Although the Club was already running at a global level with a strong, loyal following, the team at Swatch China understood very well that the Asian Giant is an entirely different beast. In particular, they needed a portal that is able to integrate with WeChat and leverage the huge amount of traffic and engagement originating from the platform, a challenge that is specific to China only. As part of the global strategy, Swatch Club plays a vital role not only in engaging the clients and offers but also in understanding their behavior. By creating a closer relationship with the customers, Swatch is able to learn more about them and improve their offerings. Therefore, it was crucial to create a platform designed for China and leverage such a huge market.
Swatch Club Homepage
We partnered up with Kinetic, the leading advertising agency which has been following Swatch China marketing efforts very closely for many years. We were honored to be chosen for the development of the platform.
To achieve this goal, the main scope of work was to create a portal, able to connect with Swatch’s CRM via API. After scanning the QR code, the member would register on the website, where he would share his information. Once stored, it would then be pushed to the CRM.
Swatch Club Membership
We designed an architecture using Laravel and a headless Drupal for the backend, while choosing the swiftness of ReactJS to power the front-end. Regarding this architecture, the Full Stack Developer at ITC - Tom comments:
The portal is powered by a headless Drupal CMS that provides API endpoints to a React front-end. These technologies make it possible to navigate extremely fast between pages while reducing the pressure on the back-end server because only essential data are requested. Authentication is handled by a separate Laravel application that provides a central login system with OAuth2 and only implements the core user features (login/register/reset password and edit profile) to assure a secure system. Also, all users related data come from Swatch CRM based on Microsoft Dynamics so no user data are stored on any of the web facing servers. Teamwork was crucial for this project as we were building two applications at the same time and needed to connect with several other suppliers as well. We were very happy to make this possible by bringing our expertise in project management and gate keeping.
Swatch Club Blog Articles
The designs for mobile (mostly for WeChat use) and desktop was made to perfectly match the global visual identity of Swatch while following China’s design standards to please the local consumers.
The coordination and work made between the global, local teams and stakeholders of this project through different workshops and alignments really made the difference to create a perfectly localized platform.
Swatch Club WeChat account
We are happy to say that thanks to this portal, Swatch Club is now in full force for Swatch China, letting the brand learn more about their Chinese customers while raising engagement and sharing meaningful stories. At the same time, watch lovers and enthusiasts can finally join the club for a fantastic win-win situation.
The development took only 4 months and was deployed according to the timeline. In fact, it is already bringing the results Swatch was expecting to achieve. So far, the feedback from the customers has been really impressive, joining in swarms and actively engaging with the platform. We were also happy to receive positive feedback from the CRM departments in the headquarters.
At ITC, we were extremely happy to have contributed to the growth of Swatch China, and hope the Club will reach the same success it’s enjoying worldwide.
Scan the QR code to discover Swatch Club