The Moodies – WeChat Mini Program
Best WeChat Mini Program
Winner
CDF Member WeChat Mini-Program – China Duty Free Group
CDF Member WeChat mini-program is the core digital product of China Duty Free Group (CDFG). Since its initial launch in November 2020, it has been upgraded and polished many times, and version 4.0 was released in December 2022. In August 2023 CDFG incorporated Sunrise Duty Free into the CDF Member system.
The CDF Member WeChat mini-program currently provides digital and offline scenario-based value-added services to over 30 million CDFG members, with more than 300,000 daily active users. Annually, CDFG invests tens of millions of RMB in the development of this integrated online service platform with a focus on ‘people’ (members).
This comprehensive platform encompasses diverse features, including online purchase services through the ecommerce Online Purchase CDF Member-Buy matrix. Users are entitled to various benefits such as multi-points coupons, eligibility for exclusive purchases, covering travel necessities such as flight and hotel bookings, airport transfers, car rental services and outbound internet access.
In addition to purchase services, the platform acts as a user-generated content hub, fostering interaction within the virtual members community.
A premium membership tier offers exclusive privileges, including limited-edition customised items, offline event invites, membership recruitment and Super VIP privileges.
Ensuring a seamless customer journey, the platform extends its services to after-sales customer support, incorporating artificial-intelligence customer service and after-sales maintenance. Furthermore, the programme explores cross-industry cooperation, bridging finance & insurance with lifestyle consumption. This approach positions the unified online service platform as a versatile and customer-centric hub catering to myriad needs and experiences.
Leveraging the advantages of the group’s digital development, CDFG employs the CDF Member WeChat mini-program to offer differing content based on user profiles in the China Duty Free Membership System. The transition from traffic aggregation and infrequent consumption to frequent services, both online and offline, holds strategic importance in enhancing CDFG’s centralised service capabilities through digitalisation.
The CDF Member WeChat mini-program caters to nearly 200 million domestic and international tourists annually and it spans over 200 self-owned duty free shops, including those in airports, on flights and at borders. Beyond membership services, CDFG has successfully collaborated with renowned names such as The Estée Lauder Companies, Beam Suntory, Bacardi Global Travel Retail, William Grant & Sons and others through the CDF Member WeChat mini-program. These collaborations coupled with the platform’s precision marketing strategy enhance digital interactions between brand groups and consumers, at the same time establishing the mini-program as a vital link in improving sales conversion.
Highly Commended
AIR Concepts – Clé de Peau Beauté, Le Serum WeChat Mini-Program
Clé de Peau Beauté Travel Retail collaborated with AIR Concepts to release a WeChat mini-program that encapsulated functional excellence, user-friendly design and practicality. The programme – which ran from February to March for the Sanya International Duty Free Shopping Complex in Haitang Bay outpost – targeted global jetsetters and luxury beauty consumers who value both digital convenience and in-person retail experiences.
AIR Concepts leveraged digital tools to enhance physical retail experiences by focusing on five key pillars: seamless online-to-offline integration; engaging and interactive content; use of WeChat ecosystem; direct conversion path; and personalised user experience. The WeChat mini-program provided event details as well as an Outpost Map that acted as a digital passport for user interactions and gift redemption. On the Product Page, users could access a comprehensive guide and ecommerce platform for Clé de Peau Beauté collections. The programme also featured key opinion leaders’ livestream schedules and an educational mini game.
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