Innovative Service & Selling to Ignite Sales by Chow Tai fook · Innovative Service & Selling to...
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Innovative Service & Selling to Ignite Sales Mr. Alan Chan Deputy General Manager of the Group and Director of the Branding Department
Transcript of Innovative Service & Selling to Ignite Sales by Chow Tai fook · Innovative Service & Selling to...
InnovativeService&SellingtoIgniteSalesMr. Alan ChanDeputy General Manager of the Group and Director of the Branding Department
Overall
Technology
Inside the store
Outside the storeO2O
Business Intelligence
Leverage our retail network
Customer experience
Insidethestore
InsidetheStore
RFID Technology
Product Tagging
Shorten the time for product information checking
Smart Tray
Link with the stock control system
Product details will be shown on the screen by putting the product on the smart tray
Business Intelligence Smart tray data
which is entered by our frontline staff is used for analysis to support our business planning
InsidetheStore
InsidetheStore
Virtual receptionist to greet customers and serve as an interactive shopping guide
Large touchscreen for customers to select and purchase jewelleries via mobile phone
At store entrance
Inside the store
Interactive Shopping Environment
InsidetheStore
Interactive Shopping Environment
Interactive storefront display enables virtual jewellery fitting and games entertainment featuring our collections’ characters
360º product viewer to rotate and display the features of the jewellery in one touch
InsidetheStore
Online Payment
~50POSWeChat Wallet Alipay
~90POS
Outsidethestore
Outsidethestore
“Triple O’s” Strategy
Seamless connection of stock and logistic
Enhance Brand Power
Omni-Channel and customized
Marketing
Customer
Customer�/�Staff
Online
Offline
Others
Delivery
Pick upat Branch
Pick up atOther Channels
Shopping DeliverySharing
Customer
Customer
Outsidethestore– Casestudyof“TripleO’s” Strategy
Partnered with Wechat to
engage popular “Shaking “feature
Application of iBeacon technology
Deployed iBeacon sensors
in nearly 240 POS in tier one
cities
Customers were invited to turn on
the bluetoothfunction to enter
a lucky draw
Over 50% conversion rate
OnlinetoOffline(O2O)
O2OCaseSharing
The collection was out-of-stock at the end of the day
Grand launch of the collection on Tmall platform
2014
“Beads of Elements” Collection
Feb 16 Feb 21 Feb 23
Long queue showed up starting from 7am outside store
CTF responded quickly by launching a pre-ordering service via WeChat
Widespread discussions and selfies posted onWeChat and Sina Weiboabout the collection
In 3 days, daily revenue for this collection was ~2x average and >38,000 views online
Prior to Feb 16
The Power of Social Media
A game entitled “Call for the Dragon” was designed to encourage fans’ participation.
Customers needed to make purchases of mini‐pendants with seven different symbols (one of the symbols was exclusive on e‐shop), drawn randomly.
When customers submitted proof of the complete set of seven pendants, the eighth, marked with the symbol of “Dragon”, would be awarded to them and entitle them to join the fans meeting.
Collaboration with G‐Dragon
1 2 3
O2OCaseSharing
O2OCaseSharing
The announcement of the collaboration with G‐Dragon attracted:
reached over 316,000WeChat fans
Results
over 21,706,000 views
over 87,000 posts on Weibo
Online Offline BuyPreheat�stage�:�To�
get�the�first�key�on�CTF�social�media�
platforms�to�go�to�the�next�step
The�second�key�could�be�found�
in�our�stores
The�last�key�was�hidden�in�the�
special�packaging�of�the�collection�
randomly
Online to Offline game to win the tickets to Lee Min Ho Fans Meeting!
Collaboration with Lee Min Ho
O2OCaseSharing
O2OCaseSharing
The announcement of the collaboration with Lee Min Ho attracted:
Results
over 35,971,000 views
over 97,000 posts on Weibo
reached over 1,500,000WeChat fans
Wedding Proposal trend in China
O2OCaseSharing
Age�20�– 29
Tech�savvy
Familiar�with�mobile�computing
Heavy�social�media�users
Preference�for�online�interaction
Defining target audience
O2OCaseSharing
20
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Recruitment of wedding
proposal video on Youtube and
Youku
OnlineVoting
Winning couples
Overseas Wedding Tour
Contestants were allowed to promote themselves on social media lobbying for votes from friends. The clever use of the "six degree of separation" to connect every "friend of a friend" helped spread the words around.
Viral on social media, spreading the idea of proposing, getting online communities to discuss, creating linkage between the brand and marriage.
Wedding Proposal Campaign
O2OCaseSharing
O2OCaseSharing
The bridal campaign attracted:
Results
over 600 proposal ideas
over 800,000 votes
over 11,000,000 views on Youku and other
online Channels
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Wedding Proposal Campaign
O2OCaseSharing
Thankyou
