TOP 10 OPERATORS 7: DFS GROUP


“DFS is proud to be at the forefront of digital innovation, providing a seamless shopping experience for our customers.”


Zac Coughlin, Chief Financial Officer, DFS Group


unveiled by the event hosts, consisting of skincare, cosmetics and fragrances. “Livestreaming has become one


The Cartier boutique at T Galleria by DFS, Macau, Shoppes at Four Seasons.


year and does ‘not really seem appropriate’ given the current hardships in Europe, although they made clear that DFS/LVMH has yet to decide on the course of action. While DFS kept this publication


up to date with the operating status across the stores network, more positive news has been shared such as its developing partnership with Tecent’s WeChat platform. This has undeniably improved the


retailer’s omnichannel agility; crucial given the current market conditions and the enforced closure of so many bricks & mortar stores. For example, in April of this year,


DFS became a founding member of the ‘WeChat Retail Growth Plan’. “Due to the global travel


restrictions and the world’s current business environment, businesses are being challenged to migrate their operations from offline to online channels,” emphasised DFS in a statement earlier this year. It continued: “During this


period of uncertainty, WeChat is ‘celebrating adversity’ by showcasing a select number of retailers that have demonstrated successful models utilising WeChat to drive traffic and awareness”. As reported by TRBusiness, DFS first


struck up a partnership with WeChat to launch the ‘Customer Connect Mini Program’ in January 2019. From this point forward, the initiative allowed DFS to offer its customers a fully digitalised experience by simplifying the sign-up process for the ‘Loyal T program’. New member signups are now completed in just under one minute


OCTOBER 2020


and over 90% of PRC members sign up through this feature, insists DFS. Another initiative the company


announced in 2020 was Scan & Go, which debuted at San Francisco Airport. Scan & Go allows individuals to convert their own mobile device into a POS through integration with WeChat Pay and skip queues by using self-checkout. “DFS is proud to be at the forefront


of digital innovation, providing a seamless shopping experience for our customers,” said Zac Coughlin, Chief Financial Officer, DFS Group. “Tencent has proven to be the


perfect partner for DFS and we are delighted to have the opportunity to create content that attracts, engages and satisfies our discerning travelling customer within WeChat’s exciting and dynamic ecosystem.”


WeChat live streaming More recently, DFS recorded ‘outstanding results’ from an event it streamed over WeChat, featuring some of the most sought-after beauty and cosmetics products. The hour-long flash sale generated more than 50,000 views, over 30,000 likes, 12,000 product click-throughs and 2,500 shares. Hosted in T Galleria by DFS, Tsim


Sha Tsui East, sales during the event topped the daily record achieved in beauty by any of DFS’ Hong Kong stores. The event featured more than 50 ‘hot products’ for customers to pre-order and pick up inside the store within a limited shopping window while earning extra discounts and gifts. Eight of the products were


of China’s most popular ecommerce trends, accelerated by the Covid-19 crisis,” according to Christophe Marque, DFS Executive Vice President Global Marketing and Beauty Merchandising. “It is fun for us and for our


audience, but also a great way to engage our customers while they are unable to travel. To achieve these results in only one hour is fantastic, and we look forward to hosting more live-streaming events to excite and reward our loyal customers.” «


DFS became a founding member of the ‘WeChat Retail Growth Plan’ earlier this year.


TOP 10 OPERATORS 33


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