Yesterday, WeChat announced the launch of Zalora’s official WeChat account (WeChat ID: ZaloraSG), following other Singapore businesses like EasyTaxi, Shangri-la, and, yes, even Vulcan Post! Zalora’s new WeChat account is promised to help Singapore connect with the brand through the latest news and campaigns, and even releasing in-build keyword shortcuts to help Zalora fans navigate their online shopping app.
“WeChat with its huge popularity and reach in the region, is a valuable partner for us to improve mobile shopping experience in Asia,” said Dione Song, Marketing Director, ZALORA Singapore. “Our presence on WeChat will deepen our engagement with consumers and will allow us to reach them even when they’re messaging on their mobile.”
The Zalora WeChat account presents you with navigation of their app without even having to leave WeChat, with pop-up menus from the bottom allowing you to browse the latest clothing, shoes, and accessories for both men and women. You’ll also be directed to an app-store to download the Zalora app in Android and iOS if you like what you see and choose to do so. But with this choice available, I may just choose to stick with my WeChat app to check out Zalora’s online store, especially if their WeChat account sends me news about their latest collections. Why switch apps, right?
“We are excited to partner one of the largest online retailers in Singapore and providing our users with personalized access to ZALORA, sharing with them a whole new shopping experience. With online and mobile commerce on the rise in this region, we strongly believe in the possibilities this collaboration could bring our users, both now and in the future,” said Poshu Yeung, Vice President of International Business Group at Tencent, the company behind the WeChat app.
To commemorate this launch, Zalora is also launching Singles’ Day on Nov 11. The first 1,000 fans to text ‘ILoveZALORA’ today will win ZALORA vouchers worth S$11. The campaign will end at 7PM.
WeChat has steadily been growing their official account users for Singapore’s favourite brands. However, my biggest qualm is that majority of the brands on WeChat are also in Mandarin, to cater to its large Chinese audience. With most of the Singapore population seeking English language content, we’re not sure if WeChat will be able to appeal to these masses quite like its competitor Line, who in August announced AirAsia’s new official account.