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From a problem to an opportunity
The Solution
WeChat Features
The Opportunity
Case Studies
Vidiemme Case Studies
SUMMARY
The Problem
THE PROBLEM
The great (Fire)Wall of China
The Great (Fire)Wall of China
It is the combination of legislative and technological actions that have been taken by the government
of Mainland China to regulate the Internet domestically; it is the main instrument used by the
government to achieve Internet censorship in China
2
THE PROBLEM
The great (Fire)Wall of China
3
Certain online speech
and activities
CRIMINALIZING
From viewing selected
websites and using
selected online
services
BLOCKING
International online
service provider store
their Chinese customer
information whithin
China
REQUIRING
THE PROBLEM
Top players with a big problem
The Solution
THE SOLUTION
The Solution
No Facebook, No Google, No Twitter,
was the trigger for the birth of local clones, with the same aims
Examples par excellence are Weibo (half Twitter, half Facebook),
Qzone (half facebook, half MySpace), Baidu (Search Engine), but the leader is Weixin, AKA
THE SOLUTION
The Solution
https://www.youtube.com/watch?v=cYDLL0oS2uk
Born as a micro-messages system (like WhatsApp),
now WeChat includes unique and innovative features, replacing firewall-blocked services
WeChat Features
WECHAT FEATURES
Services
USER TO USER BUSINESS TO USER
WeChat basically provides three kind of services:
OFFICIAL
ACCOUNTS
ENTERTAINING
AND SOCIAL
PAYMENT
WECHAT FEATURES
Features
WECHAT FEATURES
Payment Features
WECHAT FEATURES
Official account based features
The Opportunity
THE OPPORTUNITY
When the numers speak for themselves
THE OPPORTUNITY
When the numers speak for themselves
THE OPPORTUNITY
The Opportunity
 800 million Monthly Active Users
 200 million users linked WeChat with Credit Card (via WeChat Wallet)
 10 million WeChat Official Accounts (560.000 Company)
 700.000 WeChat articles are published per day in official accounts
 200.000 business accept WeChat Offline Payment in-store
THE OPPORTUNITY
When the numers speak for themselves
Case Studies
CASE STUDIES
Starbucks
CASE STUDIES
Starbucks
ONE EMOJI, ONE SONG
Scan a QR on in-store tents, posters or
cup sleeves to ‘follow’ the Starbucks
WeChat official account; then text one
of 26 emoticons to Starbucks and a
chatbot will respond with a specially
designed song to uplift your mood.
Starbucks’ 128,000 WeChat friends
texted their emotion more than
238,000 times: as a result, the coffee
chain reported an uplift in sales and a
significant increase in followers.
CASE STUDIES
KFC
CASE STUDIES
KFC
GET AND DELIVERY
Order via mini-website on KFC’s WeChat Official Account, pay through WeChat
and get food delivered at your place: it also offers online ordering promotion, as
well as the usual menu.
CASE STUDIES
H&M
CASE STUDIES
H&M
LITTLE SHOP
H&M created an online “little shop” for
customers to shop easily
without leaving WeChat.
When users are accessing the in-app shop,
they can use the app as a billing system to
checkout through a “one-click-payment”,
choosing from an ad hoc H&M catalogue.
This function enhances the user experience
and increases significantly
the sales conversion rate.
CASE STUDIES
Sephora
CASE STUDIES
Sephora
LOYALTY PROGRAM
The loyalty card is basically a CRM tool for
companies to send discounts, promotions,
points, or even rewards.
Sephora has created a WeChat mini-website
dedicated to its loyal customers on its official
accounts. They can check their points
balance and benefits, as well as update their
personal details to not miss out on special
offers and the latest news.
This helps to drive fans to the corporate
WeChat account of Sephora and give them
reasons to go back frequently to
check for the new things.
CASE STUDIES
Tag Heuer
CASE STUDIES
Tag Heuer
OFFLINE-TO-ONLINE EXPERIENCE
Through its WeChat official account, the company invites Chinese users to interact
with the travelling exhibition “La Maison”: the brand used QR codes to transform the
offline experience to a digital treasure hunt.
The WeChat account serves as a guide throughout the exhibition and provides “keys”
to visitors to unlock checkpoints.
TAG Heuer has introduced a
richer interactive experience
to Its users, while bringing
them through every milestone
of the brand’s 154 years of
history.
CASE STUDIES
Corriere della Sera
CASE STUDIES
Corriere della Sera
NEWS AT A GLANCE
One of the Italian most read newspapers
“Il Corriere della Sera”, pushes for free the
major news directly into the chat; it also
return, using a chatbot, news for a specific
city or about a specific topic if the user
writes what he or she wants in a fully
conversational way.
“Affari Italiani” (Italian financial
newspaper) and many other information
providers do the same, providing different
levels of engagement.
