PRIZM - Fashion & Beauty App
Company: PRIZM, Hong Kong
Company Description: PRIZM is a fast- growing digital & social marketing agency which serves over 100 clients with experienced marketing experts in Hong Kong. We specialise in strategy planning, APP development, content marketing & management, data analysis, etc., which assists clients to navigate in new era of marketing in order to engage and connect with their target audiences effectively.
Nomination Category: Mobile Site & App Categories
Nomination Sub Category: Fashion & Beauty
Nomination Title: L’OCCITANE Gift For You
Gifting Seasons, incl. Christmas & Valentine’s Day are always the peak of sales for retail market.
“L’OCCITANE Gift for You” - The online & mobile shopping and gifting site proactively captured target audience’s attention and brought them the complete gifting solution. It integrated online shopping and instant payment with gifting to friends and families, including redemption. This solution created a great and unique value to potential customers, which could differentiate from other online shopping platforms or sites.
Fierce competition in Christmas & Valentine’s Day - Most of the skincare brands offered seasonal discounts and sales – i.e. many options for consumers, on all retail platforms
Online shoppers look for a quick and simple solution – Most online shoppers were only willing to spend few seconds to browse for relevant contents. Thus, the purchasing interface must be in a very impressive design and easy to use
Reached and drove sales from potential shoppers via social media platforms
Strategy & Execution:
-Comprehensive online shopping experience connected with the project’s aim
-The “Gift-for-you” site integrated selling, payment and redemption system, which was convenient to both online and mobile users
-Different from many existing online shopping sites, the campaign brought gift to customers instantly via an online platform
-Maximized conversion rate
-Customers were directed to the campaign site by Facebook Ad. Hence, the attractive interface design triggered customers’ buying decision
-Social network served as shopping platform
-This campaign site reached the target potential customers proactively through Facebook with optimization
-To alert the receivers about the gifts in an efficient way, it integrated WhatsApp, No.1 popular social communication platform in Hong Kong
Simple and fast redemption flow design
-Receivers only needed to select the redemption store via the unique SMS message and show the message for redemption
-1-page-1-action for customers avoided confusion and reduced the drop-out rate
-After purchasing, customers would receive an instant confirmation email and SMS to check the order status. Other than SMS, customers could choose to send a WhatsApp message to receivers -- communication was even closer and more effective
-The user-friendly design brought an excellent experience to customers
-Secured redemption process
-Each redemption required scanning the unique QR code
-Also, receivers were requested to input mobile numbers for verification.
-Converted potential online customers to offline purchasing
-Potential customers were driven to store redeeming their presents, which was an extra sales opportunity.
-User friendly backend technology support with live update
-Backend system provided timely updates of order allocations and redemption status, which allows better stock control.
-No extra POS integration required
-iPad App was provided for frontline staff to complete the redemption process, which avoids human mistakes and saves time.
-Besides, order details and redemption status could be shown by just scanning the unique QR code. Thus, it can be adapted to many existing retail businesses easily.
In the latest campaign period, we achieved:
-700,000+ Unique Reach
-Over 85% Sales Target
-Fastened customers’ decision journey by the 1-page-1-action design
-Positive discussions of “L’occitane - Gift for you” campaign were initiated and generated by customers on Facebook
-Positive feedback from client
Bestowed 9 industry awards, including:
-Silver Stevie - Excellence in Innovation in Shopping or E-commerce Websites @ 2017 Asia Pacific Stevie Awards
-Silver Stevie - Excellence in Innovation in Consumer Product/ Service Industries (Retail) @ 2017 Asia Pacific Stevie Awards
-Best Customer Service @Marketing Magazine HK eCOMMAs 2017
-Best Omni -Channel Process @ Marketing Magazine HK eCOMMAs 2017
-Gold Stevie - Mobile Marketing Campaign of the Year @ 2016 IBA
-Silver Stevie - Online Marketing Campaign of the Year @ 2016 IBA