IDENTIFYING AND ENGAGING CUSTOMERS AMONG YOUR WECHAT FOLLOWERS: BEST PRACTICES AND CASE STUDIES - ROMAIN HENRIOT - NETDNA-SSL.COM
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March 20th, 2019
Identifying and engaging customers among your WeChat
followers: best practices and case studies
Romain Henriot
COO at Splio China
Online. Offline. Aligned.
splio.com
© Splio 1
Your speaker today. Online. Offline. Aligned. splio.com © Splio 2
Splio is a Loyalty Marketing Platform that enables brands to engage
customers, drive loyalty and sales in every channel in China.
Omnichannel Loyalty Marketing Platform. Global Solution. 100% China Ready!
Splio uniquely combines loyalty and marketing automation with a consolidated 360- Splio opened an office in Shanghai in 2011 and has since been connecting European
degree on-and-offline view of the customer in one single platform, so brands can brands with Chinese customers and helping Chinese brands with cross-border
interact and engage with their customers, and offer them a seamless brand strategies in Europe.
experience on all channels.
WeChat as your brand hub:
Omnichannel CRM: all your customer data & transactions in one place: Tmall, ✓ Native WeChat connection: identify customers among WeChat followers.
JD, WeChat store, offline stores. Know your customers, understand who
✓ Mini Program builder: ready to use WeChat membership platform.
purchases from you, through which channel and at what frequency.
Natively integrated with Chinese channels: we connect with all major
Marketing automation: target & send personalized and segmented
platforms in China: Tmall, JD, WeChat, offline POS, etc.
campaigns.
No personal data headaches: your Chinese customer data stays in China (CSL).
Loyalty engine: Increase lifetime value and sales by recognizing and rewarding
loyalty, not only on transactions but with every interaction with your brand. Your dedicated Shanghai-based team is always available to help with strategy,
planning and operational tasks (content creation, design scenario, CRM
management)
Splio in Europe & China 500 brands use Splio Contact us Follow us
130 marketers Headquarters 15+ years contact@splio.cn
& developers in Paris, France of experience +86 (021) 6217-0157
4 offices 1 office 25 people in the Book a demo
in Europe in Shanghai Shanghai office www.splio.com
Splio Omnichannel Loyalty Marketing platform.
Fully integrated and easy-to-use.
Splio Loyalty Splio Mobile Wallets
Engage, interact and personalize your
Convert on & offline transactions & communications through Mobile
interactions into loyalty points. Wallets.
Data
Data
Splio Splio WeChat
Marketing Automation
Reach out and engage with Chinese
Ultra-personalize your consumers in Europe and Chine
communications on all channels. through WeChat.
#SplioLoyalty #NewLoyalty
Splio footprint.
We’ve expanded with our customers into the markets they need us in.
6 500+ 15+ 7+
Countries Customers Years of Years in
experience China
Paris Barcelona Milan Shanghai Beijing San Paulo Warsaw
#SplioLoyalty #NewLoyalty 5
Global solution. Fully China ready
Natively connects with major Chinese platforms
Since 2011, Splio is helping European brands in
China, as well as Chinese brands in Europe. • +7 years in China
• Native WeChat
integration
• Local hosting for China
• 15+ years in brand Cyber Security Law (CSL)
marketing compliance
• GDPR compliance
© Splio 2019 6
Who works with us?
We help brands across sectors reach their audiences online and offline in China.
#SplioLoyalty
© Splio 2018 #NewLoyalty 7
Typical pain points shared with us on engaging your Chinese customers
“We have X thousands WeChat followers, we don’t know which of them are
our clients, which of them are just prospects.”
“A very low proportion of our Chinese customer base is actually reachable”
“We can’t track users across our different WeChat accounts, brands and
markets”
“We find challenging to integrate WeChat within our current customer
engagement infrastructure”
#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty 8
WeChat is still your core customer engagement and servicing hub
for Chinese customers
Service oriented by design Mini Program
Messages
All-in-one customer platform
2 ways communication channel
WeChat
Store
Mobile
Root identifier for your customer Payment
Loyalty
#SplioLoyalty #NewLoyalty 9
Agenda
1. What is “WeChat binding” and what are the core benefits?
2. Best practices for binding success
3. What identification rates can you expect? Typical measurement KPIs
4. Time to take off?
#SplioLoyalty #NewLoyalty 10We need to stop focusing on followers.
