BHG Retail REIT integrates WeChat, data for targeted mall promotions

Omnichannel approaches boost customer engagement and drive in-mall sales.

BHG Retail REIT is using a data-driven, omnichannel strategy to bridge the gap between online engagement and in-store sales at its malls across China, according to its CEO, Izlynn Chan.

By leveraging platforms like WeChat and data analytics, the company tailors marketing initiatives to reach targeted consumer groups and re-engage customers through a seamless digital-physical experience.

“Consumers now, even whilst they are having [coffee] in our mall, they could be scrolling on their mobile phones, looking through whether there are any good vouchers, good discounts that they could buy, and buying it physically in the mall,” Chan explained.

A key part of this initiative is the BHG mall WeChat mini program, which allows users to browse discounts, promotions, and events in real-time. “We have actually set up our BHG mall WeChat mini program that actually allowed our tenants, our buyers and we as landlords, to be on the same platform,” said Chan.

Beyond WeChat, BHG has expanded its digital presence on other platforms popular in China, including Douyin (the Chinese version of TikTok), Xiao Hong Shu, and TMP.

“With the ability to actually use data analysis, we’re actually able to reach out, depending on the events and the promotions that we’re holding,” Chan noted. By segmenting consumers by age, gender, and location, BHG can deliver highly relevant promotions, especially to those who live within proximity of their malls.

Chan recalled a successful campaign with Alibaba, where members purchased vouchers for BHG’s tenants online and were later invited to spend them in person at BHG’s Beijing mall. “It was a big thing, a big marketing initiative,” said Chan. This online-to-offline (O2O) event helped establish BHG as a leading partner in innovative retail experiences in China.