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.

Journey Mapping Eexercise to Launch Grohe’s First Virtual Reality App for Architects & Designers

Adopting a digital method for the sales field team of Grohe wherein through VR app they could showcase the brand’s new products and services to architects and designers, letting them visualize how the products would fit into their customers renovated home.

360° virtual transformation gives customers the instant gratification of turning their dreams to a reality, forming a catalyst for purchase decision.

Client

Grohe Singapore & India, LIXIL

Challenge

The sales field team does not always carry with the mall the 3D specs sheets and product catalogues to show architects and designers on- the-go. Hence, the brand needed a solution to mitigate this gap in customer journey and experience. Also, bigger and better visualizations of dream homes have become important for these architects with the evolving expectations of their client.

Solution

We created a 360° Virtual Reality Interior Designer Assistant which the brand could use in showrooms and homes, comprising of the brand’s entire product catalogue.

Results

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.