Mindshare China

In China, the biggest shopping day of the year is Single’s Day. Of course, the day comes with steep challenges.

Looking at historical sales data, we knew that some clothes are more likely to be purchased in store. We also knew there were countless items being added to Tmall shopping carts, but not converting into purchase.

Combining these two data sources gave us a list of five key product lines to target on Single’s Day.

On the day itself, we targeted only users on Tmall that had added these products to their shopping carts, but not yet purchased.

We showed these users special coupon offers, with unique call-to-action in the creative:“LOWER PRICES IN STORE!” These creatives were optimized by location – the closer a user was physically to a Uniqlo store, the higher the incentive offered.