Missguided [IRDX RMGU] is set to put digital centre stage in its new store at the Bluewater Shopping Centre, where it promises the “ultimate” customer experience.

The store, the brand’s second, aims to be an “extension of the brand’s online expression”. That means a prominent role both for social media and for digital screens within the store.

Missguided, a Top250 retailer in IRUK Top500 research, says the store will promote “Instagrammable moments”. Social media “will also play an integral part of the experience, blurring the lines between physical and digital whilst creating a two-way conversation with the target customer”. That reflects an online experience in which Missguided has more than…