The last step lets you check out and pay through WeChat Pay. The packages are then shipped to your address through express post.
Why personalisation services are important for luxury brands
Many luxury brands struggle with replicating the luxury experience online. In an online e-commerce setting, there are no plush leather seats or shop attendants on hand to provide VIP services.
Additionally, with e-commerce there is a limited amount of website space with which to communicate the brand story.
Personalisation is a VIP service that luxury brands can provide for their most coveted clients. By introducing a lightweight, easy-to-use WeChat mini-program allowing people to customise diamond necklaces, Chow Tai Fook is making a VIP service accessible to everyone.
This fun and free customisation service is appealing to those who do not want to go to an offline retail store and spend hours examining the different products on hand.
It also enhances Chow Tai Fook’s brand and increases engagement with its younger customers.
In an increasingly competitive e-commerce market, brands and retailers have to come up with creative ways to differentiate themselves from their competitors. Chow Tai Fook has done a great job designing this mini-program.