Luxury skincare brand brings Singles Day to Canada running Live Shopping Events
Raking over USD 115B in China this year, we know Singles Day is no joke, no matter where your brand may be. On November 11, the biggest shopping holiday, consumers arrive ready to buy, most prepared and eager to purchase from their favourite brands or discover new relationships with those willing to recruit savvy customers.
In Canada, most mainstream consumers yet to adopt the holiday in full swing Lancôme Canada decided to target a loyal and experienced Live Shopping audience - the Chinese community residing in Canada.
As part of their established monthly Live Shopping series, the brand created a targeted community-focused Live Shopping event experience in which the Lancôme team expertly offered an opportunity for customers to purchase exclusive holiday bundles and one-of-a-kind gifts with purchase for all orders placed over a certain threshold.
"We turned to Live Shopping to help the brand connect with customers and potential customers in a new way."
Marketed as a Singles Day “presale” one week before special discounts were offered anywhere else, the event was also conducted in Mandarin with English and Mandarin support staff available online through the brand-moderated chat.
Sales were astounding, and average order numbers rivalled total unique viewers, earning the Lancôme Canada team a global mention in the Vogue Singles Day trend analysis.