Luxury Sales Associates Use WeChat to Personally Connect with Shoppers
References: mp.weixin.qq & jingdaily
In the world of luxury retail, each product sold is worth significantly more to the retailer in question than in other industries, so luxury sales associates in China are going to impressive lengths in order to make those sales happen. Using the ubiquitous Chinese chat app WeChat, luxury sales associates are communicating directly with shoppers even after they've left the store, building an authentic relationship with consumers in the process.
To be sure, luxury sales associates on WeChat aren't blindly spamming hundreds of potential consumers with messages. Rather, they'll exchange WeChat contact with consumers in the store, whether that consumer ends up buying a product or not. If another product comes in that the associate expects one of their contacts to like, they'll message them and let them know. Not only does this practice increase the chances of purchases in the short term, but it encourages consumers to patronize the store regularly in the future thanks to the relationship they have with the staff.
To be sure, luxury sales associates on WeChat aren't blindly spamming hundreds of potential consumers with messages. Rather, they'll exchange WeChat contact with consumers in the store, whether that consumer ends up buying a product or not. If another product comes in that the associate expects one of their contacts to like, they'll message them and let them know. Not only does this practice increase the chances of purchases in the short term, but it encourages consumers to patronize the store regularly in the future thanks to the relationship they have with the staff.
Trend Themes
1. Chat-based Luxury Sales - The use of chat apps like WeChat by luxury sales associates to communicate directly with shoppers is disrupting traditional sales methods and building authentic relationships with consumers.
2. Post-sale Communication - Luxury brands are embracing post-sale communication through chat apps to increase customer satisfaction and encourage repeat purchases.
3. Personalized Recommendations - Luxury sales associates are leveraging chat apps to send personalized product recommendations to shoppers, increasing the chances of future purchases.
Industry Implications
1. Luxury Retail - The luxury retail industry can benefit from the use of chat apps to connect with customers, increase sales, and build stronger relationships.
2. Chat App Platforms - Chat app platforms like WeChat have become essential tools for luxury sales associates to communicate with customers and provide personalized service.
3. Customer Relationship Management (CRM) - With the rise of chat-based luxury sales, the CRM industry can explore new technologies and methods to support sales associates in building and managing customer relationships.
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