Walmart China and Dada Group’s JDDJ Expand Collaboration on Omni-Channel Customer Digitalization
The exclusive VIP program for customers of Walmart stores was launched on JDDJ in 2019
Orders placed by VIP customers were 2.7 times of ordinary customers during the 2020 8.8 Festival
Walmart China and Dada Group, China’s leading local on-demand delivery and retail platform, today announced that they have expanded their collaboration with a focus on omni-channel consumer digitalization. Specifically, they have jointly launched the exclusive VIP program for customers of Walmart stores on JD Daojia (“JDDJ”), the on-demand retail platform of Dada Group. This is a pioneering effort for Walmart stores to promote its customer digitalization, and for JDDJ to improve targeted digital operations of users.
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Customer digitalization is a key part of Walmart China’s digital transformation strategy and Walmart China stores aim to provide diversified product offerings and superior shopping experiences for its tens of millions of digital customers, based on optimizing technology innovation and close collaborations with O2O platform. Meanwhile, as China’s largest local on-demand retail platform in the supermarket segment, JDDJ focuses on supporting retail partners in digital transformation, promoting digital innovation practices, and further strengthening empowering capabilities and its leading position. In July 2019, Walmart China and Dada Group jointly launched the exclusive VIP service for customers of Walmart stores on JDDJ’s platform. As of September 2020, Walmart China made the VIP program available in over 400 stores across China.
“We hope to explore refined operation of hypermarket’s digital customers through close collaboration with JDDJ,” said Jingyang Xu, Chief Technology Officer of Walmart China. “It improves customer engagement and accumulates our digital assets. On the other hand, we could accurately identify high-value omni-channel customers and provide them with more considerate services, so that they can enjoy more convenient shopping experience at Walmart stores.”
“Leveraging cutting-edge proprietary technologies, Big Data and previous experience in user operations, Dada Group has collaborated with Walmart China to develop the refinement operation plan for Walmart stores’ VIP consumers on JDDJ and achieved the functional support including user portrait, hierarchical operations, targeted coverage, and VIP benefit operations,” said Huijian He, Vice President of Dada Group.
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To celebrate 8.8 Omni-channel Shopping Festival in 2020, Walmart China launched the VIP Week Campaign on JDDJ’s platform. During the promotional week, the number of Walmart stores’ exclusive VIP customers soared to hundreds of thousands. According to JDDJ’s data, the orders placed by Walmart stores’ VIP customers were 2.7 times of ordinary customers. As for expenditure growth rate during 8.8 shopping festival, Walmart stores’ VIP customers were 3 times than ordinary customers on JDDJ. “It has proved that the value of VIP customer operation was recognized by valuable omni-channel customers, increasing overall sales to drive healthy growth,” added Mr. He.
“In terms of digital operations of omni-channel customers, Walmart China and JDDJ are at the forefront of the industry. The differentiated VIP program of Walmart stores contributes to identifying and managing high-value customers, and developing exclusive customer groups,” said Jianzhen Peng, Secretary General of China Chain Store & Franchise Association, China’s national representative for the retail and franchise industry.
In the future, Walmart China and Dada Group will further develop omni-channel customers on JDDJ, expand the scale of VIP customers, and increase VIP benefits to provide better shopping experience.
