Messaging app enables personalised buying and social sharing

A shoe brand is using a messaging app to add direct-to-customer personalisation online while also engaging with millennials and Gen Z luxury consumers.

WeChat is a Chinese, multi-purpose messaging, social media and mobile payment app. In 2018, it was one of the world’s largest standalone mobile apps, with over 1 billion monthly active users. In China, it is known as the “app for everything,” and now, it has one more use. Luxury Italian shoe brand Sergio Rossi is using the app to create a sense of privilege and personalisation for its Chinese customers.

Customers can use a specially-designed WeChat mini-program to access Sergio Rossi’s personalisation service. The service allows customers to design their own shoes – choosing the material, colour, length of the heel and customised lettering. Additionally, the campaign was conceptualised and launched by CuriosityChina, which develops platforms to integrate retail store information into WeChat. According to CuriosityChina, the mini-program is gaining widespread use in China among retailers.

As customers experiment with different options, they can also see in real time how their choices affect the price of the shoe. Users can change their options as often as they like. When customers are finished, the program allows them to view a 360-degree preview of the completed design. This is important, as there are no refunds on the customised shoes, and they cannot be returned. When customers are satisfied with their design, they can pay via the WeChat mini-program, and even use the program to share their purchase on social media.