Birks Launches U-Plan in Canada

Partnered with UnionPay International, the u·plan program becomes available for the first time in both North and South America

MONTREAL QC, – February 6, 2018 – Birks, Canada’s leading luxury fine jewelry brand since 1879 has launched the pilot program u·plan “优计划”in Canada this month. Birks is the first merchant to join the u·plan “优计划” program in both North and South America, which allows Chinese travelers to download QR Codes containing Birks promotions to their mobile devices.

U·plan “优计划” is the world’s first open cross-border marketing platform that provides services in the fields of finance, travel and retail. Inspired by new technologies such as Geo-fencing, u·plan “优计划” focuses on accurate marketing and instant discounts for cross-border consumption, permitting cardholders user friendly and upgrading capabilities.

“It is of great significance to the Birks brand to launch u·plan “优计划” said Jean-Christophe Bédos, President and Chief Executive Officer of Birks Group. “As an Internationally growing brand, we believe that u·plan “优计划 will benefit our Chinese customers as we look to align ourselves with these technical capabilities while achieving our expanding objectives.”

Cardholders will have the ability to utilize u·plan “优计划” by accessing the exclusive QR code gift certificate coupon in the mobile apps of UnionPay International and Chinese issuing banks such as Bank of China and China Merchant Bank. Alternatively, cardholders can receive the gift certificate coupons that could be used at the destination promoted by the apps of UnionPay International’s partner travel agencies at the time of booking airlines or hotels. A reminder to cardholders of these discount coupons will also appear when they are in the vicinity of any Birks location.

Birks looks forward to aligning issuers, acquirers, travel agencies and merchants into the same industry chain with the ultimate focus of making the shopping experience more user-friendly in Canada.

To request interviews or more information, please contact:

Aynsley Knight, Director of Public Relations
[email protected] +1-416-788-5083