WeChat followers users
#SplioLoyalty #NewLoyalty 11What is “binding”? Matching a WeChat contact with a customer profile
transactions
Match! social behavior
#SplioLoyalty #NewLoyaltyWhat is “binding”? Build the missing link between all channels.
WECHAT ID
WeChat Union ID
WeChat Union ID +
Gender
Cellphone PHONE NUMBER WeChat Name
Member ID activities
Official
Activities
Mini Accounts
Programs
Member ID
Tmall ID Cellphone
Cellphone Tmall Filled out forms
Address Offline Transactions
Transactions Stores Loyalty activities
JD
#SplioLoyalty
© Splio #NewLoyalty 13Why binding?
For what benefits?
#SplioLoyalty #NewLoyaltyThe two core benefits of binding:
1# Customer intelligence 2# Move from FRM to CRM
#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty 15Not all WeChat followers are created equal.
ORGANIC FOLLOWERS:
CAMPAIGN FOLLOWERS
SEARCH, OFFLINE
U N F O L L O W R AT E 37 % 24 % (-36%)
AVG . FO LLOW P E R I O D 303 400 (+32%)
AVG . AC T I O N S 9.5 17.3 (+82%)
MOST MENU CLICKED Promotion Booking
Source: DLG – Luxury Society, Premium hotel brand
#SplioLoyalty #NewLoyaltyLookalike targeting for Tencent campaigns: +20% ROI on average
using customer data
Overall Tencent user
population (WeChat,
QQ etc.)
Expanded
lookalike
Algorithm builds a target audience of people similar to your
population
customers using hundreds of data points
Seed
Top seed sources: users
• Top purchasers (frequency)
• Top purchasers (average basket size)
• Customers by location
#SplioLoyalty #NewLoyaltyMove from follower journey to customer journey
Pay a visit +10 pts
to a store
Scan staff Follow Brand Bind his Display Member
QR code Official account status and
Account through chat history in
Miniapp +2 pts
Read post
about
+10 pts “new
product”
Share
Check product Share product
page and add to page with a
Received a cart friends
coupons
+150 pts
Go back to store Become VIP
and purchase member
© Splio 2018 18Once identified your customer can received
personalized messages, rewards and services
注意事项
Personal broadcast Personal notification messages
#SplioLoyalty #NewLoyalty Source: Jing, YoliLifecycle management example:
reactivating your sleeping customers
ABV
Is WeChat follower
regular VIP+
Regular+ reactivation
sleeping Not yet follower /
Less Not anymore
Addict
Active
Purchase frequency binding
campaign
Monitor and identify Analyze and target Send individualized communication to
• Monitor existing customer vs. win back • channel reactivate
customer vs. new customer • purchase • Leverage every channel available,
• Monitor average purchase and • activity if any wechat, SMS, email…
purchase frequency
#SplioLoyalty #NewLoyaltyBuild and enrich a complete singular view of your customer (SCV)
Loyalty
Purchase registration
SCV
Inquiry Purchase BINDING
Points
Store locator redeem
Service Store Visit
Product Registration Cart Book beauty
page visit abandonment Click consultation
invitation appointment
After sales
Follow Share chat message
Menu
campaign
interaction
#SplioLoyalty #NewLoyalty1# All Sources, touchpoints
2# Use different tactics
3# User Experience
Best practices for
identifying your customers 4# Online and Offline
#SplioLoyalty #NewLoyaltyBest practice 1.
Leverage all sources and
touchpoints
#SplioLoyalty #NewLoyalty 23Which piece of your WeChat puzzle
do your customers interact the most with?
OFFICIAL ACCOUNT H5 MINI PROGRAMS A COLLECTION OF TOUCHPOINTS &
FEATURES OF THE WECHAT ECOSYSTEM
Product
Registration
Advertising
Wifi
Coupons
Points of Interest
Stickers
Loyalty Programs
Beacons
Hardware (IoT)
KOLs
POS payment
MAIN BRAND TERRITORY …
#SplioLoyalty #NewLoyaltyIdentify the best WeChat source to identify your leads and customers.
Direct &
distributors
Non-Matched
Cross-over
Matched
OTA Matched
Platforms Matched
Customer database Global Brand Venue Official Loyalty Mini
Official account accounts Program
(CRM)
LEADS JOURNEY
CRM JOURNEY
#SplioLoyalty #NewLoyaltyBinding across all the WeChat subchannels
Splio’s WeChat user profile backend
Mini Program user
(non reachable)
H5 user
(non reachable)
Official Account
follower
(reachable)
#SplioLoyalty #NewLoyaltyBinding across all the WeChat subchannels
Splio’s WeChat user profile backend
Mini Program user
(non reachable)
H5 user
(non reachable)
Official Account
follower Identifies a person
(reachable) uniquely across your Bound with a
WeChat ecosystem customer profile
#SplioLoyalty #NewLoyaltyUnion ID? How to get them and what is “WeChat Open Platform”?
Open platform backend view
Once register, allow you do link all your
webchat application together: Mini-program,
Official account…
https://open.weixin.qq.com.
What you need to know?
• No requirement (just a small fee = 300CNY/ 99USD) Open platform limits
• Every open platform has limitation of binding Official Accounts Mini Programs
Binding Times per
accounts and times month
• Entity means the verified individual or company Same Entity 50 50 unlimited
name, and same with entities relationship
Different Entities 5 5 5
#SplioLoyalty
© Splio
#NewLoyalty 28Best practice 2.
Multiply binding tactics and
journeys
#SplioLoyalty #NewLoyalty 29Tactics and touchpoint per journey…
…Multiply binding tactics, leverage all touchpoints and journeys
Chatbot Welcome journeys on follow and
specific triggers
Tracked unique QR code Offline check-in/out
Mini Program Membership, Store, etc.
H5 / Website login Campaigns, website use etc.
OA menu and articles Continuous binding call to action
#SplioLoyalty #NewLoyaltyTake advantage of every binding mode available
Chatbot binding Mini-program mobile # sharing Full registration form
And And
#SplioLoyalty #NewLoyaltyIntegrate binding tactics in all journey to re-engage your existing
followers
Promote customer
registration within all
communication to
retarget existing
followers
Permanent entry
point to binding
#SplioLoyalty #NewLoyaltyLeverage all touchpoints available
Offline self order POS screen Following the OA journey Mini Program
#SplioLoyalty #NewLoyaltyDynamically detect and alert of the unbound status
Alert message shown if you are not
identified as a KFC V Gold customer
#SplioLoyalty #NewLoyaltyCarrefour example: binding wall before using the Mini Program #SplioLoyalty #NewLoyalty
Best practice 3.
Offer a seamless and rewarding
user experience
#SplioLoyalty #NewLoyalty 36Timing is key: leverage the 48h window & use real time sequences
Example: Sephora
The first 48h after OA following is a critical time
for binding Welcome message
• Use drip messages with varied CTAs for binding with invitation to
bind/register to the
• Up to 5 messages if no other action from the follower
loyalty program
Real time is key
After 24h: reminder
• Binding engagement is highly correlated to send of the loyalty
timing
program invitation
• Average completion rate of a form is 41% higher if
sent within 2 seconds vs. 30 seconds (Source: Jing
Digital, 2018) Just before the end
of the 48h: link to
mini program with
best current
promotional offer
#SplioLoyalty #NewLoyaltyReduce friction as much as possible on the inputs
Mini Program Phone number Auto binding via a tracked QR Keep form inputs to a
retrieval code generated at POS minimum
#SplioLoyalty #NewLoyaltyMake it rewarding
Binding/registration against product sample Registration coupon
#SplioLoyalty #NewLoyaltyBest practice 4.
Do not forget offline channels
#SplioLoyalty #NewLoyalty 41Understanding the two pieces of the customer puzzle, do not forget your
offline and overseas channels.
✓ Collect the right data at
offline touchpoints.
If only 20% of your chinese ✓ Do not forget your chinese
customers base can be reach on a customers buying overseas.
cellphone, it will limits your chance
of success.
