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Wie Chopard durch das Livestreaming Projekt neue Umsätze und Erhöhung der Kundenbindung bei den regionalen chinesischen Kunden ermöglichte
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Einzelhandel
Meyrin, Schweizer
Wie Chopard durch das Livestreaming Projekt neue Umsätze und Erhöhung der Kundenbindung bei den regionalen chinesischen Kunden ermöglichte
Auf einen Blick
- Ein einzigartiges und bequemes Einkaufserlebnis
- Beratung, Moderation und Einrichtung von Planet
“Während der Livestream-Session mit Planet habe ich verstanden, dass die Rolle des VIP-Sales-Managers strategisch wichtig ist. Ich bin mehr als nur eine Verkäuferin - ich sehe mich als Markenbotschafterin. Mein tägliches Ziel ist es, langfristige Beziehungen zu meinen Kunden aufzubauen. Nach der Livestream-Shopping-Session sehe ich mich als jemanden, der seine Kunden beeinflussen und ihnen Lösungen anbieten kann, die ihre Träume wahr werden lassen.”
Qiao Zhang
Chopard, VIP Sales Manager, Chopard
Die Herausforderung
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.
Die Lösung
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.
Das Ergebnis
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.
