Gamifying Product Education in Connected Retail

Driving redemptions and product education offline through online gamification.

Gamification is an addictive hook that can magnify campaign success especially when constructed strategically to include mechanics that drive customer to offline retail stores.

Campaign

Fresh Pressed Radiance Race

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://cliniquefreshpressed.sg/home/

Challenge

For the new product launch, the brand needed to communicate product benefits in targeting dullness, discolouration and product pairing to boost skin radiance in an engaging and less technical manner that would be able to engage women between 25 – 45. Our objective was to drive traffic to the pop-up and hence drive sales for the product launch.

Approach

Inspired by highly addictive mobile games like Candy Crush, a product-themed multi-level matching game was created on a standalone site to prevent drop outs or barrier to participation for app downloads.
Throughout the game, product tips and education were woven into the game tutorial and game play through game matchings encouraging players to make product matching to score higher points which was in line with the real life recommended product usage.

Game participation and continuity was further incentivized through sampling, discounts and prizes, most of which were geared at driving foot traffic to the pop-up store, thereby creating a connected retail experience that helped drive online traffic to the offline pop-up.

Customer details were collected at the start of game play for lead generation and LCD screens were set up at the offline pop-up so walk-in customers could experience the game in-store as well, creating an omnichannel customer journey.

Results

The campaign collected 3000+ leads and sold out products within the first 2 weeks.

Click & Collect Increases Foot Traffic In-store for a Connected Customer Journey

Creating O2O Customer Journeys that Drive Business Priorities and Improve Customer Experience

Most campaigns only drive momentary traffic to stores. Brands, in the absence of ecommerce, often seek for a long term solution to drive online traffic to their offline stores. Our Click & Collect solution is designed to help your brand complete customer journeys and collect data for leads nurturing.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://cliniqueshop.sg/

Challenge

Due to the lack of ecommerce presence, the brand recognized a huge gap in customer journey and mapping digital efforts made online to drive sales in-store. Our objective was to double foot traffic in-store during non-campaign periods and provide a connected retail experience for customers.

Approach

Click and collect product catalogue featuring key product ranges that customers can reserve online.

We created an online catalogue site where customers could shop the brand’s key ranges and reserve their order online. This allowed a connected customer journey for traffic driven from Facebook, Instagram, Blog, Email and Chatbot Messenger.

Through customer data and purchase behaviour collected, we were able to conduct dedicated leads nurturing and retargeting, reduce cart abandonment and increase conversions as compared to driving to third party retailers and offline stores.

Armed with robust customer data, staff in-store were able to improve customer experience, cross-selling and upselling also saw a significant rise due to better understanding of customer behaviour and preference.

Results

Foot traffic in-store doubled with increased conversions in-store through customer data collected that enabled more targeted cross-selling.

Award-winning Experiential Digital Colouring Campaign Loved by All Ages!

Truly Omnichannel Campaign Transcending Boundaries in O2O

Experiential marketing is indispensable if your brand wants to remain relevant and top-of-mind to sophisticated consumers of today.

Campaign

Clinique X Crayola – It’s Playtime!

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://info.worldofclinique.sg/crayola-coloring-book

Challenge

Crayola is a brand that is part and parcel of many people’s childhood and the brand needed to leverage on this through the brand partnership to create desirability for its limited edition lipstick collection. Our objective was to drive sales in-stores for limited edition Clinique X Crayola Chubby Sticks For Lips through an O2O campaign that engaged the predominantly female audience while invoking shareability through user-generated content.

Approach

Crayola-themed illustration and shades made digital colouring fun & engaging for all ages.

Inspired by partner brand Crayola and the colouring book trend, we created a Clinique X Crayola themed website with a digital colouring engine where users enjoyed the fun and therapeutic experience of colouring through creating their own personalized creations.

To further incentivize participation and drive shareability, users were encouraged to share their unique creations on Facebook and Instagram to stand to win a limited edition Clinique X Crayola set.
Participation quickly took off and our social media was flooded with contest entries and overwhelming positive sentiment on how users enjoyed colouring, some even submitted multiple entries.

