CASE SUMMARY
BACKGROUND

 

Hiersun Diamond is a young leading brand in China’s jewelry industry which was founded in 1999. It has been constantly innovated in response to the changes in China’s consumer market. The company has three jewelry and diamond brands at present: Hiersun, I Do and ooh Dear, including wedding rings, custom designed jewelry, diamonds, gold, fashion jewelry and other products. It enjoys an unshakable leading position in the world diamond industry and is honored as an outstanding enterprise of technological innovation in China’s jewelry and jade industry.s jewelry and jade industry.

 

Techsun were responsible for the implementation of a unified CRM system for the I Do and ooh Dear different brand positioning of the target groups to develop different loyalty plans for members, each loyalty plan were set to belong to the independent brand points rules. Hiersun diamond membership management system integrated with Parllay experience CRM cloud platform, the membership data and Wechat public number complete docking, accomplished the entire online and offline customer interactive closed-loop management.

CHALLENGE
  1. Identify the online VIP customers which are come from different stores offline.
  2. Tracking and analyzing Wechat users and potential customers’ behavior on a cross-platform online campaign.
  3. Fully integrate Wechat users with the existed member management system.

Parllay for WeChat Solution

1 Customized personalized QR code and performance tracking

2 Short link, tracking code and customized event configuration and analysis

3 API interface integrate with the user data of Dynamic CRM system

Results

  • Understand the conversion rate of users online and offline secondary marketing for key store members

  • By screening the events and conditions, checked the event report analysis, understood the behavioral such as page view and social media further calculated the customer lifecycle, strengthened the brand and customers stickiness

Through the Dynamic CRM system integrated with Parllay consumers are guided to be online users, Identify different sources of online users were classified according to their different behaviors and interests, so as to provide personal services. We convert consumers to become users who care about the brand, and gradually transform them into members who have brand loyalty, and ultimately achieve the goal of maintaining existed customers and developing potential new customers.