OPERATIONS

Birks Group offers new mobile shopping option

BY Dan Berthiaume

Luxury jewelry retailer Birks Group is opening its mobile commerce business to Chinese social media/m-payment platform WeChat in its Canadian banners.

Partnering with Canadian financial platform OTT Pay, Birks Group is making the WeChat mini-program available at its Canada-based Maison Birks, Brinkhaus, Graff, and Patek Philippe brands. The WeChat mini-program allows customers to scan a circular QR code which opens automatically within their WeChat and brings them to the Birks home page. From there, they can browse, shop, access promotions, search nearest store locations or participate in exclusive Mini-program user activities from Birks.

Leveraging the WeChat mini-program, Birks can open its Canadian m-commerce sites to WeChat’s base of 1.2 billion international users. The mini-programs were originally introduced in China in 2017.

“We are thrilled to be the first jewelry brand to launch the WeChat Mini-Program in Canada,” said Jean-Christophe Bédos, president and CEO of Birks Group. “We strive to partner with platforms that allow our customers an easy and efficient way of online shopping, allowing for a more dynamic and interactive experience.”

Birks is expanding the reach of its m-commerce business as mobile commerce is exploding globally. According to the WorldPay 2018 Global Payments Report, m-commerce accounts for 38% of more than $1.3 trillion in annual global e-commerce sales and will grow 19% during the next five years. China was the world’s largest m-commerce market in 2018 ($750 billion), in part due to the widespread popularity of Chinese digital payment services like WeChatPay and AliPay.

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