Creating omnichannel strategies that blend physical and online channels to engage customers on the channel of their choosing are critical for global retailers to pivot more easily and recover faster from the pandemic.
One of the most effective ways to reach Chinese consumers is to incorporate the WeChat mini program which is immensely valuable in brand building and for creating online-to-offline experiences, empowering global retailers an incredibly impactful channel to accelerate their business expansion in China.
L’Occitane recently leveraged iClick’s cross-border smart retail solution, iSmartGo, to launch its first O2O-focused WeChat mini-program in October. The mini-program – “L’Occitane Travel Buddy” – serves as an essential online branding platform to attract and connect targeted travellers with brick and mortar duty-free stores, creating seamless O2O shopping experiences and unleashing the sales potential for cosmetics within China’s growing domestic travel retail market. This initiative in China’s domestic market also paves the way for L’Occitane to expand its duty-free store revenues across the APAC market, especially once international travel restrictions are lifted.
Based on iSmartGo’s standardised modules, including mini-program development and data analytics, iClick has crafted a unique, creative approach for L’Occitane, accessing travel retail channels to boost cosmetics sales through a customisable WeChat mini-program featuring three powerful functionalities:
• “Engaging Game” guides consumers to start a secret journey of finding the dedicated fragrance and deliver a rewarded coupon through the engaging mini-game.
• “Interactive questionnaires” that generate personalised product recommendations utilising iClick’s cutting-edge data analytics to enhance the depth of consumer profiles and provide a more profound understanding of consumer needs.
• “Store maps” that automatically provide store information based on user location, facilitating in-store purchasing by guiding consumers to the most convenient store locations. The “L’Occitane Travel Buddy” mini-program is also expected to gradually cover duty-free stores throughout the APAC region that carry the brand.
Leveraging its cutting-edge technology, iSmartGo makes it a clear choice for many global retailers looking to increase their penetration in China. Not only can it help them to enter the China market with the huge reach of private domain traffic, but it can generate value by introducing new traffic, fostering customer loyalty, thereby optimising consumer lifecycle value.
Understand more about how iSmartGo can accelerate your retail business expansion in China and book a demo here now.
Main image: Sajjad Hussain M from Burst.
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