Category: Specialty Store Concepts
Location: Guangzhou, Guangdong, Greater China
Submitter: Procter & Gamble (China) Sales Co., Ltd

Objectives

Originate from consumer insight for Chinese young consumers’ shopping preference within prestige skin care, the brand jumped out from traditional offline counter counseling consumer engagement model, and created this experimental and futuristic shopping experience to engage more Chinese young consumers. In this the project, the brand leveraged top notch AR, imagining and robotic technologies, together by partnering with one leading technology-based online eCommerce platform, integrated consumer big data to realize this true offline-to-online new omni channel experiential retail circuit. On Top, the brand well executed the project in the form of landmark pop-up shop, together with holistic maximization on social media and online shopping platform brand promotion campaign to explode brand awareness and social buzz among Chinese youngster.
 

How were the objectives met?

This borderless retail, innovative and experiential project that tailor made for Chinese young consumer engagement has gained massive international and domestic media exposure, including Bloomberg, Harvard Business Review, China Daily, 凤凰科技 (tech.ifeng.com),今日头条 (www.toutiao.com),just to name a few. Many management team of competitors as well as online and offline retailers visited the store to learn from the innovative concept and execution.

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