Birks targets Chinese tourists in Canada with UnionPay 'u-plan'

By

Jennifer Braun

Published
May 29, 2018

This spring, Canadian luxury jeweller Birks launched the pilot program u-plan in Canada, which specifically targets Chinese travellers. 

 
Created with UnionPay International, the u-plan program allows Chinese travellers to download QR Codes containing Birks promotions to their mobile devices, allowing accurate marketing and instant discounts for cross-border consumption. 
 
“It is of great significance to the Birks brand to launch u-plan,” said Jean-Christophe Bédos, President and Chief Executive Officer of Birks Group.

“As an internationally growing brand, we believe that u-plan will benefit our Chinese customers as we look to align ourselves with these technical capabilities while achieving our expanding objectives.”
 
The Chinese market continues to be very strong for Birks with the program now available in all stores across Canada.
 
The jeweller said cardholders will have access to u-plan through the mobile apps of UnionPay International and Chinese issuing banks such as Bank of China and China Merchant Bank. Alternatively, cardholders can also receive the gift certificate coupons through UnionPay International’s partner travel agencies. 
 
Birks saw sales rise $1.1 million last year with net sales of $286.9 million for fiscal 2017. 
 
The company operates 28 stores under the Birks brand in most major metropolitan markets in Canada and two retail locations in Calgary and Vancouver under the Brinkhaus brand. 
 
Last year, Birks entered the United Kingdom when it signed a definitive agreement to sell its subsidiary, Mayor's Jewelers, Inc. ("Mayors"), to Aurum Holdings Ltd. ("Aurum"), the largest fine watch and jewelry retailer in the U.K.