APR 2018
BOUTIQUE NE W SL ETT E R AUSTRALIA
SINGAPORE
HONG KONG
JAPAN
CHINA
MYLAYSIA
TAIWAN
ANIMATION EVENTING TO BUILD BOUTIQUE
CLIENTS’ LOYALTY BEST PRACTICE
ISSUE 5
DIOR BOUTIQUE NEWSLETTER ASPAC
AUSTRALIA DIOR BLUE MASTERCLASS TO UPGRADE & CROSS-SELL HIGH POTENTIAL CLIENTS Theme: Masterclass event- Dior Blue Objective:
How did you tailor this event/animation:
• Create a unique and exclusive experience to pamper the platinum clients
• Mr. Dior said “Among all colors, navy blue is the only one can
• Upgrade the Good clients with high potential to platinum clients • Introduce the Dior three-axis experience to existing
one/two axis clients
Dates / No of Days: 7th-8th October 2017
compete with black!” For Dior Fall 2017 Ready-to-Wear collection, Dior’ creative Director Maria Grazia Chiuri designed a collection with over 50 shades of blue to honor Mr. Dior’s love towards blue.
• To offer a unique and attractive event to the clients, the team took
Locations: Bondi Boutique, Sydney
the inspiration from the Fall collection and created a evening
Target clients:
beauty look. During the event, the client had the opportunity to enjoy
• Platinum client
a full three-axis journey, including a night time skincare
• Good clients with high potential
regenerating routine, a sophisticated makeup look and a sensual
• Existing one/two axis client
evening fragrance discovery. The event combined the heritage of the brand with the latest trends of beauty and fashion.
created by Bondi Boutique Make Up ArtistGeorgia Lebbos Makeup look How this animation/ event was communicated to clients?
Inspiration-Dior Fall 2017 Ready-to-Wear Collection
• Clienteling call from BC • Verbal instore communication from BC
01
DIOR BOUTIQUE NEWSLETTER ASPAC
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Bondi Boutique Manager and team
Which departments involved & what have they done: • Sales: Event brief planning, event execution, rostering and event setup • Marketing: Event brief planning and space negotiation with the shopping mall • Training: Event brief planning, BC coaching and role playing • VM: Event setup planning and equipment transportation • CRM: Calling list No. of field staff involved: 2 MUA, 1 CS, 1 SE, 1 FS, 2 BC
CRM RESULT No. of Appointment made: 100
Explorer Client Good Client
No. of Clients shown up: 91 • of
which Platinum Client%: 12%
• of
which Good Client %: 38%
• of
which Explorer Client % : 50%
Purchase Rate:100%
SALES RESULT
Platinum Client
Total Sell Out: $40,288 (AUD) Vs. Target: $35,000 (AUD) No. of Transactions: 91 AUS: $439 (AUD) IPT: 2.67
Hero Product:
• Rouge Liquid 999 • Prestige Huile De Rose serum • Rouge Liquid 574 • Dreamskin cushion 20
02
DIOR BOUTIQUE NEWSLETTER ASPAC
CHINA Relational Offer
J’adore EVENT FOR PLATINUM GOOD CLIENT WITHOUT FRAGRANCE PURCHASE Theme: Lip Tattoo Expert Tutorial In Boutiques Objective:
Bella Zheng Tomoko Mizobuchi Mele
Retail MKTG Assistant
Retail MKTG Project Manager
• Differentiate boutiques from other channels by providing exclusive service: MU lessons with the launch of novelty
• Invite new clients to come back to Boutiques with their friends/family
Dates / No of Days: Differs by boutique but 2 days in October Locations (Where and Which Boutiques): 23 Boutiques Target clients: • New clients & their friends
How did you tailor this event/animation: • Please refer to Slide 3 for details
How this animation/ event was communicated to clients? Wechat accounts of shopping Mall platforms and BC client ling
Team Working Staff (office)
Julie Shui Sharah Chen
National Boutique Director
Make up Product Manager
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Retail Marketing Which departments involved & what have they done:
Retail Marketing: led the overall planning and implementation of the in-store events. Targets by Boutiques were set together with retail team. Product Marketing: helped to provide content & POSM support
SUPPORT & MECHANISM
No. of field staff, involved. e.g. BCs, Specialists, Experts: 2BCs & 1 MUAv
Objective:
Wechat Contents
• New customer retention. Build customer loyalty by inviting new clients back to Boutiques for MU lessons
• Promote link-selling and drive AUS through makeup lesson.