Vidiemme
Case Studies
32
Contactability
VIDIEMME CASE STUDIES
Contactability
made in
For luxury brands, the relationship existing
between clients and sales assistants is crucial for
success: this is the reason why the brand needs
customer to talk directly with the sales assistant
when writing to the WeChat official account.
A sophisticated software layer “intercepts” all
the messages written via chat to the brand
official account and, integrating with the CRM,
delivers messages directly to the correct sales
assistant, giving him/her the opportunity to
replay via chat.
VIDIEMME CASE STUDIES
Contactability
IN STORE
MOBILE
APP
1 2
3
4
1) Client writes to the Official Account;
2) Software layer “intercepts” messages;
3) Basing on CRM information, software
layer routes message to the Official
Account or to the iPad (running a specific
mobile application) of the client’s sales
assistant;
4) Official Account Manager or sales
assistant replies.
VIDIEMME CASE STUDIES
Contactability
made in
PROJECT GOALS AND KEY BENEFITS
• Clients are routed to the purchase in
efficient way;
• On Customer care side, value delivered
increases;
• Official account traffic increases;
• Brand reputation increases;
• Messages between clients and sales
assistants are stored in the CRM, as they are
key information about the relationship.
Going live on July 2017
36
Shopability
VIDIEMME CASE STUDIES
Shopability
made in
The brand pushes the option to buy products in promotion
directly in the official account chat.
Customers can directly buy the product (or the pre-emption to
pay it in a user selected store) in the chat, paying via WeChat
Wallet.
The brand headquarter, through a backoffice, can select
products, prices and quantity to sell via chat, see who is
buying and manage refunds.
WECHAT
Shopability
4
3
1
2
5
6
1) Headquarter, using a desktop software, elects the product, the price
and the quantity to sell;
2) Software verifies stores stock availability;
3) Software sends messages to Official Account chat with the product for
sale, the price and the availability;
4) Client, via weChat wallet, pays the preemption to purchase the
product in a user selected store;
5) Selected store is informed via email;
6) Headquarter sees who is buying and manage refunds.
VIDIEMME CASE STUDIES
Shopability
made in
PROJECT GOALS AND KEY BENEFITS
• Instant purchase increases selling;
• WeChat used as a new selling channel;
• Stock leftovers are better managed;
• Worth information is saved into the CRM;
• Official account traffic increases;
• Brand reputation increases.
Going live on July 2017
Vidiemme Consulting srl
Via Natale Battaglia, 8
20127 Milano
Tel. (+39) 02 2685.821
Fax (+39) 02 2685.8230
www.vidiemme.it
info@vidiemme.it
CONTATTI

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WeChat: from a problem to an opportunity

  • 1. From a problem to an opportunity
  • 2. The Solution WeChat Features The Opportunity Case Studies Vidiemme Case Studies SUMMARY The Problem
  • 3. THE PROBLEM The great (Fire)Wall of China The Great (Fire)Wall of China It is the combination of legislative and technological actions that have been taken by the government of Mainland China to regulate the Internet domestically; it is the main instrument used by the government to achieve Internet censorship in China 2
  • 4. THE PROBLEM The great (Fire)Wall of China 3 Certain online speech and activities CRIMINALIZING From viewing selected websites and using selected online services BLOCKING International online service provider store their Chinese customer information whithin China REQUIRING
  • 5. THE PROBLEM Top players with a big problem
  • 7. THE SOLUTION The Solution No Facebook, No Google, No Twitter, was the trigger for the birth of local clones, with the same aims Examples par excellence are Weibo (half Twitter, half Facebook), Qzone (half facebook, half MySpace), Baidu (Search Engine), but the leader is Weixin, AKA
  • 8. THE SOLUTION The Solution https://www.youtube.com/watch?v=cYDLL0oS2uk Born as a micro-messages system (like WhatsApp), now WeChat includes unique and innovative features, replacing firewall-blocked services
  • 10. WECHAT FEATURES Services USER TO USER BUSINESS TO USER WeChat basically provides three kind of services: OFFICIAL ACCOUNTS ENTERTAINING AND SOCIAL PAYMENT
  • 15. THE OPPORTUNITY When the numers speak for themselves
  • 16. THE OPPORTUNITY When the numers speak for themselves
  • 17. THE OPPORTUNITY The Opportunity  800 million Monthly Active Users  200 million users linked WeChat with Credit Card (via WeChat Wallet)  10 million WeChat Official Accounts (560.000 Company)  700.000 WeChat articles are published per day in official accounts  200.000 business accept WeChat Offline Payment in-store
  • 18. THE OPPORTUNITY When the numers speak for themselves
  • 21. CASE STUDIES Starbucks ONE EMOJI, ONE SONG Scan a QR on in-store tents, posters or cup sleeves to ‘follow’ the Starbucks WeChat official account; then text one of 26 emoticons to Starbucks and a chatbot will respond with a specially designed song to uplift your mood. Starbucks’ 128,000 WeChat friends texted their emotion more than 238,000 times: as a result, the coffee chain reported an uplift in sales and a significant increase in followers.
