$BGI Launches u·plan in Canada

MONTREAL, March 23, 2018 –  Birks, Canada’s leading luxury fine jewelry brand since 1879 has launched the pilot program u·plan in Canada this month. Birks is the first merchant to join the u·plan program in both North and South America, which allows Chinese travelers to download QR Codes containing Birks promotions to their mobile devices.

U·plan 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 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 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.”

Cardholders will have the ability to utilize u·plan 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.

About Birks Group Inc.
The Birks story began four centuries ago in Sheffield, England. The brand truly came to life in 1879 when Henry Birks opened a jewellery boutique in the heart of Montreal, Canada. What began as one man’s dream became an iconic Canadian brand that is now distributed internationally. Birks collections are inspired by Canadian nature and the brand’s rich heritage, offering classic styles with an edgy flair. The Company operates 28 stores under the Birks brand in most major metropolitan markets in Canada. In addition, Birks fine jewellery collections are available through select Mappin & Webb and Goldsmiths locations in the UK, in Mayors stores in the US and at select jewellery retailers across North America. Visit www.birks.com for more information.