Within the context of a larger travel retail roadmap that we have helped fresh define, we built a WeChat Mini Program called “The Fresh Indulgent Voyage” (in Chinese: 馥蕾诗悦享之旅).
Key features
The Mini Program’s features were all designed to strengthen consumer connections with fresh’s product line and fresh’s brand. These include:
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An AI-powered Mask Finder. This lets users upload photos and have their skin analyzed so they can find the perfect facemask.
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Key opinion leader (KOL) recommendations. This lets influencers share travel shopping tips and fresh product reviews.
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Live streaming. This lets users see the products in action.
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A store locater. This helps users find retail outlets while they are traveling.
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A product catalog. This lets users browse and get familiar with fresh’s 200-plus products before setting foot in a store.
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Member rewards. These let customers earn points that are exchangeable for gifts.
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An ongoing lucky draw contest. This gives users a chance to win fresh products.
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Coupons. Customers can earn coupons at travel retail locations that are redeemable in domestic retail locations. This is the feature that bridges customer journeys across travel and local retail.
Building the user base
To help launch the Mini Program, fresh ran a monthlong sampling drive campaign with Globuy. New users were able to participate in a lucky draw to win free samples of popular products. The campaign generated more than 100,000 engagements on WeChat and RED.
Connect the online and offline experiences
The Mini Program is constantly updated with product information, limited-time coupons, product samples and duty-free shopping information. Newly registered members are offered a free Traveling Skincare Experiential Gift, which they can pick up when they visit a fresh travel retail store.
A trail of samples and coupons to map the customer journey
The product samples, contest prizes and coupons act as breadcrumbs along each customer’s journey:
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When a customer signs up to the Mini Program, they become visible from a data perspective.
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When they collect their Traveling Skincare Experiential Gift, fresh knows where that customer is on their journey.
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When the customer redeems a coupon from a travel retail purchase at a shop in their local market, fresh can see the entire journey.
Sample by sample, coupon by coupon, this lays the data foundation for future targeted marketing campaigns.