Thursday, 19 October, 2023 UTC
Summary
Luxury fashion powerhouse GUCCI relies heavily on Chinese market. According to Barclays, last year China accounted for around 35% of GUCCI’s annual sales.
As one of the most beloved high-end brands among Chinese customers, GUCCI has been constantly modernizing its strategies to win China over since its entry in 2006.
Wiredcraft helped GUCCI revamp its e-commerce on WeChat mini-program, with the aim of providing premium experience for its customers to boost conversions.
The result: practical, implementable digital strategies for the luxury giant in under three weeks.
What we did - Stakeholder interviews
- Audit and benchmark
- Strategy revamp
- Feature plan
- Product management
- Customer journey mapping
- UX suggestions
- Roadmap
We conducted comprehensive research, which included stakeholder interviews and audits of data and UX design.
During our stakeholder interviews, several key insights emerged.
- First, there is a strong demand for more localized content and features to better align with the preferences of the Chinese audience.
- Our analysis revealed distinct and valuable customer segments: explorers, VIPs, and gifters. Each group requires tailored strategies due to their varying characteristics and shopping habits.
- To optimize WeChat ad strategies, it became evident that aligning ad content with landing pages is crucial for success.
Our in-depth data and UX audit indicated the need to:
- strike a better balance between organic and paid traffic to enhance user engagement and exploration;
- provide the right content at the right time, in an organized and consistent manner to prevent drop-offs;
- offer more scenario-based shopping options.
- optimize “MY” page to provide a more personalized and user-friendly experience;
- create more flexible modules for the brand’s creative expression.
Wiredcraft adhered to several guiding principles aimed at delivering a seamless and engaging experience:
- reducing friction points to achieve a healthier funnel, ensuring that users effortlessly progress through the platform;
- tailoring to the key audiences with various types of storytelling, creating a more personalized connection;
- ensuring a natural flow from module to another, maintaining the user’s engagement throughout their journey.
We identified three major customer groups, each requiring specific attention.
- For explorers group the goal was to increase engagement, loyalty, and referrals;
- For VIPs, we aimed to establish higher-quality connections between sales and VIPs, digitally transforming their interactions;
- For gifters, we focused on integrating gifting into the product display page and extending the gifting journey to enhance new customer acquisition and retention.
Standard e-commerce tabs and modules often struggled to engage users and encourage repeat visits. Wiredcraft executed a revamp plan centered on optimizing the user experience.
By introducing a “dynamic space” tab, GUCCI would gain a dedicated platform for gift inspiration, storytelling, campaign promotion, fashion show highlights, and more. This dynamic space would empower GUCCI to offer a personalized, engaging and captivating digital shopping experience.
Regarding the “MY” page, we proposed the strategies that position it as the premier destination for a personalized experience that would continuously engage and reactivate both new and VIP customers.
By adding features like Wardrobe looks for outfit inspiration, customized E-cards, and new video and store consultation options, this would encourage users to keep returning for personal assets and GUCCI’s premium service.
We also crafted brand-specific phrases based on GUCCI’s business needs and led a workshop to facilitate their future implementation.
Scan the QR codes and explore the world of GUCCI on WeChat: