Case Study

Kérastase Hong Kong Direct to Consumer eCommerce Showcase

Jun 04, 2021
At a Glance & Direct to Consumer
THINK CHINA provided a centralised solution, UnifyXP, with multiple gateways, including Desktop on PC, HTML5 on mobile, and Mini Program on WeChat, which enabled the brand to improve its distribution network and discover sales potential via new e-Commerce channels during COVID-19.
Home Delivery + Self Pick-up
Customers can choose from “Home Delivery” or “Self Pick-up” at SF locker or convenience store (711/Circle K) with their locations across Hong Kong and Macau.
Top 10 Hong Kong eCom Site
Kérastase HK D2C e-shop gained a 300% growth in the first 6 months, which indicates the ever-growing interest of customers and the great growth potentials.
Easy Pay, Easy Get
Centralized E-commerce Solution for Hong Kong and Macau
UnifyXP provides an integrated solution to solve the difficulties that e-Commerce used to be available only for Hong Kong consumers. Nowadays, with UnifyXP, all Hong Kong and Macau locals and mainland tourists can easily purchase online via PC or mobile and enjoy various online exclusive offers and free delivery.
The Background
KÉRASTASE HK did not have an e-shop platform when other HK brands already launched e-shop on-site for HK locals and WeChat Mini Program for mainland tourists. With COVID-19 and decreasing sales from offline retail POS, undoubtedly, e-Commerce is the perfect solution to explore.
View from the other side, a crisis could also become an opportunity. While the borders of Hong Kong and Macau closed for months and tourists traffic dropped significantly to almost zero, the industry’s focus shifted to digital marketing and online sales. It is vital to building an e-Commerce platform.
Our Approach
Think China equipped UnifyXP with flexible and convenient collection methods for customers. Customers who prefer deliver-to-door service can select "Home Delivery" service when check-out. If customers weren't home for the delivery, they could use the "Self Pick-up" service by selecting the nearest SF locker or convenience store, 7-Eleven or Circle-K, as the delivery address. Then they can go to pick up purchased products at their convenience. With home delivery and a densely distributed network of self-pickup services, customers can easily purchase online and safely collect their purchased products during the special period.
Multi gateways enable users to access the Kérastase HK UnifyXP e-shop anytime, anywhere, with any device.
Think China developed three gateways to provide full-rounded access and a seamless shopping experience, with media support to increase the e-shop presence in the social media for Hong Kong and Macau locals and extended locals in Guangdong. Not only residents in Hong Kong and Macau can access and purchase on KÉRASTASE HK UnifyXP e-shop, but consumers with +86/+852/+853 phone numbers can also register and place orders. UnifyXP e-shop supports multiple payment methods, including but not limited to Alipay, WeChat Pay, Apple Pay, Union Pay, VISA, Mastercard, and American Express. Users can visit KÉRASTASE HK UnifyXP e-shop via Facebook post, links in KOL live streaming, QR codes in KOL articles, WeChat advertising, Weibo advertising, and the brand notification message and menu bar official WeChat account.

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