Animation Time: 2 days per door in Oct(Based on commercial peak periods).
23 doors nationwide Event Mechanism:
• Makeup Lessons: Lip Tattoo Expert Tutorial
• MU skills demonstration by MUA or CS followed by customer trial . • Call To Action: relational gift and invitation for eyebrow service as 2nd purchase offer
Additional support to counters: • Additional MUA support (For BTQs with no specialists) • Relational gift for participants • Wechat content shared through shopping mall wechat. • Photo service(Only in 17 doors) & tattoo service after tutorial.
Tattoo & Photo Service
03
DIOR BOUTIQUE NEWSLETTER ASPAC
RESULT • The event target achievement rate varies by door. However overall the lessons
contributed to facilitate link-sell and improve AUS. For low traffic doors such as HRB Hongbo & Tangshan Zhenhua, the MU lesson helped drive additional traffic. • The makeup lesson helped enhance the newness sales in BTQ channel. 7,419 pieces of Lip Tattoo are sold in Boutique doors(20% of Full Channel) compared with normal day Lip Tattoo sales, the following door had a big increase during event period : HHHT Moercity (24/day) +78% , Kunming Shuncheng(19/day) +104%, Chengdu Mixc(20.5/day)+133%, Hangzhou Mixc(21.5/day)+158%, Guiyang Floral(16/day)+117, HRB Hongbo(22.5/day) +776%, Tangshan Zhenhua (30/day) +451%
• Positive feedback from both clients and BCs about exclusive MU lessons which provide differentiation with other channels. Lessons reinforce our expertise and brand image and allow closer interaction with our clients to build loyalty.
HHT MOER CRM RESULT No. of Appointment made: 60 No. of Clients shown up: 51
Purchase Rate: 82%
SY MIXC CRM RESULT No. of Appointment made: 28 No. of Clients shown up: 24
Purchase Rate: 71%
SALES RESULT Total Sell Out: 45K RMB Vs. Target: 113% No. of Transactions: 42 AUS: 1,075RMB (+6%) IPT: 2.3 (+11%)
Hero Product: Lip Tattoo 48 pcs sold
SALES RESULT Total Sell Out: 18K RMB Vs. Target: 47% No. of Transactions: 12 AUS: 1,563RMB (+48%) IPT: 2.7 (+36%)
Hero Product:Lip Tattoo 13 pcs sold 04
DIOR BOUTIQUE NEWSLETTER ASPAC
H ON G KONG
JADORE FOR PREMIUM CLIENT LOYALTY Theme: 2017 X’mas Objective:
How did you tailor this event/animation:
• Drive revisit of J'adore clients
• On-site calligraphy/ engraving service for purchase of any Fragrance
• Introduce J'adore to premium new clients without Fragrance purchase
• X’mas AOG with selected personalized greeting message Xmas cards
Dates / No of Days: Nov 17-19,24-26 & Dec 8-10 (9days) Locations: Elements, MOKO, Festival Walk, IFC Target clients:
(ornament + calligraphist designed cards to attach to AOG box )
How this animation/ event was communicated to clients? X’mas Journal , eDM , MMS , Clienteling
• Platinum & Good Clients • Purchased J'adore in past 12 months but not in recent 1 month • Recruited in 2017, spending>$2,000, without Fragrance purchase
05
DIOR BOUTIQUE NEWSLETTER ASPAC
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Marketing Team
Which departments involved & what have they done:
• Sales: Manpower arrangement & allocation of merchandising • CRM: Customer Profile analyzing and sent out invitation • VM: layout drawing & Visual merchandising
No. of field staff involved: All staff of related store
SALES RESULT Total Sell Out: HK$1,611,320 Vs. Target: 116% No. of Transactions: 1,273 AUS: HK$1,266 IPT: 2.25
06
DIOR BOUTIQUE NEWSLETTER ASPAC
J A PA N J’adore EVENT FOR PLATINUM GOOD CLIENT WITHOUT FRAGRANCE PURCHASE Theme: Introducing and understading Dior skincare through workshop Objective: • Buliding loyalty with millennial clients
