Shulou(Shulou.com)11/24 Report--

October 29, Guangzhou Tianhe City BOSS new concept store grand opening. The store seamlessly connects the brand wardrobe and digital immersive experience, and it is also the first brand concept store of BOSS in China. At the opening ceremony, Wang Shun, spokesman of the BOSS brand and champion of the Tokyo Olympic Games and the Hangzhou Asian Games, appeared to witness a new chapter of the BOSS brand in China.

Cutting-edge digital technology to create immersive brand experience

With the brand's iconic black, white and camel as the main tone, the new store covers an area of nearly 590 square meters, covering the whole line of boutique, the children's clothing series is introduced for the first time to provide customers with all-weather wardrobe choice. The move by BOSS to open a new store aims to implement the omni-channel strategy of transforming brand retail contacts into experience contacts, which once again demonstrates the appeal and innovative spirit of the BOSS brand.

The AR (augmented reality) window at the entrance of the store is one of the highlights of our opening period, and the dynamic video shows the lion dance, which symbolizes the cultural characteristics of Guangzhou, jumping between the city landmarks with the BOSS brand logo. Through the AR interactive experience, the scene will be extended to the mobile side, popping out of the screen. After the opening period, there is also a naked-eye 3D space scene built with BOSS's logo as the main element, bringing a renovated brand experience.

Entering the store, what makes the guests linger is the unique experience jointly created by the big screen of the game and interactive Mini Program. Guests can experience the release of different theme games according to a specific series, as well as the scattered virtual experience screen, and choose the product mix at will. The customized service screen located in the center of the store provides a rich choice of brand badges to print and make your own customized BOSS products.

Full-link digital experience, open up intelligent retail imagination space

In addition to providing users with an immersive all-weather consumption experience, as the technology partner of the new concept store in BOSS Tianhe City, Tencent Smart Retail has created an intelligent experience journey covering the whole life cycle of "before entering the store-- shopping in the store-- after leaving the store" for BOSS design. Based on Wechat's ecologically rich consumer contacts, it not only opens up a seamless online and offline experience, but also opens a new imagination space for smart stores.

Before arriving at the store, the electronic invitation letter containing handwritten signature and personal QR code is sent to VIP customers through Mini Program to achieve accurate drainage to the store. At the same time, the brand digital art installation can also interact through Mini Program AR technology to guide customers to take photos, sign in, share and guide into the store.

In the in-store interactive scene, users can achieve double-screen interaction through the big screen in the store and WeChat Mini Programs, in which the skiing game "Snow Land Secret" can collect the corresponding items of the sets selected by the characters in the snowfield scene and get exclusive sharing posters. One click to share to moments to show personal taste Inspiration and Wear recommendation allows guests to choose product combinations at will on the virtual wear experience screen, while BOSS member customization provides a wide selection of brand badges for printing and producing proprietary products, and BOSS member Welfare Club can obtain BOSS vouchers / welfare coupons into Mini Program card bags by participating in the game.

After departure, information such as the latest brand activities or new product trial appointments will be continuously reached through the BOSS store community and Mini Program to achieve customer maintenance and personal services after departure.

Today, the retail industry has entered the fast lane of omni-channel and digitalization. Through online and offline integration, to create a harmonious all-channel digital experience, a full range of high-quality services and experience for consumers has become the driving force and important mission for the future of luxury reshaping and innovation. In the future, BOSS will continue to join hands with Tencent to create an immersive digital experience for more users.

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