Best Digital Team

The CDFG Member WeChat Mini Program was officially launched on 11 November 2020 as a key element in China Duty Free Group’s digital transformation. The company has worked to create a unified membership platform and membership services, one that would allow online and offline cross-functionality, as well as link domestic and overseas operations, and duty free and duty paid operations. At the time of entry to The Moodies, more than nine million members had registered, and an average of more than 300,000 members were provided with digital services every day. The user stickiness is high, turning offline low frequency engagement into online daily activity. The CDFG Member Mini Program integrates tools, ecommerce, content (graphics, live) and other content to provide brands and suppliers with an online digital marketing position.

The ultimate goal is to create a high-value customer source online traffic portal, and to drive brand value delivery and sales through the daily activities of the online platform. To enable the project, the CDFG Member Mini Program Project Group was established in August 2020. After just three months, the product and function design, technical framework construction, page design, and technology development were completed, before launch in November 2020. CDFG Member Mini Program version 1.0 was launched quickly, and more new functions are being designed and planned to continuously improve members’ experience. The 2.0 and 3.0 versions were launched in March 2021 and September 2021, respectivly, enhancing CDFG’s high-quality digital services to tourists and brands through its Member Mini Programs. Key elements prized by users include queries answered on points and shopping quotas; precision marketing and commercialisation, targeting specific users; a brand hall plus a range of rich activities and content.