The Imperative for Change

Chalhoub Group, the leading partner for luxury brands across the Middle East since 1955, has partnered with prestigious names such as Louis Vuitton, Dior Couture, Sephora, Fendi, Puig, Celine, Givenchy, Louboutin, and Christofle. 

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With a workforce of over 12,000 people across 14 countries and more than 600 retail stores, Chalhoub Group recognized the need to strengthen its connection with Chinese consumers via WeChat. 

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They sought to gain a deeper understanding of Chinese luxury shoppers in the Middle East and to develop a comprehensive WeChat strategy, including a detailed 3-year roadmap.

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The Transformative Solution 

Chalhoub Group partnered with us to address these challenges. We delivered a strategic solution encompassing the following aspects:

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Consumer Insights‍

Conducted extensive research to understand the behaviors and preferences of Chinese luxury shoppers in the Middle East, including both travelers and local Chinese residents.

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WeChat Strategy Audit‍

Evaluated Chalhoub Group’s current WeChat strategy to identify strengths and areas for improvement.

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Competitor Analysis‍

Performed an in-depth analysis of competitors’ strategies on WeChat.

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Best Practices‍

Identified and recommended WeChat best practices throughout the consumer journey.

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Strategic Roadmap‍

Developed a comprehensive 3-year strategic roadmap for WeChat, including detailed budget considerations and ROI projections.

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The Business Impact

The implementation of the strategic roadmap and insights enabled Chalhoub Group to significantly enhance its engagement with Chinese luxury shoppers in the Middle East. This initiative ensured a consistent and personalized brand experience on WeChat, ultimately driving business growth and solidifying Chalhoub Group’s position as a leading luxury partner in the region.