CASE STUDIES • Chopard
How Chopard unlocked social commerce on WeChat through Planet
Chopard is a Swiss manufacturer and retailer of luxury watches, jewellery and accessories. For over 150 years, Chopard has been renowned for its high-quality Swiss watches and jewellery, with figures such as Tsar Nicholas II of Russia among its historic clients. More recently, Chopard recognized the significant potential among Chinese expatriates in the EU. So the Swiss brand collaborated with Planet to promote and sell products through WeChat live shopping.
Challenge
Chopard offers its customers uniqueness and craftsmanship above all. In Germany, the luxury retailer identified an opportunity to expand its tasteful offerings to Chinese shoppers by providing them with exclusive sales promotions.
To drive Chinese shoppers to the brand, Chopard knew that brand awareness and loyalty were crucial – and it had to go beyond the physical store. Rather than traditional approaches, Chopard needed a new, distinctive approach that met the preferences of Chinese shoppers.
The brand turned to WeChat, one of China’s most popular apps, to unlock sales through social media. By doing so, it could reach not only Chinese shoppers but also younger generations.
Solution
To resonate with Chinese shoppers, Chopard decided to use the live streaming service on WeChat. Specifically, it used the WeChat mini-program to allow users to make direct purchases and share products – all without leaving the app. To enable direct sales, Chopard naturally needed a global acquiring partner that could facilitate quick and convenient sales.
Planet built a WeChat mini-program for Chopard, with live-streaming and store functionality. Then planned several live-streaming events with the brand, including product launches, storytelling and sales accessible to all target customers.
Planet ran a live shopping session through WeChat
Planet ran a live shopping session through WeChat
Results
More than 7,000 customers visited the five live-streaming shows already implemented, with more than 150 live orders, with Planet as the payment acquiring partner. The success was not only limited to the sales figures, but also clearly showed in the increase of brand awareness, strengthening of customer loyalty as well as reaching younger customer generations. The partnership with Planet continues to support Chopard on its path of innovation and new combinations.
“During the livestreaming session with Planet, I was able to understand how important the role of VIP Sales Manager is strategically. I’m more than a sales person and I do consider myself as a brand ambassador. My goal every day is to build a long-term relationship with my clients. After the livestream shopping session I see myself as someone who can influence my clients, offering solutions that fulfill their dreams.”
Qiao Zhang
VIP Sales Manager, Chopard
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