la Rinascente

La Rinascente and Conversational Commerce on WeChat

La Rinascente is the most elegant department store in Italy, the first in the world at the Global Department Store Summit 2016.

In 2017, the company launched its On Demand service via WhatsApp to offer customers a personal concierge service via chat. The personal shopper accompanies customers in their choice and purchase of a product or of a valid alternative and takes care of shipment. With the support of DIgital Retex, La Rinascente was able to extend its On Demand service to the Chinese market on the WeChat channel.

The project / /

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.


Results / /

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 solution:

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.

Next steps:

Some Kiosks will be installed in the Milan store to promote a video showing the unique, satisfying shopping experience available with WeChat On Demand. Each Chinese customer will be to take away the experience of accessible luxury.