Creating a premier digital experience for GUCCI on WeChat

Luxury fashion powerhouse GUCCI relies heavily on Chinese market. According to Barclays, last year China accounted for around 35% of GUCCI’s annual sales.

As one of the most beloved high-end brands among Chinese customers, GUCCI has been constantly modernizing its strategies to win China over since its entry in 2006.

Wiredcraft helped GUCCI revamp its e-commerce on WeChat mini-program, with the aim of providing premium experience for its customers to boost conversions.

The result: practical, implementable digital strategies for the luxury giant in under three weeks.

What we did

• Stakeholder interviews

• Audit and benchmark

• Strategy revamp

• Feature plan

• Product management

• Customer journey mapping

• UX suggestions

• Roadmap

Meeting GUCCI’s needs on WeChat

We conducted comprehensive research, which included stakeholder interviews and audits of data and UX design.

During our stakeholder interviews, several key insights emerged.

• First, there is a strong demand for more localized content and features to better align with the preferences of the Chinese audience.

• Our analysis revealed distinct and valuable customer segments: explorers, VIPs, and gifters. Each group requires tailored strategies due to their varying characteristics and shopping habits.

• To optimize WeChat ad strategies, it became evident that aligning ad content with landing pages is crucial for success.

Our in-depth data and UX audit indicated the need to:

• strike a better balance between organic and paid traffic to enhance user engagement and exploration;

• provide the right content at the right time, in an organized and consistent manner to prevent drop-offs;

• offer more scenario-based shopping options.

• optimize “MY” page to provide a more personalized and user-friendly experience;

• create more flexible modules for the brand’s creative expression.

Enhancing customer engagement

Wiredcraft adhered to several guiding principles aimed at delivering a seamless and engaging experience:

• reducing friction points to achieve a healthier funnel, ensuring that users effortlessly progress through the platform;

• tailoring to the key audiences with various types of storytelling, creating a more personalized connection;

• ensuring a natural flow from module to another, maintaining the user’s engagement throughout their journey.

We identified three major customer groups, each requiring specific attention.

• For explorers group the goal was to increase engagement, loyalty, and referrals;

• For VIPs, we aimed to establish higher-quality connections between sales and VIPs, digitally transforming their interactions;

• For gifters, we focused on integrating gifting into the product display page and extending the gifting journey to enhance new customer acquisition and retention.

Exciting features for GUCCI’s success

Standard e-commerce tabs and modules often struggled to engage users and encourage repeat visits. Wiredcraft executed a revamp plan centered on optimizing the user experience.

By introducing a “dynamic space” tab, GUCCI would gain a dedicated platform for gift inspiration, storytelling, campaign promotion, fashion show highlights, and more. This dynamic space would empower GUCCI to offer a personalized, engaging and captivating digital shopping experience.

Regarding the “MY” page, we proposed the strategies that position it as the premier destination for a personalized experience that would continuously engage and reactivate both new and VIP customers.

By adding features like Wardrobe looks for outfit inspiration, customized E-cards, and new video and store consultation options, this would encourage users to keep returning for personal assets and GUCCI’s premium service.

We also crafted brand-specific phrases based on GUCCI’s business needs and led a workshop to facilitate their future implementation.

Scan the QR codes and explore the world of GUCCI on WeChat: