The Mall Luxury Outlets

Digital strategy to win over Chinese tourists

A comprehensive offering of exclusive experiences in the luxury shopping scene.
The Mall Firenze and The Mall Sanremo are two unique venues where visitors will find the most famous brands in the fashion world. For The Mall, the collaboration with Retex has been going on for years and is geared towards developing new engaging strategies for Chinese consumers.

The brief

The Mall Luxury Outlets goal: expand and consolidate its presence in the WeChat ecosystem. Added to the Official Account there is the mini-program developed by Digital Retex, an app within the WeChat platform capable of making the user experience more inclusive and engaging by offering additional services and features.

The results

The first release of the mini-program, which went live In coincidence with the Chinese New Year, offers users the possibility to:

  • create and customize a greeting card to send to their contacts;
  • access the corporate page to find out about the outlet’s offer;
  • pinpoint the stores present in the two locations.

 

Among the new contents there is the Experience section here Chinese tourists can discover the innovations available to The Mall’s visitors. Among these, there are guided tours, a helicopter flight, a tour by vintage car convertible: Chinese tourists who are planning or have already started their trip to Europe will be able to book the experiences directly within the Mini-Program WeChat.