What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
WeChat unlocks offline-to-online transactions in SA
JD Group, the home of stores such as Incredible Connection and Russels, has been able to create a virtual store with relatively less overhead costs compared to a traditional retail store, through the launch of offline-to-online (O2O) commerce in South Africa.
In June 2016, WeChat introduced South African consumers to the first O2O campaign. Launched in partnership with Stuff Magazine and Incredible Connection, the campaign allowed readers to buy goods straight from the magazine pages and have the items delivered to their doorstep.
This campaign yielded incredible results and opened up new opportunities for O2O mCommerce in the country. According to JD Group strategic projects executive, Christo Viljoen, over 2 000 tech products were sold. Items such as Xiaomi cellphones and Apple MacBook sold out in less than five days of the magazine hitting the shelf.
“In the past 10 years, retail has transformed from analogue to digital. At JD Group, we have embraced it and have used it to create a seamless shopping experience. The power of O2O commerce is how it has changed the customer journey for the better. This was evident with the high-volume of products sold through the magazine. It was clear our customers loved the experience,” Viljoen adds.
The launch of WeChat Wallet has made it easier for the young and unbanked to transact online. Customers do not need a chip and pin enabled card to use WeChat Wallet. Users can visit their nearest Pick n Pay and Boxer EasyPay pay point to load their WeChat Wallets with money to transact.
“The success of the O2O campaign is largely due to the ability of O2O to target audiences and close the gap between the offline discovery of products and online commerce. Through the campaign, we were able to sell tech products straight from a magazine that reaches and speaks to tech enthusiasts. We are making every day easier for our customers and our partners,” says WeChat Africa CEO, Brett Loubser.
Due to the success of the campaign, WeChat, along with Incredible Connection and Stuff Magazine, has extended the campaign for three more months.
“As one of South Africa’s leading IT retailers, Incredible Connection is proud to be part of launching this new transactional platform and experience to the South African consumer. We have seen an amazing reaction from consumers with these offers. Customers have been willing and open to accept and transact with this new type of commerce,” says Incredible Connection CEO, Stefan Marnewick.
In the January 2017 issue of Stuff Magazine, high-end tech products including the DJI Phantom 4 Drone, Apple MacBook Air 13" 128 GB and Tom Tom Spark 3 Cardio and Music GPS Fitness watch will be sold at greatly reduced prices.
Learn more about the campaign in this Stuff Magazine case study:
