Messaging app enables personalised buying and social sharing

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WeChat is a Chinese, multi-purpose messaging, social media and mobile payment app. In 2018, it was one of the world's largest standalone mobile apps, with over 1 billion monthly active users. In China, it is known as the “app for everything,” and now, it has one more use. Luxury Italian shoe brand Sergio Rossi is using the app to create a sense of privilege and personalisation for its Chinese customers. Customers can use a specially-designed WeChat mini-program to access Sergio Rossi’s personalisation service. The service allows customers to design their own shoes - choosing the material, colour, length of the…

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