
Published 05 August 2020
Rebecca Hobbs
Luxury behemoth Burberry has opened a visually stunning, social media connected store in Shenzhen, a city widely known as China’s tech capital, in partnership with Chinese digital monolith Tencent (owner of messaging and e-commerce app WeChat). The app forms the backbone of the store, creating a phygital environment which rewards customer interactions with digital benefits.



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