  • 23. CASE STUDIES KFC GET AND DELIVERY Order via mini-website on KFC’s WeChat Official Account, pay through WeChat and get food delivered at your place: it also offers online ordering promotion, as well as the usual menu.
  • 25. CASE STUDIES H&M LITTLE SHOP H&M created an online “little shop” for customers to shop easily without leaving WeChat. When users are accessing the in-app shop, they can use the app as a billing system to checkout through a “one-click-payment”, choosing from an ad hoc H&M catalogue. This function enhances the user experience and increases significantly the sales conversion rate.
  • 27. CASE STUDIES Sephora LOYALTY PROGRAM The loyalty card is basically a CRM tool for companies to send discounts, promotions, points, or even rewards. Sephora has created a WeChat mini-website dedicated to its loyal customers on its official accounts. They can check their points balance and benefits, as well as update their personal details to not miss out on special offers and the latest news. This helps to drive fans to the corporate WeChat account of Sephora and give them reasons to go back frequently to check for the new things.
  • 29. CASE STUDIES Tag Heuer OFFLINE-TO-ONLINE EXPERIENCE Through its WeChat official account, the company invites Chinese users to interact with the travelling exhibition “La Maison”: the brand used QR codes to transform the offline experience to a digital treasure hunt. The WeChat account serves as a guide throughout the exhibition and provides “keys” to visitors to unlock checkpoints. TAG Heuer has introduced a richer interactive experience to Its users, while bringing them through every milestone of the brand’s 154 years of history.
  • 31. CASE STUDIES Corriere della Sera NEWS AT A GLANCE One of the Italian most read newspapers “Il Corriere della Sera”, pushes for free the major news directly into the chat; it also return, using a chatbot, news for a specific city or about a specific topic if the user writes what he or she wants in a fully conversational way. “Affari Italiani” (Italian financial newspaper) and many other information providers do the same, providing different levels of engagement.
  • 34. VIDIEMME CASE STUDIES Contactability made in For luxury brands, the relationship existing between clients and sales assistants is crucial for success: this is the reason why the brand needs customer to talk directly with the sales assistant when writing to the WeChat official account. A sophisticated software layer “intercepts” all the messages written via chat to the brand official account and, integrating with the CRM, delivers messages directly to the correct sales assistant, giving him/her the opportunity to replay via chat.
  • 35. VIDIEMME CASE STUDIES Contactability IN STORE MOBILE APP 1 2 3 4 1) Client writes to the Official Account; 2) Software layer “intercepts” messages; 3) Basing on CRM information, software layer routes message to the Official Account or to the iPad (running a specific mobile application) of the client’s sales assistant; 4) Official Account Manager or sales assistant replies.
  • 36. VIDIEMME CASE STUDIES Contactability made in PROJECT GOALS AND KEY BENEFITS • Clients are routed to the purchase in efficient way; • On Customer care side, value delivered increases; • Official account traffic increases; • Brand reputation increases; • Messages between clients and sales assistants are stored in the CRM, as they are key information about the relationship. Going live on July 2017
  • 38. VIDIEMME CASE STUDIES Shopability made in The brand pushes the option to buy products in promotion directly in the official account chat. Customers can directly buy the product (or the pre-emption to pay it in a user selected store) in the chat, paying via WeChat Wallet. The brand headquarter, through a backoffice, can select products, prices and quantity to sell via chat, see who is buying and manage refunds.
  • 39. WECHAT Shopability 4 3 1 2 5 6 1) Headquarter, using a desktop software, elects the product, the price and the quantity to sell; 2) Software verifies stores stock availability; 3) Software sends messages to Official Account chat with the product for sale, the price and the availability; 4) Client, via weChat wallet, pays the preemption to purchase the product in a user selected store; 5) Selected store is informed via email; 6) Headquarter sees who is buying and manage refunds.
  • 40. VIDIEMME CASE STUDIES Shopability made in PROJECT GOALS AND KEY BENEFITS • Instant purchase increases selling; • WeChat used as a new selling channel; • Stock leftovers are better managed; • Worth information is saved into the CRM; • Official account traffic increases; • Brand reputation increases. Going live on July 2017
  • 41. Vidiemme Consulting srl Via Natale Battaglia, 8 20127 Milano Tel. (+39) 02 2685.821 Fax (+39) 02 2685.8230 www.vidiemme.it info@vidiemme.it CONTATTI