ESTEE LAUDER Duty Free Social Circle

With traffic of roughly 40,000 people per day, the duty free shops of Hainan hardly represented a substitute to the thriving tourism business that China previously enjoyed. That is why we created the Estee Lauder Social Circle in collaboration with China’s largest duty free retailer, China Duty Free.

Using a WeChat mini App, we allowed travelers to open up the Travel Retail shopping experience and products to all of their friends. When travelling to Hainan, you just had to invite your friends to shop in the Mini-App and add their desired products to your basket. Once selected, a purchase would be made routing funds from your friend, to you, to the Duty Free store.

Socialization of Travel Retail. Travel has always been a social affair for Chinese travelers, be it sharing their experiences, or buying gifts for their loved ones. The Social Circle creates a new social commerce driven travel retail business model, allowing consumers to create their own virtual travel groups & sharing their online shopping baskets with friends to expand sales beyond the physical traveler.

WIN WIN Strategic Retailer Solution to breakthrough data barrier between EL TR & CDF. A new D2C online channel for EL TR, which provides deepen brand & product engagement; driving higher conversion, basket size and traffic to CDF stores. Customized APIs allow seamless transaction integration to retailers.

Consumer Profile Modeling for deepened understanding of EL TR target audience. Ability to develop consumer profiles based on the observation of 1st party consumer data, closing the loop to help the brand better prospect & target Travel Retail consumers who are largely from lower tier cities (a long difficult battleground for large global brands).