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How Chopard unlocked social commerce on WeChat through Planet
How Chopard unlocked social commerce on WeChat through Planet
At a glance
- A unique and convenient shopping experience
- Consultation, moderation and set-up from Planet
During the livestreaming session with Planet, I was able to understand how important the role of VIP Sales Manager is strategically. I’m more than a sales person and I do consider myself as a brand ambassador. My goal every day is to build a long-term relationship with my clients. After the livestream shopping session I see myself as someone who can influence my clients, offering solutions that fulfill their dreams.
Qiao Zhang
Chopard, VIP Sales Manager, Chopard
The challenge
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.
The solution
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.
The result
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.
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