e-commerce mobile social media

Yoox x WeChat collaboration blends commerce and gamification


Yoox teamed mobile commerce with gaming in a new app launched via messaging service WeChat earlier this summer.

The internet retail company rolled out official WeChat accounts in the US and Italy, and updated its China one, back in July, offering users the ability to shop via an interactive look book, and to instant message customer service teams and personal stylists. Content also invites users to exclusive events and provides early access to specific products.

Accompanying that came a gamification layer with its Shake Your Style app.

This enables users to literally shake their smartphones to see different product options in order to help revamp a friend’s style. Speaking at the Details magazine Tech & Tastemakers Summit in New York earlier this month, Clement Kwan, president of YOOX Corp, the group’s US branch, said: “You shake it and like a slot machine three different looks come up… You can slowly nudge your friends to change their style.”

The resulting looks can accordingly then be shared with contacts across other social platforms, in what’s no doubt intended to drive further customers into WeChat and onward to purchase.

Kwan added: “WeChat has 400m people on it globally, 100m of them outside of China. It’s a great platform for blending social, mobile and commerce together.” Yoox reportedly sees 42% of its global traffic coming from mobile devices already.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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