Dates / No of Days: 2018/2/15 *Closed event only for 6 invited customers from 19:00-21:00
Locations (Where and Which Boutiques: Omotesando Boutique Target clients: • Millennial clients (visit the boutique more than 3 times)
How did you tailor this event/animation: Beautician and MUA mainly led this event with following agenda • Welcoming & Counseling using Skin Analyzer (including Makeup removal) • Explaining about “What is the roll of skincare?” and coaching appropriate application method with demonsration to the model by Beautician • Introducing Capture Youth • Customers’ self trial & application time • Make-up demonstration by MUA • Closing
How this animation/ event was communicated to clients? By Clienteling and pre-booking in the counter aiming below type customers • Loyal customers (consulted by the same BC more than twice) • Millennials • Customers who are new to skincare or new to Capture Youth
07
DIOR BOUTIQUE NEWSLETTER ASPAC
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: RM, Store manager, Beautician, MUA
Which departments involved & what have they done:
RBD team: Arrangement of the chair and podium PMG: Preparation of products and samples No. of field staff, involved. e.g. BCs, Specialists, Experts: 8 (Omotesando headcount 8 BCs including Beautician, MUA, Skincare Expert, Skincare Specialist, Fragrance Specialist)
CRM RESULT No. of Appointment made: 7
Explorer Client Good Client
No. of Clients shown up: 6 • of
which Platinum Client%: 66.7%
• of
which Good Client %: 16.7%
• of
which Explorer Client % : 16.6%
Purchase Rate:100%
Platinum Client
SALES RESULT Total Sell Out: 216,500yen (from 19:00-21:00) Vs. Target: +20.3% No. of Transactions: 6 (Pre-booking customers) AUS: 36,083yen (vs. 2017 FY 10,680yen) IPT: 4.6 (vs. 2017 FY 1.8)
Hero Product:
• Plump filler: 3pcs • Redness Soother: 3pcs • Lift Sculptor: 2pcs • Capture Youth Cream: 2pcs
08
DIOR BOUTIQUE NEWSLETTER ASPAC
M A L AY S I A MID VALLEY BOUTIQUE 2ND ANNIVERSARY EVENT WITH PREVIER OF MISS DIOR EDP
Objective: • Pampering and create exclusivity & excitement for Dior clients
Dates / No of Days: 12 & 13 August 2017 (2 Days) Locations: Mid Valley Boutique Target clients: • Platinum client • Top Good Client
How did you tailor this event/animation:
• Reinforce Fragrance Revolution via Miss Dior • Hand massage to create opportunity for link sales & cross sales • Color Reading to create link sales opportunity for makeup
How this animation/ event was communicated to clients? • CRM provide call list • BCs to conduct clienteling via iPOS v3.1
09
DIOR BOUTIQUE NEWSLETTER ASPAC
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Trade Marketing Manager / RBDM
Which departments involved & what have they done: • Marketing: Mechanic & activity arrangement • Sales: Manpower arrangement, stocks forecast accuracy, setting KPIs, follow up on confirmation of appointment by clients
• CRM: Provide call list No. of field staff, involved. e.g. BCs, Specialists, Experts: 1 Boutique Manager, 2 Make Up Artists, 2 Color Stylists, 3 Beauty Consultants
•
CRM RESULT No. of Appointment made: 150 No. of Clients shown up: 100
Platinum Client Good Client
SALES RESULT Total Sell Out: 210,063 Vs. Target: 170,000
• of
which Platinum Client%: 29%
• of
which Good Client %: 71%
AUS: 1,024.70
• of
which explorer Client % : 0%
IPT: 3.84
Purchase Rate:100% •
No. of Transactions: 205
Hero Product:
• CARE PRESTIGE WHITE COFFRET AS1H17 • O.ESS BOOST SR P/BTL 75ML • PREST LA MOUSSE TB 120ML • PREST CR EYES JAR 15ML • PREST NIGHT NECTAR P/BTL 30ML
10
DIOR BOUTIQUE NEWSLETTER ASPAC
