On Apr. 26th Wechat launched Offline Shop Mini Program to further integrate Online to Offline (O2O) business. Even though there are articles saying how it will revolutionize retail, because it’s so simple to use that a mom papa shop without any technical skills can set up one easily, most them haven’t mentioned the backbone supporting Offline Shop Mini Program to flourish. And the infrastructure of this Mini Program have been developed is based on Wechat Card/coupon Management.
What Can Wechat Card/Coupon Management Do for Retailer?
Wechat put a lot of thoughts into the needs of retailer business, and found the following typical O2O scenarios, including Pay online and pick up offline, Online coupon purchasing and offline redemption, Home delivery within the same city, Pay deposit online and the rest offline. Consequently Wechat Card/Coupon Management system ensures the following features to tackle all these requirement.
The Card System is basically a membership management for companies to manage and optimize their Wechat followers and customers database. Once Wechat followers paid for products, their personal Wechat profile info, such as Wechat ID, QR code and Wechat wallet etc. will be captured by the system. However this is not enough for any serious retailers who build their success on returned purchase and loyal customers. Hence a membership card is often be sent via Wechat Service Account message after the purchase, and in return customers need to complete their membership profile with more detail demographic data.
Wechat coupon system enable retailers to send free coupons to existing customers through Service Account’s push message, or make it premium, which Wechat users can pay little to get a bigger discount or other giveaways for their offline purchase. It requires offline shop’s POS system to integrate with Wechat wallet and coupon system to deduct the discount, when the coupon QR code is scanned.
Customer Database Management
Along with the Card and coupon systems, retailers can categorize their Wechat customers by adding different tags based on their content browsing, purchasing and coupon redemption behaviors; and accordingly optimize promotion and content campaign to drive sales for the next phase.
To enable the function of Home Delivery within One City , Wechat Offline Shop Mini Program also need to integrate Local Base Service to identify the location of customers, so as to match them to the offline shop in the proximity and recommend its products and service accordingly .
Obviously, simplicity is good for beginner to pick up, but for sophisticated retailers to fully leverage the powerful function of Wechat Offline Shop Mini Program, they may need to look beyond the front ends. Drop us a visit or mail to get know more about the backend development for retail Wechat marketing.
Kun has 10 years digital marketing experiences in Europe and China. His expertise includes SEO, Social Media, PPC and mobile marketing. He manages the strategy and business development of Jademond Digital. Pior to Jademond, he played provital roles in search marketing agency in Hong Kong, mobile marketing agencies in China and online video portal in Europe.
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