Offline colouring stations with personalized portraits drew crowds in-store & drove user-generate content online.

This online campaign was similarly mirrored in its offline manifestation in-store with live colouring stations where customers could colour with actual Crayola crayons and share their physical creations online to enter the contest – forming a seamless O2O experience for customers both online and offline.

Results

Overwhelming entries received from both online and offline consumers.

We received 300+ entries for the giveaway, collected 2000+ leads and the brand saw the highest sales in the lips makeup category for the year.

Harnessing Customer Loyalty through Experiential Lifestyle Rewards Program

Marrying Data & Technology to Create a Quality Lifestyle Experience that Keep Customers Loyal

Sophisticated customers of today crave experiences with a ‘me-first’ mind set. Our CRM Program is designed to provide this coveted lifestyle experience.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Challenge

With a highly saturated beauty industry, the brand needed a long-term strategy that would increase recruitment and retention, especially in the younger target audience between 25-34. Replenishment was found to be the key sales driver for the brand and a solution was needed to effectively target current users to encourage repurchase and increment of basket size.

Most importantly, the solution needed to help the brand stay relevant and top-of-mind to customers in the fast-paced and competitive beauty industry.

Approach

We created a full-fledged data and technology led CRM program featuring attractive lifestyle rewards on the frontend and AI predicative analysis on the backend where customer data and purchase behaviour collected was fully leveraged to devise segmented and personalized offers and product recommendations to increase replenishment and increment of basket size.

Customers were incentivized to sign up for exclusive offers and rewards, while various cross industry partner brands offered lifestyle rewards to customers who shopped with Clinique.

Customers were also incentivized to purchase and increase basket size through tiered rewards – a key mechanic that drove the success of the program by providing experiential rewards that helped the brand stand out from its competitors who were mostly focused on providing transactional brand related rewards that have limited influence on purchase decision.

Results

The brand saw a sustained increase in sales in its key third party retailer stores and foot traffic during off peak seasons and were able to better measure ROI yielded through digital efforts to streamline and optimize marketing strategies.

AI Application for Virtual Chatbot Beauty Assistant

Improving customer experience through intuitive, customizable recommendations by a close-to-life virtual assistant on Facebook Messenger

Our top holistic solution to drive customers online to offline stores with personalized recommendations and providing robust customer data collection for leads nurturing and increasing conversions.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Challenge

With the rise of purchase decisions being made on Social Media and the customer experience centric approach to trending technologies in the industry, the brand needed a competitive edge to drive potential customers online to offline stores that connected the brands digital efforts to its offline services in-store. Our objective was to drive sampling, complimentary skin analysis and makeovers and sales in-store through custom-fit skincare and beauty solutions.

Approach

Conversational copies increase consumer engagement and experience which encourages use.

We created an intuitive chatbot that assessed user’s skin type and provided the corresponding product recommendations on Facebook messenger.

The product recommendations led directly to the brand’s Click & Collect site where users could make a reservation of the products recommended and pick up them up in-store or book an appointment with a beauty consultant in-store, thereby driving online traffic to offline stores.

Apart from skincare recommendations, the chatbot also encouraged top engagers of the brand to try out seasonal makeup looks to drive complimentary makeover services in-store, creating a hook for customers to book appointments on the chatbot regularly, made effortless due to the seamless appointment bookings made completely within the chatbot itself. The ease-of-access and fuss-free customer journey enabled connected retail as part of the brand’s always-on strategy.

The robust data collected by the chatbot through the skin type assessment enabled beauty consultants to better provide recommendations and cross-sell products to increase basket size and conversions in-store. This data was also further leveraged for predicative data analysis using AI application that further enabled optimization of segmentation, personalization and retargeting to increase conversion rates and later fed to the CRM loyalty program to increase overall efficiency in leads nurturing down the marketing funnel.

Results

The introduction of chatbot messenger increased sampling, skin analysis and makeover appointments in-store and increased conversions by two-fold as compared to regular walk-ins. It also proved a highly valuable resource in supporting the brand’s CRM program through AI application predicative analysis with customer data and behaviour collected.