Coop Italia is expanding its reach to China, after signing an agreement with leading social platform WeChat, which boasts more than 880 million active users, according to local media reports.
The goal of the initiative is to promote Coop branded products and to expand the retailer’s network of business partners responsible for marketing.
First Retailer
Coop Italia has thus become the first Italian retailer with an official WeChat account, managed by Digital Retex, an Italian digital retail start-up and official WeChat partner for Europe.
WeChat is an integrated system of digital services that, apart from configuring itself as a social media platform, enables users to buy products and services and make online payments.
According to Coop Alleanza 3.0 manager, Wainer Stagnini, the Chinese market is not only interested in the fashion and luxury sectors but is also increasingly oriented to the food business, and in particular to Italian products.
With the move, Coop will be able not only expand its retail range, but also get privileged access toconsumer trends in China. Thanks to its large active user pool, WeChat is able to closely monitor consumer behavior and the willingness to buy.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
