Our Digital IQ Index: Luxury – China found Hong Kong-based jewelers Chow Tai Fook and Chow Sang Sang to be e-commerce leaders in China due to their sophisticated loyalty programs.
Chow Tai Fook encourages potential customers to visit stores by offering offline and online-redeemable coupons in exchange for scanning QR codes. To encourage redemption, the jeweler enters those who purchase an engagement ring with the coupon a chance to be featured in a video campaign of marriage proposals. In another effort to cater to pre-wedding purchases, Chow Tai Fook partners with real estate developer World China Land to provide property discounts for top-tier members about to tie the knot.
Rival Chow Sang Sang has a similar rewards program called Star Dollars, which gives consumers access to exclusive promotions and discounts. To entice online shoppers to make a purchase, the brand displays loyalty points on the product pages.
Investing in customer relationship management seems to have paid off for Chow Tai Fook and Chow Sang Sang. The former topped our China Luxury Index and the latter came in No. 4 of 100 global and local brands.