#SplioLoyalty #NewLoyaltyCross channel binding to offer a seamless omni channel experience
Rom1
Rom1
Rom1
√ App √ Website √ WeChat Mini Program √ Tmall
#SplioLoyalty #NewLoyaltyNb. of new followers?
Can I reach 100%?
How to improve the performance?
What realistic KPIs for a binding
campaign?
#SplioLoyalty #NewLoyaltyKnow what to expect!
What proportion of your overall customer base will you find on WeChat?
Offline Offline
Stores Stores
Non-
Matched
Cross-over Cross-over
Non-
Matched Offline
Stores
Matched
Tmall Tmall
Crossover
Matched
Tmall Matched
Customer database WeChat contacts Customer database WeChat contacts Customer database WeChat contacts
FMCG Brand Fast Fashion Brand Premium/Luxury Brand
#SplioLoyalty
© Splio
#NewLoyaltyIdentified customers as a proportion of your existing WeChat contact base
Splio’s backend – WeChat binding tracking screen
A. % of WeChat contacts
matched with customer
profiles (overall database)
B. % of new WeChat
contacts matched with
customer profiles
#SplioLoyalty #NewLoyaltyNew Look: offline stores most effective source of binding
Touchpoints and journeys results:
Following heavily promoted at
POS resulting into 80% of
WeChat followers actually bound
as members
540k WeChat members Member card bound to
recruited over 2 years WeChat wallet
Tmall buyers invited to follow
WeChat OA via SMS: 5~10%
onboarding rate Member retention on WeChat: loyalty
management interface, targeted
promotions, events, drive-to-store
campaings
#SplioLoyalty
© Splio
#NewLoyaltyBioderma: package most effective for binding
Touchpoints and journeys results:
80% binding rate on package
QR code scanning
12% average binding rate on
WeChat account following
Only 4% of Tmall buyers
registering as members
Scan product’s unique Dynamic authenticity If user already WeChat
QR code result and single sign in bound, points are directly
page credited
#SplioLoyalty
© Splio
#NewLoyaltyBudweiser: chatbot to collect follower preferences and have them register
as members
Touchpoints and journeys results:
27% of inactive WeChat
contacts reactivated
67% of completion rate on new
and reactivated contacts
↑↑ Overall signups 522%
Multi step chatbot Combines text, audio and
survey journey article messages
dynamically generated
#SplioLoyalty
© Splio
#NewLoyaltyIdentifying your WeChat contacts: What KPIs to track?
Customer base WeChat contact base New contacts Time to bind
% of overall client % of overall WeChat % of new WeChat Average time to
database bound to a contact base contacts bound to binding of new
WeChat contact identified as clients a customer WeChat contacts
#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty 50Performance of your binding: How to measure?
Binding per Binding per tactic Binding per traffic
touchpoint source
Official Account, Chatbot, QR code, Offline, moment
Mini Program, H5 Mini Program login, campaigns,
site etc. form etc. packaging etc.
#SplioLoyalty #NewLoyalty
#SplioLoyalty #NewLoyalty 51How to take off ? #SplioLoyalty #NewLoyalty 52
keep in mind that…
1. WeChat Users vs. Followers.
2. Customer knowledge is key. Binding is how you can achieve it.
3. Multiply binding tactics, leverage all touchpoints and journeys.
4. Offer seamless and rewarding UX.
5. Use realistic KPIs for your binding campaign.
#SplioLoyalty #NewLoyalty 53The success of a WeChat CRM strategy lies in 3 key factors:
Data consolidation, Customer matching, Engagement strategy
1# Data consolidation 2# Customer matching 3# Customer Engagement
BREAK THE SILOS MATCH ENGAGE
#SplioLoyalty #NewLoyalty 54Want to watch this presentation live?
access the webinar replay video:
contact@splio.cn
#SplioLoyalty #NewLoyalty 55Download the presentation: Let’s talk further. Splio Shanghai 上海市静安区南京西路993号锦江向阳大楼1503室 200041 上海 – China contact@splio.cn Phone: +86 (021) 6217-0157 Delivering completely connected customer experiences on and offline, driving loyalty and revenue for retailers. Online. Offline. Aligned.
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