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Posts tagged with Clarins

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How Clarins is using WeChat, Baidu and Tmall to expand in China

China represents both a huge challenge and a huge opportunity for brands looking to expand into new markets.

Julien Chiavassa is an expert on Chinese ecommerce having been living and working in the country since 2005. 

In 2011 he established Clarins’ first ecommerce store in China and has recently moved to Singapore to become head of digital and ecommerce in APAC.

I caught up with Chiavassa at Demandware’s Xchange ’14 conference to find out more about the challenges facing luxury cosmetics brands in China...

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Club Clarins: a step towards the single customer view

It's clear that brands' current priority is uniting data. Companies are striving for the single customer view, allowing smarter marketing and increasing customer lifetime value or better mapping the customer journey.

Even in the UK, where online shopping is at it highest (compared to offline), the percentage of transactions that happen online is around 13%. That's 87% of purchases happening somewhere in the real world.

That's 87% of customer purchase data that brands and retailers want to capture, if they are to identify and market to all of their customers online (providing they opt in).

And, of course, there are some products bought relatively infrequently online, as a percentage of overall sales. Cosmetics is a good example.

Club Clarins is nothing new, it's nearly two years old. But, the scheme is a simple and effective attempt to incentivise customers to hand over some purchase-history data online, after they've purchased a Clarins product in a department store.

I thought it was worth discussing loyalty schemes in the context of brands' pursuit of the omnichannel grail when selling wholesale and retail.

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