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.

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Nicole Jao

Nicole Jao is a reporter based in Beijing. She’s passionate about emerging trends, news, and stories of human interest within the world of technology. Connect with her on Twitter or via email: nicole.jao.iting@gmail.com.