New Loyalty: 5 types of rewardable behaviors on WeChat.

Romain Henriot
Catégorie : Tendances marché
Given the saturation of brands in China, consumers are overwhelmed with choices in almost every industry. Businesses are well-aware and work hard to differentiate themselves through various customer-centric strategies. One of which is through loyalty programs, a concept that has taken off in China and has proven effective in its ability to generate sales from returning customers if done correctly. Loyalty programs give brands a competitive advantage and reduce customers’ likelihood of switching stores. According to a survey by The Nielsen Company, seven out of 10 customers claimed they would prefer to buy from a retailer with a loyalty program over one without.
Still, simply having a loyalty program does not automatically bring in new customers or bring back old ones; it requires strategy, consistency and clear communication. Brands with loyalty programs that do well use these programs to better understand their customers and engage with them through a number of different channels. Omnichannel shopping is now a reality for consumers. A successful loyalty program should be consistent across multiple channels, and keep consumers connected to the brand at all touchpoints to offer a seamless experience. In order to do so, businesses are turning to Tencent’s WeChat.
With over 1.13 billion monthly active users, many businesses see value in integrating their loyalty program into their WeChat official account. Every user on WeChat becomes a potential customer, thanks to the convenience of coupon sharing, mini-program shopping and QR code scanning. New customers, followers, repeat customers and VIP clients can all be rewarded. Especially since WeChat’s social functions are already familiar to users, every interaction is rewardable, including visits, reads, likes and recommendations through sharing.
The check-in feature of Inoherb WeChat Loyalty program.
YSL beauty members can earn 5 points for each comment on OA posts and extra 10 points for the top comments (5 times per month the maximum).
Besides, more and more brands managed to reward social activities on members’ social media. Kiehl’s recently launched its Christmas campaign “Give Merry. Give Kiehl’s” on the WeChat loyalty program. It encourages members to post pictures of Kiehl’s items, use dedicated campaign hashtag and pin brand on their own social media.
Members upload the screenshots of their social posts on Kiehl’s WeChat Loyalty program and earn a gift set depending on the social media platform.
In order to thrive in China’s fast-paced omnichannel market, ensure the shopping experience is as smooth and convenient as possible for your customers. Loyalty programs embedded into the most commonly used social app in China, WeChat, is the easiest way to encourage regular use, especially with the help of rewardable behaviors. Rewards can be used to elicit behaviors that help gain further insight on customer data; engage and develop a better relationship with current customers and grow brand awareness through sharing capabilities on WeChat.
With Splio New Loyalty marketing platform, brands can create transactional and relational loyalty programs on WeChat in order to engage customers, drive loyalty and sales.
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