In APAC, loyalty programmes are renowned for their experience-driven design and solid digital base. Furthermore, it is significantly more crucial than it is in the West to have a loyalty experience that is connected with popular social media platforms. All of these things must be taken into consideration when starting or restarting a loyalty programme in China.
Antavo not only developed a rewarding loyalty programme that integrates with WeChat for Lagardère Travel Retail APAC, but also supplied a system that is more cost-effective to operate.
Lagardère Loyalty Programs: Expand on an Established Base
Lagardère Travel Retail is a Chinese travel retail brand that can be found in airports, train stations, and other significant transportation hubs all over the world. It offers travellers a wide selection of goods including duty-free and luxury goods, books, news & convenience items, specialty goods, and food & beverage.
As a basic recognition tool, Lagardère first introduced its legacy loyalty network, which included two loyalty programmes: Boulevard de Luxe, which focused on exclusive labels, and Voyage, which catered to mass-market specialty retail with a concentration on food and drink.
Lagardère opted to redesign its current loyalty structure with Antavo’s assistance because the maintenance costs for this structure first proved to be too costly. The business sought to achieve the following objectives while reducing maintenance costs:
Add more complex tiers and point earn/burn logic to your loyalty programme.
Develop the skills necessary to provide more individualised experiences.
Concentrate on social shopping by utilising WeChat live streaming
One Shared Core, Two Loyalty Programs
An important feature of Lagardère’s loyalty programme is the connection between the two reward programmes:
Spending at participating retailers contributes to a combined spend balance for the two loyalty programmes.
A consumer who participates in both programmes can reach two different tier statuses in each one based on their overall spending.
CSL Compliance Local Hosting is handled by Microsoft Azure China.
Both programmes can access the platform’s backend in Simplified Chinese.
Participating in the Social Purchasing Trend
Chinese consumers are technologically sophisticated and frequently use their phones. They use social media sites like WeChat as a virtual playground to watch live feeds and engage in social commerce. Such interaction naturally fosters loyalty.
By combining its loyalty programme with the social media platform, Lagardère was able to connect and interact with the WeChat audience. Customers can directly carry out the following actions through WeChat:
Sign up for both courses
Gain points by making purchases
View the list of rewards
Use coupons at the register
Play a live streaming game
View profile information (membership number, points details, rewards claimed, etc.)