CHINA. DFS Group has become the first travel retailer to be featured as a Best in Class example for its use of WeChat Pay’s Mini Program.
DFS has utilised WeChat Pay’s Mini Program software to integrate the online and offline customer experience to deliver a more personalised offer; one programme rewarded customers that shared their shopping profiles to allow the delivery of more personalised marketing communications.
Other campaigns invited customers to sign up for DFS’s customer awards programme, LOYAL T, and receive a virtual membership card instantly; and DFS also used the software to introduce a friend pickup service, where customers can ask a friend living in Hong Kong to pick up goods for them.
WeChat Pay acknowledged both DFS’s quick adaptation of the technology and the retailer’s commitment to innovating through the app to the benefit of its Chinese customers.
DFS said it would next use the WeChat Pay Mini Program to introduce campaigns and promotions to its LOYAL T members before they depart on a trip to deliver a more efficient and personalised service.
DFS Group Vice President Digital & Ecommerce Development DK Ding commented: “The WeChat Mini Program has been a cornerstone of DFS’s customer strategy since we launched our first one in 2017. Since then we have developed multiple impactful Mini Programs, finding new ways to enhance our customers’ digital experience with us while showcasing the wide range of products and experiences available in our stores.”
The recognition by the Chinese payment solution comes as DFS is featured in WeChat Pay’s annual Co-Creation of Smart Life campaign, which is designed to promote seamless payment solutions. This campaign promotes the Best in Class retailers via online and offline channels.
