Lancôme’s goal was to develop sales by focusing on the Chinese consumers, including Chinese tourists and the Chinese community in France.
it has been decided to launch a site-wide 25% discount campaign on a 11-day period, that would be shared through eCentime’s channels. The following actions have then been undertaken.
Release of the promotion on the app and the website eCentime, increasing of the visibility of the offer using the “Add-to-top” tool for 4 times
Sending of mobile push notifications to the users of the app and displaying of a mobile homepage banner for two days
Release of the offer on eCentime’s official WeChat moments
Sephora decided to target the Chinese community in France with eCentime.
The goals were:
Reach new qualified customers and develop the brand image and awareness
Creation of a 6-month campaign with eCentime divided in 3 steps:
1) Test phase:
Focus on Sephora’s price-orientation to increase sales. The average basket was about 45% higher than Sephora’s affiliation program.
2) Optimization phase
Development of content, publication of articles, and development of an online community around Sephora on the Chinese social medias.
3) Development phase
Development of Sephora’s events (Valentine’s day, mother’s day, Christmas…) to increase sales.
The goal was to grow sales and increase its brand awareness among its Chinese customers.
Release of an offer with recommended products on eCentime’s app, website and official WeChat and Weibo accounts.
Launch of mobile and web Push notifications and one-off Add-to-top service on eCentime’s mobile app and website
To increase its sales on the long term, Guerlain wished to increase the brand loyalty of its Chinese customers.
Organization of a private shopping evening for personal shoppers and KOLs at Guerlain’s flagship store in Paris.
This event was organized to share powerful positive images from KOLs and personal shoppers to increase their brand loyalty.
Creation of exclusive discounts for the attenders of the Soiree and dedicated access to products customization services.
Results of the campaign
The personal shoppers and KOLs were extremely satisfied of the experience and shared it with their follower-base, increasing the brand image and loyalty of Guerlain.
ECentime helps you develop your sales on the Chinese communities living in Europe.
Contact us to create with us your next marketing campaign.