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El WeChat live shopping de Planet: cómo Chopard llegó a los compradores chinos
El WeChat live shopping de Planet: cómo Chopard llegó a los compradores chinos
De un vistazo
- Una experiencia de compra única y cómoda
- Consulta, moderación y configuración desde Planet
“Durante la sesión de livestreaming con Planet, pude comprender lo importante que es estratégicamente el papel de Director de Ventas VIP. Soy más que un vendedor y me considero un embajador de la marca. Mi objetivo diario es construir una relación a largo plazo con mis clientes. Después de la sesión de compras en directo, me veo como alguien que puede influir en mis clientes, ofreciéndoles soluciones que cumplan sus sueños.”
Qiao Zhang
Chopard, VIP Sales Manager, Chopard
El reto
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.
La solución
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.
El resultado
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.
