As WCSL offers multichannel retailing to its customers through a combination of online sales and pop-up events, WCSL recognized the value they could further deliver to their customers by bridging each of their engagement channels for a more integrated customer experience.
After evaluating a number of Shopify loyalty program apps and solutions, WCSL selected OMNI by Wave Commerce due to its focus on omnichannel enablement and was better suited for the Hong Kong market. Together, WCSL, and the team of Shopify experts at Wave Commerce, designed and implemented an omnichannel loyalty program and strategy to better reward their most loyal customers with exclusive benefits on both their online Shopify store and offline touchpoints (including short-term pop-up events with Shopify POS).
Selling their products across multiple channels, WCSL was faced with the challenge of needing to verify true customer profiles in their database and unify any potential scattered customer data from different channels. With multiple accounts per person, customers were unable to consolidate their loyalty points or redeem at a different touchpoint, leading to possibly disengaged customers. By unifying customer profiles with a membership management solution, WCSL could provide an omnichannel customer experience, a localized loyalty program, and deliver relevant, targeted communications and promotions to customers.
WCSL expected the new omnichannel loyalty solution to foster stronger customer relationships and higher customer-lifetime value. Marketing products via social media promotions in Cantonese, WCSL needed a loyalty program with a Traditional Chinese interface and the ability to design and create localized promotions for members that Hong Kong customers expect, such as gift-with-purchase (GWP) offers, VIP tiered discounts, and cashback on purchases.
WCSL’s vision was brought to life with Omni, an omnichannel member management and customer loyalty solution. Designed for Shopify brands and enterprises, OMNI enables strong, localized, online and in-store retail loyalty program experiences. Wave Commerce’s leading team of Shopify experts and engineers also supported backend integration and customization to ensure that WCSL’s tech stack and architecture were optimized.
WCSL’s customer sign-up flow was redesigned to include a one-time-password (OTP) which verified the identity of new customers. This was done via SMS, using a phone number as the main contact identity. Although Shopify does not natively support phone numbers in the registration flow, it was essential to enable as phone numbers are the most popular and preferred option for shoppers, and also prevents inaccurate data often associated with email sign-ups. Wave Commerce achieved this critical aspect of localization with our enhanced member registration flow and customization feature.
WCSL’s customers can now earn points for any purchase both online and offline, which is attributed to their unified member profile. This extends beyond online and brick-and-mortar stores to even pop-up locations such as computer fairs. For a truly customer-centric experience, customers can also redeem points however they wish, such as by paying with points or selecting a free gift - all of which is integrated seamlessly into the checkout experience on the WCSL Shopify store, and offline with Shopify POS. By allowing shoppers to earn and use points wherever they desire, OMNI enables members to have a true “VIP everywhere” experience with the WCSL brand.
With an enhanced tier-based loyalty program, WCSL can now offer special rewards and discounts to customers based on their tier, or other conditions such as birthday, interest status, etc. All communications and promotions are personalized to the individual customer.
To further cater to WCSL’s digitally savvy customer base, Wave Commerce also worked with local social commerce platform, SleekFlow. Through this collaboration, phone numbers captured during registration are now immediately synced to SleekFlow along with critical membership data from OMNI such as member tier status as well as shopper preferences. This allows customer service agents to deliver a better personalized service and customer support experience via messaging.
Since the WCSL website is entirely in Traditional Chinese, it was critical that their member experience offered Chinese language consistency. As most third-party Shopify apps are designed for English speaking markets, with OMNI, WCSL offers their customers a fully localized and mobile-friendly loyalty program with the native fluency expected by their customers.
With OMNI, WCSL now provides a seamlessly integrated omnichannel experience. Customer data is accurate, and WCSL is able to successfully engage customers to drive repeat purchases and grow customer loyalty through highly targeted and relevant promotions and communication for building stronger customer engagement and lifetime value.