Category: Beauty & Cosmetics > Temporary

Location: Guangzhou, Guangdong, Greater China

Submitter: Procter & Gamble (China) Sales Co.,Ltd


Objectives

In China, Shopping Mall is growing significantly, offering great shopping and entertainment environment to attract consumers, especially young shoppers. With current Olay’s counter productivity, it’s hard for Olay to set up permanent counters in high traffic prestige shopping mall while this sort of shopping malls are Olay brand’s strategic targeted exploration area. So, our objective is to have a highly efficient model to win in China high traffic prestige shopping mall for Olay brand.

How were the objectives met?

We launched OLAY Shopping Mall Super Pop Up in GuangZhou Grandview which is a high traffic prestige mall. This super pop up delivered over 100,000 USD sales and recruit over 1500 New Members in just 7 days, which become a retail industry golden case.
1) Drive Traffic Conversion
1.High Quality Design Booth design
A high quality and prestige booth is essential to attract consumer to stop and interact with our super POP UP. The final design is modified three times based on consumers behavior (try- experience-convert) and Brand’s equity.
2.Smart Trial Vending Machine
Consumers line up and pick up trial sample from the vending machine after scanning the QR code and becoming Olay new member. 8% people will become our member after trial.
3.Focus on Premium line Hero SKU
Dedicated promotion mechanism design as one or two step pack based on consumer insight; Leverage “Limited Quantity”, ‘First Come. First Serve” to attract more consumers recommend their friends to buy together

2) Offer Wow Experience
1.Professional Skin Tester -NEXA
Consumers are invited to enjoy the skin test and get skin care tips by NEXA , the professional and most advanced digital tools in industry
2.Photo Area linked with Celebrity Material
Consumers are encouraged to take photos with Olay in camera area and upload to social platform. Limited postcards of Olay celebrity offering is very welcomed by fans
3.BC Counseling Service
Our beauty advisor offer the premium line hero product trial and enthusiastic consulting service to consumers with the professional brand training

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