Mini Program by Wechat indicates Tencent’s ambition to build an APP within the APP, and enhance Wechat as the solo entry for the whole social circle. However, one of the most common confusion is how to differentiate mini program from service/subscription account, how to allocate resources across different channels to maximise the value and close the loop.
McDonald pioneers in the digital wave in China, and becomes one of the top players. Their recent movement of installing digital screens for ordering in the store builds another dimension in its digital journey. It also further integrates Paypal and Wechat Pay, reduces the queue and frees the staff. Compared to the in-store digital experience, McDonald’s digital marketing plays an important role to build the brand awareness and enhance the loyalty. APP, service account and Mini Program complement each other to some extent.
In McDonald’s case, Mini Program called i麦当劳 is dedicated to the loyalty program where users can apply membership, accumulate reward points, and exchange points with gifts. The target audience is children and their parents. The exclusive events and birthday gifts are available.
The traditionally loyalty program shifts from website to the mobile which is easier for members to re-engage with the brand and be motivated to collect more points. The e-gift card function and online customer service serve the same purpose. What McDonlad’s mini program doesn’t include but most of other restaurants do is to book a table, order meal and pay the bill.
Mini program provides services, while the service account curates the brand image. That’s key difference.
The service account is the platform where content campaign, digital campaigns (H5), special discounts and coupon are pushed out. The coupons can be saved into the wallet and used on one-click. McDonald’s can sell collaterals and toys via the e-commerce function, and the geo-location function enables users to see the McDonald’s stores nearby. Though the service account is limited to 4 posts a month, service account has an important feature that guarantees a much higher open rate. Service account notification has its own tab compared to the subscription accounts that all live under one tab.
The service account helps build the brand awareness and provides an entry to the APP and mini program. The purpose and function of APP is to order food. McDonald also links the credits from online ordering with mini program iMcDonald.
Big players might have developed APP before mini program time, or require more complicated functions; nevertheless, the small F&B service providers happily turn to mini program.
What about other B2C industries, such as fashion and O2O platforms? Seeniun Media will bring you more insights.