• Ker Zheng

Inside Wal-Mart's Omnichannel WeChat Mini-Program

Updated: Oct 16, 2019

Global retail behemoth Wal-Mart has had a longstanding and deep presence in the China market, having opened its first store in Shenzhen in 1996. Today it operates over 400 stores across different regions in China.


Supplemented by partner JD.com's logistics network and the Dada-JD Daojia delivery service, Wal-Mart has been able to build out a comprehensive WeChat mini-program that flexes its omnichannel capabilities.


We take a deeper look at the mini-program and break down how it works below.


Wal-Mart's Omnichannel WeChat Mini-Program

Wal-Mart's omnichannel mini-program provides two primary functions: the ability to scan and pay for items in the store, and next-day e-commerce delivery.


The idea is that the first function gets users to start using the mini-program and follow the official account, while the e-commerce function enables Wal-Mart to upsell the customer on other items, including those not found inside the store.


These items may have been sold out, hard to find, or long-tail items that may not be present in every store.

Wal-Mart WeChat Mini-Program

To incentivize customers, Wal-Mart offers free delivery for customers who spend over 169 RMB, next-day delivery for all households within the city, and a 14-day no-excuses return policy.


To add to that, Wal-Mart also offers 88 RMB worth of coupons for new customers who spend a certain amount. Customers also can enter into a raffle to get 88 RMB off their entire order.

Wal-Mart WeChat Mini-Program Raffle

Below shows the scan & pay function. Customers can scan the bar codes of the items in their shopping basket and check out with WeChat Pay or Alipay. They then must scan a QR code to exit the store; this ensures that everyone pays for their full order.


Wal-Mart WeChat Mini-Program Scan & Pay

Inside the e-commerce page, there are also different kinds of promotions. Note that in China, e-commerce is driven by discounts and promotions; it is very difficult to get a customer to buy something without offering some kind of deal, such as a coupon or free shipping.


Below, Wal-Mart highlights new product offerings, a Brand of the Day page with special deals, and Flash Sales campaigns for various items.


Wal-Mart WeChat Mini-Program Marketing

Lastly, Wal-Mart also offers coupons and the ability for customers to buy virtual gift cards for their friends and family. Customers can store up to 1000 RMB worth of value on their gift cards, and share with friends on WeChat.


Wal-Mart WeChat Mini-Program Functions

Key Takeaways

  1. Wal-Mart has invested heavily in its online e-commerce capabilities, having first launched its own e-commerce business and later merging it with JD.com's business

  2. Its mini-program focuses on two main functions: scan & pay, and next-day e-commerce shopping & delivery. This enables Wal-Mart to upsell offline customers on other products even after they leave the store

  3. The mini-program offers all sorts of discounts including coupons, new brand highlights, Brand of the Day campaigns, and even flash sales campaigns. Promotions are a central driver of e-commerce sales in China

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wechat@azoyagroup.com

 

Agency partnership: ker.zheng@azoyagroup.com

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