K11 - was founded in 2008, one of the most innovative and largest shopping centers in Great China, featuring art & culture. The unique concept brand combines art and commerce in commercial and residential real estate, and has a growing portfolio of brands across different sectors in Greater China and around the world.
The escalating Covid-19 situation continues affect Hong Kong retailers. Shopping malls, pharmacies, and duty-free businesses cannot get access to foreign customers and GBA tourists, while local customers must continue to comply with social distancing. In response, retailers are turning to digital methods to continue their operations and serve customers whose demand for merchandise remains strong.
K11's social commerce presence
As an initiative to service the large portfolio of tenants, K11, an unique concept brand that combines art and commerce in commercial with a growing portfolio of brands across different sectors in Greater China and around the world, which owns the iconic K11 Art Mall and K11 MUSEA, is exploring the opportunity with Azoya to deploy social commerce using the popular WeChat platform.
Azoya successfully assisted K11 in launching the K11 Go HK WeChat mini-program using the proprietary technology of Azoya SaaS, and fully integrating with WeChat Work, where customers can interact directly with tenants and smart sales consultants. The mini-program leverages K11’s strong portfolio of tenants and capacity of acquiring customer traffic both offline and online to increase overall brand awareness, customer loyalty, and revenues for tenants.
What is K11 GO HK?
The mini-program leverages K11’s strong portfolio of tenants and capacity to acquire customer traffic both offline and online to increase overall brand awareness, customer loyalty and revenues for tenants, including Beyorg, Carbali, Champion, Kids 21, L’Occitane, Penhaligon’s, Thann and a dozen more brands that are also available on the physical premises.
K11 GO HK WeChat mini program provides a new consumption scenario and more services for high-end customers that have made offline purchases, and brings new growth point for K11 and tenants’ offline business.
One of the key features of the mini-program launched by Azoya is to integrate deeply with the K11 membership system, KLUB11. The fully-customized solution allows K11’s private domain customers to earn and burn points in the same mechanism as in offline stores. Customers are allowed to redeem both physical and virtual gifts. During the social distancing stipulation, this approach boosts exposure for tenants looking for increased access to customers.
Amplify social exposure to reach the target customers
WeChat Moments ads provides K11 with high-quality audience segments based on which brand can define their target audience according to age, gender, location, industry, etc. A targeted ads strategy helps K11 to approach middle- and high-income customers in tier 1 and 2 cities.
WeChat Moments Ads can drive potential customers:
- K11’s WeChat Official Account
- K11 GO HK Mini Program
- Livestreaming campaign
Interaction in WeCom groups
As part of the solution, Azoya successfully assisted K11 to launch K11 Go HK WeChat mini-program using the proprietary technology of Azoya SaaS, and fully integrating with WeCom (also known as WeChat Work), where customers can interact directly with tenants and smart sales consultants.
Increase engagement in livestreaming
The retail pioneer K11 adopts livestreaming to sell brands to its loyal customers and educate potential customers. Each campaign lasts 2 hours, and the anchors introduce brands, try items on, and give product links for customers to buy.
For specific livestream events, K11 combines WeChat targeted ads to call back potential customers accurately, who are more likely to fulfill their consumption demands within K11’s WeChat mini program mall.
K11 uses livestreaming campaigns as a tool to attract high-potential customers, accelerate sales conversions, and fuel traffic.
We identify, select, negotiate, and secure the anchor resources; and provide them to K11 for final approval. Livestreaming is a common and effective method to gain traction. Organized livestream campaigns not only contribute to sales but also help brands increase brand awareness and grow their own follower base.
Optimized logistics solutions
To ensure K11 GO HK can fulfill Hong Kong local customers' and GBA customers' demands and provide delicate shopping excellence to them, Azoya tailors two fulfilment options for K11: direct shipping (Hong Kong & Greater Bay Area), and in-store pick-up (Hong Kong). After the customer pays the order, the order status will change to "Pending Fulfillment" in WeChat Mini-program.
|Want to learn more details about K11's social commerce efforts? Download our Capitalize On WeChat Private Domain: Best Practice 2022|