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Hijacking the Largest Shopping Festival in the World

Hijacking the Largest Shopping Festival in the World | Uniqlo | Mindshare
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basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Single's Day, China's one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally, now twice the total of Amazon Prime Day, Black Friday and Cyber Monday combined in the US. It is the most important day for many retail brands in the whole year. For many brands, the day makes up for more than half of their sales in the year. You may know Uniqlo was the first brand to cross the 100 million RMB mark on Single's Day - in less than one minute. What you may not know is how Uniqlo was also able to siphon Alibaba's huge third-party platform's traffic to Uniqlo's own offline platform: their 500 stores.
Strategy
Our strategy was three-fold: 1) Analyzing which product lines consumers buy offline 2) Uniqlo identified all online shoppers that had added these items to their shopping carts, but not yet completed a purchase - and offering them offline coupons 3) Providing additional in-store services We combined years of consumer insights on Single's Day shopping, category understanding, location data and purchase behavior, segmented consumers, and pushed relevant messages and creatives to different audiences - all to maximize foot traffic to the 500 stores Uniqlo has all over China.
Relevancy
This campaign is the best showcase of how Uniqlo leveraging the power to media to drive crazy traffic from online to offline, to eventually smashed sales target. When having the biggest online shopping festival, brands are suffering from intense competition and tiny margins given promotion battles, To solve these challenges for Uniqlo, we decided to hijack the largest e-commerce platform in the world on this day. We targeted the most relevant potential customers by analyzing people's shopping cart, showing in call-in-action in creatives. Foot traffic to Uniqlo stores increased 10 times, and others results are also incredible.
Outcome
This offline plus online approach helped Uniqlo win the apparel category on Single's Day, delivering a dramatic improvement on previous years. Not only was foot traffic to Uniqlo's stores 10 times more than last year during Single's Day, critically each offline Single's Day order was 34% higher value compared to online orders.
Execution
First, 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. We then looked at Uniqlo's sales data, identifying the top selling categories and product lines in-store. Combing these two sources, we identified the five top product lines to target. We designed unique creatives featuring different product lines, offering coupons and put "lower in-store prices." 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. If the consumers were close to Uniqlo stores, the coupon value was even higher to provide a bigger incentive for consumers to visit. In stores, we provided value-added services such as smart shop assistants, alternate service and speed checkout.
CampaignDescription
Why did we redirect Alibaba traffic to Uniqlo's offline stores on the biggest e-commerce day of the year? First, while the Alibaba ecosystem drives huge volumes - it's hugely competitive and cluttered, the opposite of the preferred Uniqlo experience. Second, Single's Day consumers in particular are bargain hunters primarily, delivering thin margins combined with high customer acquisition costs inside Alibaba ecosystem. 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. By combining both offline and online purchase data, we were able to identify multiple methods to bring Uniqlo's Alibaba shoppers to their offline stores.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Sectors > Retail
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