Creating a WOW customer experience is not an easy task. But in order to differentiate your brand from its competitors to the eyes of customers and to bring significant value to them, you must somehow try to impress them. Brands have no other choice but to rely on digital innovations and latest technological trends to wow their customers and generate some kind of reaction, feeling or emotion – preferably a positive one. Fashion brands in particular have been fiercely competing with one another over the past few years to win customers’ attention through integrating digital technology as principal component of their user experience.
The old English brand Burberry is a pioneer when it comes to integrating digital into their shopping experience. They revolutionized the idea of the traditional brick-and-mortal store into building a digitally enhanced space known as their new flagship store on Regent Street, London. Taking over two years to complete, the 44,000 sq ft space gave life to an enterprising blend that blurs the line between the physical and digital, effectively creating an virtually-enhanced experience in store. Sited in what used to be an old cinema, the vast space eschews the stuffiness of a high fashion boutique, creating an emphasis instead on browsing – cue the appealing display of trench coats. In addition, there are no real till points as such, just a team of staff accessorized with an iPad and a credit card machine for transactions.
Digital highlights include a series of full-length screens scattered around the store which can be switched to act as mirrors when needed and a giant screen within the centre of the atrium around which a stage can be erected in order to host in-store gigs. Meanwhile, many clothing items have also been chipped with radio-frequency identification technology, allowing for multi-media content (such as a catwalk clip of your item) to be triggered when placed near a mirror.
Burberry manages to create a unique customer experience through every events, store openings, fashion shows or ad campaigns they undertake. They particularly wowed their audience with the impressive show they put together for their Taipei’s flagship store opening. They invited guests to step into a custom-built multimedia display called Burberry World Live. “It’s basically the whole concept of the brand wrapped in one experience and a big celebration of the multifaceted jewel that is Burberry,” the brand’s creative director Christopher Bailey. “It’s a celebration of Britishness all around the globe.”