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L'Etoile
L'Etoile: The Customers Days

RAN IN: Russia

CLIENT
Alkor and Co

AGENCY
SUMMARY

While online commerce proliferates, the consumers’ behavior changes. Now they go to retail not so much for the purchase as for new experience. In respond to this trend and to the growing competition, L'Etoile team have decided to increase stores’ attendance by creating weekly and involving events for the customers.  The core of the project is the 9-month strategy of weekly events held all around the country. In just 9 months, more than 300 events were held in 48 cities of Russia

CASE VIDEO


Audience: First priority: solvent audience of 25 - 35 years. Cosmetic brands or stores do not affect them. We involve them by:- meetings with selebrities;- beauty master classes from fashion bloggers;- trendy activities that introduce new products range and lay the foundation of further friendship (makeup sessions, spa zones, face skin masks and express hand massage, barber services, etc.). Free of charge. Second priority: the audience of 16-25 years – our future buyers. We provide them with products they are interested in so that they get used to coming to our stores.

Objectives: Commercial goal of the project: customer traffic increase. This goal is important for maintaining leadership positions in the market and further development of the network. KPI: customer traffic increase by 30%. Social networks subscribers increase by 40%.

Type: B2C

Language: English, Russian