Best Mart 360° - WeChat Pay Platform

Introduction

Founded in 2013, Best Mart 360° has nearly 100 branches in prestigious shopping areas across Hong Kong(China), and transactions by mainland tourists account for 40%. For years, with the mission of providing products with "best quality" at "best prices", Best Mart 360 provides global qualified food including those of more than 500 brands and 1900 SKUs. According to the statistics of March 2018, Best Mart 360 has a 21.6% share in the retail market for snack food in Hong Kong, leaping to be the second largest food retailer in Hong Kong. It is also a quality retailer recognized by Hong Kong Tourism Board.

Challenges Faced

· With a large number of exclusive quality brand products, Best Mart 360° hopes to attract more mainland tourists to go shopping in its stores.

· Exchanging HKD to checkout is inconvenient for mainland consumers.

· As the queue time for checkout in peak hours is long, Best Mart 360° hopes to reduce labor effort and increase turnover.

· With more family consumers and revisits, Best Mart 360° wants to increase the viscosity of users.

Solutions & Results

1. "Scan Code to Buy Quality Goods" Mini Program: Customers can easily realize self-helping shopping through the "Scan Code to Buy Quality Goods" Mini Program. After selecting their favorite products in the store, customers can open this Mini Program, scan the barcode on each product to add them to the Shopping Cart (up to 20 items at a time), and then click "Checkout" to complete the payment via WeChat Pay. Before leaving the store, customers only need go to the "Fast Track of Scan Code to Buy Quality Goods" for clerk to check their purchased items. With this, the queue time is greatly shortened, and mainland customers, without the need to exchange HKD, could easily buy products by scanning code. In this way, shopping is completed in a few easy steps, saving time and efforts, and improving customer shopping experience.
This Mini Program not only helps shorten customers' queue time, but also helps the company save labor efforts. Xu Zhiqun, CEO of Best Mart 360°, said that the service will first be piloted at the Tsim Sha Tsui branch and later extended to all the branches.; Flowchart of using "Scan Code to Buy Quality Goods"

2. WeChat Pay Smart Retail Store: With the mission of providing products with "best quality" at "best prices", Best Mart 360° has solid offline strength in Hong Kong snack food market to build Hong Kong's first WeChat Pay Smart Retail Store. The Group hopes to enhance its turnover by making full use of WeChat ecosystem potential to combine online and offline marketing methods and to attract WeChat Pay users to the store.; WeChat Campaign POSM posted in stores for clearer guidance

3. Moments Ads for online promotion and higher brand exposure: Moments Ads in the WeChat ecosystem is used for online promotion. Best Mart 360° advertises in Moments with the theme of Smart Retail Store's campaigns to increase brand exposure and popularity by targeted user selection and active user reaching. So far, the exposure person-time has reached more than 1 million.

Since "Follow Official Account after Payment" is activated for Best Mart 360°, the number of followers has increased 10 times in 5 days. By now, the net increase of followers increased from about 10 people/day to more than 500 people/day.