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Global Blue’s Mobile Customer Care launches in WeChat


After a successful launch in early 2017, Mobile Customer Care has been extended to China’s number one messaging platform, WeChat, to better serve Chinese Globe Shoppers

In 2017, Global Blue launched Mobile Customer Care (MCC) – a digital breakthrough that provides real-time support to Globe Shoppers’s smartphones throughout their Tax Free Shopping journey.

Now, Mobile Customer Care has been extended to China’s most popular app, WeChat, to better serve Chinese Globe Shoppers.

Why bring MCC to WeChat?

Chinese travellers represent the number one Globe Shopping nation, currently accounting for almost 40% of all Tax Free Shopping spend. Meanwhile the Chinese app, WeChat, has surpassed 1 billion monthly active users globally, with the total number of ‘followers’ for official brand accounts reaching 797 million.

The extension means affiliated merchants will be able to improve the Chinese Globe Shopper experience, offering them personalised, real-time Tax Free Shopping support, via their preferred channel.

How MCC works in WeChat

Launching as a real-time, one-to-one communication channel within the WeChat platform, the functionalities include transaction-triggered communication updates to guide Globe Shoppers through the entire TFS process.

More detailed information is available via a mobile-optimised website, which is accessed via the WeChat browser and informs users on the transaction status and next steps. To access MCC on WeChat, travellers simply need to follow the Global Blue WeChat account.

The first truly global mobile customer service offering

Since its successful launch in March 2017, Global Blue has expanded its Mobile Customer Care service to 17 key markets across Europe, Asia and Latin America. Four key Globe Shopper languages have been incorporated, including Chinese, English, Russian and Latin Spanish, with additional languages to be introduced during 2018.


ENTER GLOBAL BLUE UNIVERSE