan Burberry China asked us to develop some online store ideas for them. They had recently built an offline-to-online experience with Tencent, and I thought, why don’t we try the opposite way?
The Chinese way of luxury shopping
43% consumers made their most recent luxury shopping in an overseas store.1 In the age of COVID-19, travelling becomes difficult. Luxury buyers in China yearn to travel abroad again, and are probably looking to revenge shop for time lost.
To make this possible, we want to bring the Burberry flagship store on Regent Street of London to WeChat in the form of an exploratory Mini App.
“What time is it in London?”
We need something impactful upfront. We pull the user in with a live view of Burberry Regent Street. During my stay in London, I passed by this area very often, thus the live view idea appeals to me a lot – people miss places they have been. For those who have never been to London, the live view can arouse their curiosity.
In the store
The interior design is iconic. You see what in-store customers see on the big screen. We have different product ranges for different genders, so the first thing you need to do is select the gender. After that, you see 4 mini stations that you can interact with.
What is gabardine?
Each mini station offers different kind of interaction. For example, in Gabardine Workshop, you will first learn the characteristics of gabardine, a patented material invented by Thomas Burberry (founder of Burberry) and used in Burberry trench coats. Then, you get to pick your own trench coat.
Along the journey, you will also get to choose a scarf (World of Checks) and a bag (Bags).
Try’em on!
Once you have completed the journey, you get an illustrated poster with the storefront at the time you visited as the background, and a model in the trench coat, scarf and bag you have chosen in the foreground. You can then proceed to play again, visit the EC MP, view product details, or share the poster.
If you tap to view product details, you will see the 3 items you selected have already been added to your wish list.
Immerse, Engage, Convert
The digital experience follows the ‘Immerse, Engage, Convert’ pattern. It aims to let Burberry strengthen its bond with potential customers. It also serves as a functional shopping guide. In addition, It links to the Burberry EC MP, where we hope to have an incremental impact on digital sales.
Credits
- Ideation: Yuan / James / Angela
- Copy: Yuan / Angela
- Illustration: Gray
- UX / UI: Yuan
- 2019 China’s Luxury Market Consumer Behaviour Insights – BCG, Tencent Ads and TMI, June 2019 (Link)
