The instant coffee
market in China has been experiencing an annual growth rate of 23.3% largely
thanks to the in-flood of new users. Apparently whoever more effective in recruiting
the new users stands a good chance in winning the overall market. As the
incumbent leader in the category, our client wanted to sort out the best
practices in ecommerce new user recruitment. Illuminera, a leading big
data analytics agency working closely with Alibaba, was chosen as the partner.
Quick
diagnosis of existing practices
Together with the client
team, Illuminera consultants quickly scanned through existing practices and
concluded that our client’s ecommerce new user recruitment suffered from a lack
of strategic guidance, and relatively low ROI on pass campaigns.
By utilizing Alibaba’s
uni-marketing platform, Illuminera provided our client with depth insight based
on real world data as well as data-empowered marketing solutions.
Identifying
high-potential target groups
Combing through the sea
of data on Alibaba’s uni-marketing platforms, Illuminera consultants were able
to identify high potential consumer groups based on lifestyle, brand affinity and other
factors. They further segmented the high potential groups into distinct
sub-segments which warrant tailor-made communications.
Refocusing
communication strategy
Then the team put the
target groups under micro-scopes and developed insightful understanding and
vivid persona for each group. Based on the persona, the team was able to
devise a clear communication strategy tailored to each target group which, in
turn, guide the design of tailor-made ad banners.
Optimizing
media effectiveness
Furthermore, our
consultants built algorithms to identify the most potent ad placement patterns
which could dramatically improve the conversion rate.
With Illuminera as a partner, our client significantly improved their ecommerce new user recruitment effectiveness. Now with the same investment, our client enjoys a 30% increase in click rate, and conversion rate is 1.5 times higher. Now that is real competitive advantage that our client possesses.
