WeChat, the chat service that has become popular — nigh on ubiquitous — in China, offers a great platform for brands to engage with consumers, and the Coach WeChat account is an example of how to do so. The fashion brand uses its account as a way to get consumers interested in its loyalty program. In fact, the Coach WeChat account has an exclusive members section that consumers without WeChat won't have access to.
In order to sign up for Coach's membership program, consumers with WeChat simply follow the main Coach WeChat account, and it will automatically give them the option to enter their phone number. Once entered, they have access to a dedicated section for members that lets them manage their membership cards and unlock exclusive offers.