Established in 1991, Luk Fook Holdings (International) Limited (”Lukfook” or the “Group”) is one of the leading jewellery retailers in Hong Kong and Mainland China. The Group principally engages in the sourcing, designing, wholesaling, trademark licensing and retailing of a variety of gold and platinum jewellery and gem-set jewellery products, with a total of over 2,800 points of sale worldwide.
The selling price of jewellery products is generally higher thus customers will need longer time to consider. Whether it is a proposal, wedding, anniversary, or the birth of a new family member, Lukfook’s jewellery consultants provide customers with the most thoughtful advice based on their individual needs.
With Omnichat’s OMO (Online-Merge-Offline) feature, customers can make enquiries and ask for recommendations directly via WhatsApp Business. Getting quick responses from jewellery consultants helps building strong customer relationships.
With Omnichat’s 1-on-1 virtual shopping feature, customers can explore the exquisite jewellery without leaving home. Not only do jewellery consultants deliver a seamless and personalised shopping experience with warmth under the pandemic, but they also convert WhatsApp into an exclusive VIP room for each customer, and consolidate the leading position of Lukfook Jewellery in the market.
Visitors who start a chat with Lukfook on WhatsApp can then select from a menu of options provided by the chatbot. Chatbot will automatically divert the visitors to the Lukfook branch selected by the customer, and the jewelry consultant of the branch will provide one-on-one professional follow-up.
Even though customers haven’t finished their purchase in stores, jewellery consultants only need to provide their designated QR codes for customers to scan, which will further enable them to continue their conversations through Whatsapp Business as well as move their sales from offline to online.
Omnichat helped Lukfook integrate all customer inquiries from WhatsApp, Instagram, Facebook and website live chat in one platform. This provides Lukfook with a clear, unified view of a single customer’s messages across different channels, enabling a comprehensive understanding of their inquiry context.
For example, when an urgent customer sent the same message across multiple Lukfook platforms, Omnichat’s unified backend allowed the team to instantly identify them as the same person and follow up promptly. This not only saved significant communication time but also dramatically increased handling efficiency.
Combining the omnichannel integration with the Chatbot automation has enabled Lukfook to handle customer inquiries more effectively. Lukfook’s internal data shows that in 2024, 70% of chats were handled by Chatbot initially, more than 63% of these enquiries came from WhatsApp, reflecting that customers are now accustomed to using WhatsApp to resolve their issues.
Nash Chan, Senior E-Commerce Manager of Lukfook Group also affirmed the success of this strategy, stating, “70% of chats were handled by Chatbot, effectively enhancing our customer service efficiency and customer experience.”
Given the widespread use of WhatsApp, the effectiveness of its restock notifications is both immediate and significant. When an online store item is out of stock, customers can opt-in for a “back-in-stock” alert. The moment the product is available, Lukfook instantly notifies these customers through a WhatsApp message.
This strategy has yielded remarkable results: in one instance, an order was placed within 5 minutes of the message being sent. In another instance, 30 sets of a limited-edition “Golden Xiao Long Bao” charm sold out within 4 hours, demonstrating the feature’s exceptionally high conversion rate.
Lukfook set up the Keyword Auto-Reply feature to handle a high volume of frequently asked questions, such as “When does my coupon expire?”, “How do I use this?”, and “What are the product’s features?”. As of the end of 2024, more than 40,000 keywords are triggered in WhatsApp and processed by Chatbot, allowing Lukfook’s team to focus more on value-added and complex questions.
This feature is also applicable to Facebook and Instagram. In one case where a Lukfook post generated over 1,100 comments, the auto-reply function was used to process over 500 simple inquiries. This allowed staff to then step in through the backend for in-depth communication to uncover customers’ specific needs.
Omnichat’s coupon and game modules help Lukfook Jewellery to attract and acquire new customers on WhatsApp, Facebook Messenger and LINE. There are a variety of interesting online games, such as scratch-off tickets, lucky wheel and jackpot.
Omnichat’s backend allows Lukfook to easily track coupon performance metrics, including receive rate, open rate, and redemption rate. This data helps them evaluate campaign effectiveness and adjust strategies in real-time. During the Chinese New Year campaign, Lukfook issued 2,000 coupons and achieved an impressive redemption rate of over 16%.
During the Year of the Rabbit, Lukfook Jewellery launched an exclusive Chinese New Year “fortune stick” game on WhatsApp via Omnichat. After completing the game, participants received a 10% discount e-coupon and digital “Fai Chun” (traditional decorations), incentivizing users to purchase auspicious gold accessories. This successfully drove online traffic to their physical stores and boosted sales.
1. After clicking a promotional link, users automatically receive the game link in WhatsApp and can start the game with a single tap.
2. After playing the “fortune stick” game, users can select their Chinese zodiac sign from the Chatbot options. Based on their selection, the Chatbot automatically sends them an exclusive fortune forecast, tips for improving luck, and recommendations for “Tai Sui” protection accessories, providing a highly personalized experience.
3. Lukfook Jewellery utilised Omnichat’s Coupon module to instantly issue a 10% discount e-coupon via WhatsApp, encouraging customers to visit physical stores to purchase suitable zodiac-themed accessories, effectively converting online traffic into offline sales.
Candy Tsui, Marketing Director of Lukfook Holdings remarked, ‘Face-to-face communications is essential for jewellery selling. With the entire globe weathering COVID-19, the 1-on-1 virtual shopping feature supports our jewellery consultants to uphold our principle of ‘Six Heartfelt Services’, providing quality products and treating customers with sincerity.’
【Singtao】Lukfook Jewellery plans to launch its own eShop, expecting to increase online sales by 20%
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