Using Iconic, our own Conversational Marketing platform for WeChat, Digital Retex supported La Rinascente in launching its On Demand service. The objective is a direct online presence to enable Chinese customers to access all the products available in the store in Piazza Duomo even from afar.
La Rinascente is the first European company in the sector to introduce a system of Conversational Commerce on WeChat aimed at the Chinese public.
The Iconic platform made it possible for La Rinascente to:
• manage and save the conversations between its followers of the Official WeChat Account On Demand and the Rinascente personal concierges;
• integrate with an external order management system to improve its purchase and after-sales processes;
• integrate with WeChat Pay for electronic payments;
• provide a space reserved for the customer showing all the past orders made;
• share information and update promotions;
• create differentiated access dedicated to Chinese personal shoppers in their native language.
The activities designed for the Milanese store do not end here, Retex China in fact, with the aim of attracting on the platform an increasing number of users, organizes promotional communication campaigns designed for the target audience and in line with the major Chinese holidays.