![]() ![]() Then, we targeted these messages to all consumers with these 5 product lines in shopping cart this Single's Day, and those who have browsed similar offerings from competitors. We designed unique creatives featuring different product lines, offering coupons and put "lower in-store prices". We then looked at Uniqlo's sales data, indentifying the top selling categories and product lines in-store for Uniqlo.Ĭombing these two sources, we identified 5 top product lines to target. Third, owning the direct customer relationship is essential to Uniqlo - and in their offline stores they are able to deliver a truly value-added customer experience.īy combining both offline and online purchase data, we were able to identify multiple methods to bring Uniqlo's Alibaba shoppers to their offline stores.įirst, we looked at past years' Single's Day performances, and understood which categories are least likely to be purchased online: high price, low discount items, such as down jackets and vests, were added to carts but dropped off. Thin margins combined with high customer acquisition costs inside Alibaba ecosystem. Second, Single's Day consumers in particular are bargain hunters primarily. The antithesis of the preferred Uniqlo experience. ![]() Why did we drive traffic to Uniqlo offline stores on the biggest e-commerce day?įirst, while the Alibaba ecosystem drives huge volumes - it's hugely competitive and cluttered. ![]()
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