Capturing the Global Chinese Consumer:
Using Physical Retail to Your
Advantage

Who is Chatly?
CHATLY
WeChat
Work
MiniprogramsOfficial
Accounts
Global Systems
(i.e. Salesforce)
• Advanced Data Integration
• Intelligent Customer Segmentation
• Leader in WeChat SaaS
TECHNICAL EDGE
• Preferred Development Partner
• Preferred Integration Partner
• Preferred Mini Program Partner
TENCENT RELATIONSHIP
• Agile Delivery
• Salesforce Preferred Partner
• Offices in Shanghai, Guangzhou,
New York, Chennai
GLOBALLY DISTRIBUTED TEAMS
• SCRM platform designed to support omnichannel engagement and advanced WeChat
personalization.
• Fully integrated with Salesforce for ease of communication and customer engagement.
• Out-of-the-box solutions for Mini Programs, Official Accounts and WeChat Work.

Who am I?
8+ years in China working in PR, social media, entertainment, and live streaming
Head of Marketing at Chatly
Co-Author of Amazon bestselling book Digital China: Working with Bloggers, Influencers, and
KOLs
Contributor to Forbes and Jing Daily
Host of the China Influencer Marketing Podcast

Growth of Physical Retail

WeChat is the bridge between the
two.
In 2019, China’ online
retail sales expected to
reach $1.5 trillion.
Since 2017 Chinese shoppers are
making a shift back to physical stores.

Chinese Consumers Want Both Online and Offline
Touchpoints
SOURCE: iConsumer 2016 and 2017; McKinsey China Digital
Consumer Trends 2019; Winshang
% of digital apparel consumers
who shopped in a physical
channel in the past 3 months1
83%
88%
80%
82%
84%
86%
88%
90%
2017 2019
Led by young consumers
(<35 years old) in tier 1-2 cities
Omni-channel influence on purchasing
decisionsPercentage of apparel shoppers who engage with both online and offline touchpoints
Online Only
Online + Offline
Offline Only
No evaluation
Shopped
online at
least once
during the
last 3
months
Did not
shop online
during the
last 3
months
purchase
channel
12%
69%
8%
12%
61%
39%
Evaluation
Channel
Purchase channel
Consumer decision journeys
Purely online
Touch-and-feel offline,
purchase online
Truly omni-channel
Evaluate online, purchase offline
Purely offline
8%
4%
49%
32%
7%
85%
Source: McKinsey China Digital Consumer Trends 2019

Connecting Physical and Digital
Omni-channel presence in the "showroom
effect"
Shoppers who conduct
mobile research in a physical
store
Percent of online apparel
shoppers
31%
63%
0%
20%
40%
60%
80%
2017 2019
Impact on final purchasing decisions
Percent of online apparel shoppers who
research online in physical stores
Impact Purchasing decisions
Sales
maintained
within brand
81%
Potential sales
leakage to
other brands
19%
3
16
28
17
55
Buy in this
store
Buy from
another store
Buy online
Buy another
brand
Buy a different
product
Top 5 reasons for conducting in-store
mobile research
Learn more about product details
Check price
Check comments
Check popularity (sales volume)
Check for more convenient purchase method
Source: McKinsey China Digital Consumer Trends 2019

The WeChat Ecosystem

1.1B Active Users
¥ 50B Transaction Scale
3M, 300M Active Users
WeChat
Pay
MomentsOfficial
Account
Mini
Program
WeChat

Comparison of Features

China’s New Digital Ecosystem
Email, SMS, Push Notifications Your APP
Chat, content, notifications Mini Programs
As a Brand in China, WeChat is your core customer engagement hub
Your Website, Ecommerce and Promotion
Official Account H5 Mini-sites Moments Ads
Instagram/Facebook
ads

O2O Connection

New Customer Journey
Visit brand
website
Visit brand's
China store
Visit brand’s
global store

Travel Retail
3DEEP LINK TO MINI PROGRAM
1QR CODE
2SCANS QR
6RETARGETING
7USE COUPON
8PICK UP & GO
4 PAYMENT WITH WECHAT PAY
5PICK UP & GO
THANK
YOU
Kim sees the QR code for your brand on
digital signage at JFK
Kim scans the QR code and becomes
a follower
She gets a thank you message on the Official Account and a
link to the local Travel Retailer mini program
Kim shops for cosmetics from the Mini Program and
completes payment with WeChat Pay
Kim picks up the products from the store pick up counter
without having to wait in line
During the trip, Kim gets a new offer valid
for that week on her WeChat OA.
Kim uses the coupon to buy gifts for her family
from the Travel Retailer
mini program
Kim visits the Travel Retail counter at the airport on
her way back to Shanghai and picks up the gifts

Offline Transactions Influence Online Content
Customer makes a
purchase at an offline
store
Transaction is bound to
their WeChat ID
Product Category
Total Purchase Amounts
Amount of Purchases
Age of Customer
Store Location
Travel Retail?
Customer is segmented based on
these attributes
Thank you message is sent to the
follower after purchase.
(Personalized based on the
transaction)
+24 Hours
Product Recommendation post
is sent based on new customer
attributes

Offline events
3
REGISTER
1
SUBSCRIBERS
2
QR CODE
6TRACKING
5ENGAGEMENT
Filter subscribers by location, engagement
metrics, etc. to find ideal target audience
for event.
Send personalized
invitations with a unique
single use QR code.
Customers scans the QR code to RSVP
Follower engagement tracked. Data can be used for
future re-targeting
Using the information tracked at the event, the brand can invite engaged event
attendees back for future visits, and to personal in-store appointments.
4
COUPON
After registration, the customer is sent a
single use coupon code for redemption
at the pop up shop.
PRE-EVENT
DURING THE EVENT
PROMOTING FUTURE ENGAGEMENT

Thank You
Website:
www.chatly.com
Lauren Hallanan
Email: lauren@chatly.com
WeChat ID: H1212118514
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