We Chat allows targeted ads to be sent to nearby consumers

China’s internet giant Tencent Holdings Ltd is allowing brickand-mortar businesses, such as bakeries and hair salons, to send out more accurate advertisements, which add positioning and navigation functions, to nearby potential consumers via its popular app We Chat.

The digital fliers could help the brick-and-mortar stores establish relationships with targeted users within service areas, and lead online We Chat users to consume at offline stores.

The advertisement provides the name, address and phone numbers of the brick-and-mortar stores. Moreover, the navigation and dialing functions could help users reach the store quickly, according to Tencent.

Furthermore, enterprises could define the time period to disseminate the ad. For instance, catering merchants could deliver the ad before or after dinner, while real estate firms could choose a release time to avoid times when their customer service staff members take their breaks.

The sophisticated orientation function means the advertisement will be exposed to users more effectively, and it is beneficial for the stores to grasp nearby potential consumers and reduce the waste of advertising resources.

Lu Zhenwang, chief executive officer of the Shanghai-based Wanqing Consultancy, said: “The businesses don’t just show their products on We Chat’s friends circle. It is a deeper exploration as the accurate advertising makes users directly place an order and consume at stores.”