(Source: https://pltfrm.com.cn)
Introduction
China’s “New Retail” model has transformed how brands approach customer acquisition and commerce. Instead of separating physical stores from online channels, leading brands use technology to create continuous customer journeys. WeChat serves as the core infrastructure connecting stores, CRM systems, payments, loyalty programs, and eCommerce transactions. For overseas brands, understanding this integration is critical for competing effectively in China’s retail environment.
1. Use Stores to Acquire First-Party Data
1.1 Encourage Membership Enrollment
Store staff should actively guide customers to join membership programs.
This transforms anonymous visitors into identifiable customers.
1.2 Utilize QR-Code-Based Engagement
QR codes simplify customer onboarding.
Consumers can instantly access promotions, product details, and loyalty benefits.
2. Integrate WeChat Mini Programs
2.1 Extend Store Experiences Online
Mini Programs allow customers to continue shopping after leaving physical stores.
This maintains engagement and increases purchase opportunities.
2.2 Support Mobile Commerce
Consumers can browse products, place orders, and manage memberships within a single ecosystem.
This reduces friction throughout the customer journey.
3. Develop Omnichannel Loyalty Programs
3.1 Unify Rewards Across Channels
Points, discounts, and membership benefits should apply both online and offline.
Consumers increasingly expect consistent treatment regardless of channel.
3.2 Personalize Customer Incentives
Behavior-based rewards create more relevant experiences.
Personalization often increases retention and lifetime value.
4. Utilize Retail Locations as Fulfillment Assets
4.1 Offer Buy Online, Pick Up In Store
Store pickup options provide convenience while increasing foot traffic.
Additional purchases often occur during pickup visits.
4.2 Enable Local Delivery
Stores can function as localized fulfillment centers.
This improves delivery speed and operational efficiency.
5. Measure Omnichannel Performance
5.1 Track Customer Journeys
Understanding how consumers move between channels helps optimize marketing investments.
Comprehensive attribution provides better business insights.
5.2 Evaluate Customer Lifetime Value
Brands should focus on long-term customer profitability rather than isolated transactions.
This encourages sustainable growth.
Case Study: A Premium Beauty Brand Implements New Retail Integration
A premium skincare brand generated significant in-store traffic but lacked mechanisms to maintain customer relationships after store visits.
We implemented WeChat Mini Programs, CRM integration, omnichannel loyalty programs, and fulfillment optimization. Store traffic became a valuable source of digital customer acquisition.
Within nine months, CRM membership increased by 74%, repeat purchases grew by 45%, and average customer lifetime value improved by 39%.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
