BASF Omnichannel Loyalty Mini Program & Reach Optimization

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BASF

Discover how IT Consultis helped BASF, a leading German chemical conglomerate, target a very niche group of customers: agricultural farmers across China who are non-tech-savvy and living a very traditional lifestyle without much digital adoption.

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In this IT Consultis case study, we'll discuss how we helped BASF expand its reach to less tech-savvy markets in China.

About The Client: BASF

For context, BASF is a well-known German multinational chemical conglomerate. And, it ranks among the Global Top 50 as one of the largest chemical producers in the world.

The brand is also a long-time partner of China. In fact, this mutually beneficial relationship runs all the way back to 1885.

The company has key chemical manufacturing sites in many critical locations in China, such as Shanghai, Nanjing, and Chongquing. Thus, the company is a very important foreign investor figure in the Chinese chemical market.

And, this connection was further deepened when BASF reached out to the digital transformation agency IT Consultis (ITC). It wanted to tap into a promising yet under-served market in Mainland China – the local non-tech-savvy farmers.

Objectives

IT Consultis wanted to solve the industry-specific problems that BASF faced in the Chinese market. And, we managed it by providing a data-driven digital transformation strategy.

These objectives include:

  • Enabling non-tech-savvy local Chinese farmers to get the best user experience
  • Increasing the client's total revenue in a private environment and optimizing their strategies
  • Increasing the efficiency of BASF sales reps’ and marketing work
  • Driving traffic to offline stores (O2O) through multiple ways of engagement to increase total sales

Solutions For BASF

IT Consultis helped BASF design a WeChat Mini Program for China and a Hybrid App for Southeast Asian countries to effectively target the local farmers

To approach this, IT Consultis adapted technological solutions with localized features across the markets.

We helped BASF achieve desirable data-driven digital transformation by:

  • Using WeChat Mini Program for China and Hybrid App (ReactJS) for Southeast Asian countries
  • Modifying UX/UI for different markets with a standardized design style 
  • Creating practical store locators for each region based on the local logistic situations 
  • Personalizing product usage calculation and recommendation for each farmer
The BASF Mini Program was integrated with a precise store locator to enable a smooth O2O move
The BASF Mini Program was integrated with a precise store locator to enable a smooth O2O move

In particular, at ITC, we crafted a tailor-made BASF WeChat Mini Program integrating all necessary digital functions. This allowed the brand to smoothly lead the incredibly niched target market through an omnichannel journey.

The features include:

  • An easy-to-use QR code technology to accumulate points from in-store purchases
  • An intuitive and interactive map for O2O move
  • Incentivizing loyalty program
  • Educational videos that come with the product catalog
The loyalty program and QR code technology allowed users to easily accumulate points from in-store purchases
The loyalty program and QR code technology allowed users to easily accumulate points from in-store purchases

Moreover, the BASF Mini Program had a segmented User Interface for different target audiences. Thus, BASF could enhance the user experience and directly capture up-to-date feedback from its consumers.

For the front-end, ITC used WeChat Mini Program Interface for China and ReactJS for other Asian countries, both of which were connected headless to the backend framework Laravel

Another notable point is that we used 2 frontend systems for this project: the WeChat Mini Program Interface for China and ReactJS for the Southeast Asian market. Yet, both of them were connected headless by the backend framework Laravel.

This headless architecture enabled multi-channel content publication and made the content creation process much more efficient.

The digital transformation allowed BASF to reach the local Chinese farmers, while users can enjoy the benefits of both online and offline purchase experiences

Results

And, the efforts paid off! In only 5 months of Go-live, BASF had already reached its ROI.

As of August 2021, the brand has managed to onboard nearly 200,000 users. It also enjoyed a 10% Month-on-Month (MoM) active users growth rate.

Furthermore, IT Consultis successfully improved the relationship between BASF sales representatives and customers. This is shown by a 5% MoM increase in Sales KPIs and over 1 million recorded QR code scans.

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