SINGAPORE MAISON CHRISTIAN DIOR OPENING PARTY FOR VIP Theme: Maison Christian Dior Opening Party for VIPs Objective: • Create awareness on new Maison Christian Dior boutique to cross-sell and build client loyalty
Dates / No of Days: 10 Feb 2018, 1 day Locations (Where and Which Boutiques: Maison Christian Dior boutique Target clients: • Ex CPCD
• Platinum (non CPCD) Clients
How did you tailor this event/animation: • Small group tour to introduce the “French Way of Living” of MCD boutique & story-telling on the inspiration behind the fragrances
How this animation/ event was communicated to clients? • MCD invitation card
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Joint collaboration between sales & marketing team
Which departments involved & what have they done: • Sales & Training: staff training, briefing & dry-run • Marketing (including CRM): logistics planning (F&B) and clients invite + RSVP
No. of field staff, involved. e.g. BCs, Specialists, Experts: 5 BCs (including 2 Fragrance Specialists)
11
DIOR BOUTIQUE NEWSLETTER ASPAC
In addition, 27 brand new clients were recruited at an average age of 33 years old!
CRM RESULT
Explorer Client Good Client
No. of Appointment made: 63 No. of Clients shown up: 42 • of
which Platinum Client%: 37 %
• of
which Good Client %: 24 %
• of
which explorer Client % : 39 %
Purchase Rate: 90%
Platinum Client
SALES RESULT Total Sell Out: $23,830 Vs. Target: $10,000 No. of Transactions: 81 AUS: $294 IPT: 1.70
Hero Product: • Lucky 40ml
BEST PRACTICES Pre-Event:
Throughout the Event:
• Exclusive & personalized MCD invite card to the ‘right’ profile of clients
• Strong support from the office team to help out in the preparation & serving the clients on the event day itself
• Always to follow-up with Clienteling to secure good RSVP • BCs briefing through dry-run & role-play to build their confidence
During the Event: • Small group tour with an attached BC to serve clients throughout the journey (introduction to MCD boutique -> fragrance story-telling -> closing ceremony)
12
DIOR BOUTIQUE NEWSLETTER ASPAC
TA I W A N
MISS DIOR PREVIEW WITH HAND MASSAGE SERVICE Activity
Theme: Miss Dior Pre-view Event Objective: • Recruit Miss Dior new clients and build customer loyalty.
Dates / No of Days: 26 Jan – 28 Jan / 3 days Locations (Where and Which Boutiques: Taipei 101 Boutique
Target clients: • Birthday invitation • Anti-churn clients • 5 potential explorers per BC
How did you tailor this event/animation: • MD Roller-pearl pre-view and
hand Massage
How this animation/ event was communicated to clients? • Phone Invitation (MD novelty pre-view and Full service)
Set Up – Art of Gifting
13
DIOR BOUTIQUE NEWSLETTER ASPAC
Client Engagement Miss Dior Corner with Novelty pre-view
CRM RESULT No. of Appointment made: 50 No. of Clients shown up: 33 • of
which Platinum Client%: 9%
• of
which Good Client %: 24%
• of
which Explorer Client % : 67% Platinum Client
Good Client
Explorer Client
Purchase Rate: 100%
SALES RESULT Total Sell Out: 497,040 NTD Vs. Target: 110.2%
MANPOWER ARRANGEMENT Who is leading the boutique animation / event: Retail Manager, Boutique Manager
Which departments involved & what have they done: • Retail: organize, clienteling, execution • Merchandising: MD element and AOG decoration • PM: samples &GWP support, F&B preparation
No. of Transactions: 110 AUS: 4,518 NTD IPT: 2.3
Hero Product:
Miss Dior Absolutely Blooming EDP 50ml
No. of field staff, involved. e.g. BCs, Specialists, Experts: 2 BCs, 1 Fragrance Specialist, 1 Color Specialist and 2 Skincare Specialists.
14