WeChat Pay is testing a new feature which translates into “Friend Membership” which enables merchants to offer special deals and promotions to regular customers, according to Chinese media reports (in Chinese).

With the new feature, merchants can add regular customers to their account, which functions as a loyalty program.

They can then push exclusive discounts, promotional deals, and new product announcements to members’ social feed, called Moments.

The intention, like any loyalty program, is to encourage consumers to continue to shop at the store.

WeChat Pay’s new move is seen as a strategy to expand its offline payment service, specifically targeting smaller businesses, by offering a new way to capture and retain customers.

In the past, the most common ways to gain loyal customers were limited to cash-back deals or reward point schemes.

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