Emerging markets are in the ascendant. In this scenario, how to tap consumers other than seed users and enlarge TA group? How to stay ahead of massive competitors and keep growing? The year of 2020 can be called the Genesis of floor cleaner, as the initial blazers quickly reaped consumer favor, high business growth rate as well as development dividends. However, since 2021, competitions turn out to be fiercer, and it is impossible to attain consumers just rely on the sense of technology and novelty of the product. Bissell, one of the leading vacuum cleaner brands, hopes to further identify consumer segmentation and deepen category education so as to achieve accurate positioning, enlarge target groups, improve brand awareness in China market, and further promote continuous growth of business.
With data-empowered end-to-end marketing services, supported by Tmall’s data power, Illuminera successfully assisted Bissell to dig deep into consumer insights, formulate accurate consumer positioning and omnichannel strategies. During Double-11 campaign last year, a distinct increase in both overall store GMV and consumer asset was created, as consumer asset increased by 7.3 times and the payment conversion rate of the whole store increased by 2 times compared with the 6.18 campaign. This project cooperated by Illuminera and Bissell was successfully selected as “Excellent Case of Tmall Brand Growth Center”.
Voice of Brand
As the world leading vacuum cleaner brand, Bissel always insists on bringing innovative cleaning methods to Chinese consumers with high-quality products and innovative designs. Benefiting from the qualified data tools and products of Alibaba platform, combined with Illuminera’s professional in-depth data analysis and strategic capabilities, this cooperation has brought significant business impact and precipitation of consumer asset to the brand.
——Chris Cheng
Business Director of Greater China, Bissel
Integrated Big Data + Small Data to
Target Precise Consumers
Algo, big data consulting boutique of Illuminera, scanned the market and TA segmentation based on Alibaba data, helped client find out new opportunities in household cleaning category other than floor cleaner, and finally specified nine TA/opportunity scenes. In the while, merged by the in-depth insights of small data, Illuminera deeply excavated the pain points, needs and purchase motivations of target consumers, identified differentiated concerns and product selling points, finally formulated accurate strategies for target consumers.
Devised High-quality Content to
Achieve Precise Seeding
Illuminera converted consumer insights generated from small data analysis to key communication messages required for product landing, formed brand communication strategies, and optimized content in detailed pages, banners, and short videos for subdivided segments throughout the whole course. By means of high-quality content, Illuminera helped realize effective promotion outside of Alibaba platform, attract target consumers, cultivate potential consumers and expand future market scale.
Leveraged Resources in & out of Ali Platform to
Win across Multiple Touch Points
Combined with accurate identification of consumers and channels as well as comprehensive optimization of communication messages, Illuminera also assisted Bissel in planning media touchpoints to deeply collaborate with both in and out of Ali’s ecosystem, which supported the brand to achieve exposure in non-Ali platform, in-Ali paid media and TaoBao livestreaming operation, and realize the second reach to consumers. In the end, the brand has successfully enlarged potential TAs and promoted the store conversion rate in great deal.
Through scientific integration of big and small data, along with in-depth understanding of TAs, precise seeding with qualified content, and synergy across different touch points , Bissel achieved double the industry average growth in consumer asset during the Double 11 campaign last year. Meanwhile, 4C indicators for brand user operation have also been enhanced, which fulfilled a distinct growth in both business performance and consumer asset. The case also brought some thinking for players in emerging markets that it would be possible to keep growing and surpass others in critical points by targeting while seizing new TA opportunities in the complex market, and later faithfully carrying out the strategies.
Through profound consulting professionalism and unique understanding of data, Illuminera provides brands with end-to-end integrated marketing service including marketing insights, strategy, innovation, creative, media placement and route-to-market.
For more information, please send an email to: marketing@illuminera.com
