To drive footfall and generate sales, Swarovski wanted to maximise and expand its database through various omnichannel initiatives. Through six engaging omnichannel activities, Swarovski was able to provide its customers with a seamless shopping experience, ultimately taking home silver for Best in eCommerce (Brands) – Fashion & Apparel and a finalist position for Best eCommerce Loyalty Programme at MARKETING-INTERACTIVE’s Asia eCommerce Awards 2021.
With Southeast Asia and India highly ranked in Swarovski member’s share of sales and sign up rate, the team faced the challenge of consistently engaging these customers especially in a saturated and competitive fashion and apparel industry.
To address this challenge, Swarovski decided to develop six omni channel initiatives to engage its strong, female-centric customer base. The initiatives were carried out online or by leveraging on KOLs and product feature opportunities across the region.
1. Singapore online exclusive A/B Testing
The team sent out different content via email to two different sets of customers within the Swarovski Club. Through data collected, the team was able to gain insight on the best marketing content to encourage conversion and drive sales.
2. India - Launch of Swarovski.com
A series of KOL media posts along with PR efforts were rolled out for the launch of the online shopping site. New sign-ups into Swarovski’s membership programme were also promoted.
3. Product feature in popular Korean drama- Vincenzo
Through the feature of various Swarovski products in the Korean drama, an impactful halo effect was created across Asia with the featured products driving brand consideration among loyal members and avid consumers which in turn, generated long-term sales in various markets.
4. Launch of Virtual Personal Shopping Concierge
The launch of the Virtual Personal Shopping Concierge aimed to provide an elevated luxury virtual shopping experience for customers where a personal stylist could showcase products via a video call. This platform, hosted on Powerfront, provided consumers with an alternative shopping avenue to offline stores and increased engagement and quality of brand experience.
5. Launch of Click and Collect service on website
To drive traffic from online stores to offline ones, Swarovski.com offered a Click and Collect service. Customers who made a purchase online can pick up the products on the same day at the nearest store.
6. Virtual try-on technology for new collection items
To drive conversion and provide an interactive experience on the Swarovski website, a virtual try-on tool was pushed out as a pilot trial so that customers could get a more accurate look and feel of the product before purchase.
The team’s effort paid off with all six initiatives successfully achieving their goals. With the Online Exclusive A/B testing, email click rates increased by 100% and revenue increased by 33%. The launch of Swarovski’s website in India received a whopping 1.2 million impressions with a 3.18% engagement rate. The website also achieved a sales figure beyond initial targets and 4,500 new member sign-ups. The products featured in Vincenzo were highly sought after, with an increase of 207% in sales following the premiere of the Korean drama.
The virtual personal shopping concierge led to a conversion rate of 9% and contributed to additional revenue amidst pandemic restrictions and lastly, the launch of the click and collect service resulted in an uplift to Swarovski’s online business. Ultimately, the team’s focus on member exclusive omni channel promotions allowed Swarovski to not only build a strong database but also reach out to members effectively.
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