The New Brick-And-Mortar Store: Digital Signage, Interactive Screens And Everything In Between
By Fatima D. Lora, Assistant Editor

E-Commerce is a primary focus for many retailers leveraging the growth of online sales. Some even have replaced physical stores for greater investment in web site strategies. But Burberry has taken a different approach to e-Tailing with the introduction of the New Burberry World Live brick-and-mortar store, a physical extension of the merchant’s online marketing strategy.

In a recent flagship video, Christopher Bailey, Chief Creative Officer of Burberry, discussed the opening of the new store on 121 Regent Street, London. New Burberry World Live “is a merging of the Burberry.com site and a physical experience ― a place where consumers can come to hang out, explore and understand all the different things we do,” said Bailey. Everything on Burberry.com is reflected in this space, including Burberry acoustic music; a gallery showing the retailer’s history and heritage; and the fashion, of course.

The flagship seamlessly blurs the physical and digital lines, uses interactive mirrors that transform into personalized screens, showcases global events within the store and includes a digitally-enabled cultural space. In addition, the new store highlights British design and craftsmanship.

Using RFID To Create A Personalized Shopping Experience
Along with digital signage, Burberry has implemented radio frequency identification (RFID) to products to allow customers to view content on clothing and accessory items.
                               

Why? Because today people are more interested in what goes behind a product, said Bailey in a Mashable interview. Much can be provided on the web through video, text and imagery, but similar in-store experiences have been limited. But now, with in-store RFID, when a Burberry customer tries on a trench coat, for example, and approaches an RFID-enabled mirror, content about that coat appears on the mirror “to show how we’ve made that coat and what it looked like on the runway,” said Bailey. “We’re now able to put stories behind in-store clothes and fashion.”

My Excuse To Visit London?
After seeing the flagship video illustrating the craftsmanship and dedication to creating the new Burberry World Live store, I’m curious how all this will tie together. I’d love to see New Burberry World Live, well ― in real life! As more retailers continue to seek new ways to develop a personalized brick-and-mortar shopping experience, Burberry, in my opinion, is setting the stage for future physical and e-Commerce store integrations.

Follow Fatima on Twitter: @FatimaDLora