The goal of Burberry’s mini-program is to drive traffic to retail stores while complimenting its in-store services. Users can make plans to visit specific stores at specific times, and supplement their accounts with important personal information. They can also chat one-on-one with an online customer service representative via this mini-program.
Bonhomme says, “The brand made the mini-program a well-thought-out extension of their offline customer service. This WeChat customization service empowered the brand to efficiently collect customer data and drive to Burberry offline boutique.”