Kiwi Discovery is a bricks-and-mortar store in Auckland, New Zealand. It’s located in a commercial district where Chinese tourists flock to shopping. Kiwi Discovery launched its cross-border O2O during the Chinese Lunar New Year, when a swarm of Chinese tourists went to New Zealand to celebrate the holiday and went on a shopping spree.
In the past, although Kiwi Discovery was successful in attracting a lot of Chinese tourists to its store, it lacked the method to retain customers and implement remarketing in the long term. Now, after adopting Azoya’s cross-border O2O solution, Kiwi Discovery had been empowered to solve these problems and poised to sell more to Chinese tourists.
Azoya helped Kiwi Discovery build a mobile store to create the O2O scenario. Once a customer is attracted to register on the mobile store, he/she is more likely to buy. However, to navigate customers to registering and buying, there must be incentives. It’s easy to achieve this – giving coupons! Two kinds of coupons will be given to customers. One is for instore shopping and one is for online shopping after customer register on mobile store. This method is effective. The registered customers grew by 60 times after less than a month’s operation, with the usage rate of the coupons reaching 57%.
Cross-border O2O has enabled kiwi Discovery to run promotions in Chinese internet. Through social media and other online platforms, Kiwi Discovery can have its brand exposed directly to Chinese customers even when they are at home in China. An enhanced brand recognition will attract more Chinese customers to its online store and physical store. The UV of the mobile store registered an average growth rate of 71.7% for the past half month.
Although it’s convenient for any physical store to run an instore campaign, it’s difficult to target specific customer group. For Kiwi Discovery, what’s difficult is how to devise a promotion strategy that’s customized to Chinese customers’ shopping preferences. After adopting cross-border O2O, Kiwi Discovery is now equipped with more marketing leverage.
Azoya will publish a eBook focusing on cross-border O2O. We will be exploring the possibilities of cross-border O2O and how to implement a viable O2O strategy. Keep in tuned!