How WeChat can become a strategic tool for your business. Vidiemme presents its solution and case studies in retail & luxury market on the Chinese platform.

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

6. The Solution

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

9. WeChat Features

10. WECHAT FEATURES
Services
USER TO USER BUSINESS TO USER
WeChat basically provides three kind of services:
OFFICIAL
ACCOUNTS
ENTERTAINING
AND SOCIAL
PAYMENT

11. WECHAT FEATURES
Features

12. WECHAT FEATURES
Payment Features

13. WECHAT FEATURES
Official account based features

14. The Opportunity

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

19. Case Studies

20. CASE STUDIES
Starbucks

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.

22. CASE STUDIES
KFC

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.

24. CASE STUDIES
H&M

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.

26. CASE STUDIES
Sephora

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.

28. CASE STUDIES
Tag Heuer

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.

30. CASE STUDIES
Corriere della Sera

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.

32. Vidiemme
Case Studies

33. 32
Contactability

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

37. 36
Shopability

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
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20127 Milano
Tel. (+39) 02 2685.821
Fax (+39) 02 2685.8230
www.vidiemme.it
info@vidiemme.it
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