The new Burberry flagship in London illustrates again how digital and retail come together, and is another atempt to bring some of the digital experience in the “real” world. (See here for the view of the Guardian, and here for the view of Vogue)
What we find interesting is that now beyond the entertainment that digital provides, Burberry is willing to plant in-store some of the digital behaviours such as search or no queues. New systems will prevent users to wait too long to know whether their size is available and to try it, or to simply queue at checkout (as in digital, there is no queues…). So Burberry built physical ways to replicate that very digital experience in the store.
Luxury brands have always delighted their customers with new experiences. What is even more interesting is that Burberry takes digital as a craft, in the same way as its products and would use the same. The same attention to detail will be present in the experience, the same craft that goes in the products.Experience > Luxury > Retail > ROPO > Showrooming