Haulotte China Launches its Own Program on WeChat
Haulotte has officially launched its own mini program on WeChat, the most popular messaging and calling app in China, bringing together the product offer and facilitating contact with between customers and the Haulotte Chinese subsidiary.
WeChat is China’s largest mobile social communications platform, with more than 1 billion active users. This powerful communication tool brings together a multitude of features and allows users to navigate from one service to another without having to download a new app.
Haulotte recently developed a WeChat mini program, i.e., an application running within the WeChat ecosystem, to enrich Chinese users’ experience and gain visibility. It is the first MEWP manufacturer to integrate WeChat mini-programs into its digital strategy. Haulotte’s mini program, accessible via a QR code, is dedicated to raising Haulotte brand awareness and preference in China and provides attractive features to users such as:
- product range presentation
- geolocation of user requiring technical support
- repair and quote requests
- service contracts subscription
- live chats with Haulotte Shanghai experts
All these features are available without having to leave the WeChat ecosystem for a complete consumer journey.
“We need to find new and innovative ways to improve the consumer experience with Haulotte,” said Mathieu Parent, digital experience manager for Haulotte. “This launch is part of a larger project to strengthen the brand’s digital presence in strategic markets for the company.”
The WeChat mini-program allows Haulotte to increase access to Chinese customers to better support their needs by reducing the geographical distance and better aligning with cultural practices.
“Our mini program is the perfect example of our global strategy,” added Tim Mo, marketing manager, Haulotte Shanghai. “WeChat is an integral part of our customers’ daily lives; it is a real opportunity to interact more with MEWP professionals.”
Haulotte is planning additional functionalities around spare parts and quotations, and additional programs.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.