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Shiseido Taiwan Group advances its deployment in their online shopping platform, combining technology and branding to entice hesitant buyers
TAIPEI, TAIWAN – Media OutReach – 6 July
2021 – AI SaaS company, Appier (TSE: 4180) today announced the results and learnings of implementing AiDeal solution to
identify hesitant buyers on watashi+ by shiseido taiwan. Shiseido Taiwan Group
introduced timely and exclusive promotional coupons to communicate with
hesitant buyers individually, allowing watashi+ by shiseido taiwan to
successfully increase conversion rates by 47%, add-to-cart ratios by 28%, and
transaction completion rates by 15%.
watashi+
by shiseido taiwan comprises of popular skincare, makeup, and sun care brands
under the Shiseido Group: ELIXIR, d program, ANESSA, etc., providing fans of
Japanese beauty brands an all-round online-merge-offline (OMO) shopping
platform. The website allows consumers to enjoy their shopping journey with
Shiseido online through watashi+ by shiseido taiwan, while staying at home due
to the pandemic. Through extended collaborations with Appier and accumulating
online traffic, the website uses Appier’s AI computing to produce
individualized online promotions that attract more valuable visitors to the
site to browse and complete purchases. It increases the beauty website’s
conversion rate even without discounted prices, while taking care of profit.
Challenges: further
increase in conversion rate & non-discounted offers
Like the challenges many brand
marketers encounter, watashi+ by shiseido taiwan on one hand needs to use a
limited marketing budget to turn more online leads into customers, reaching
super standard conversions; on the other hand, to ensure online and offline
prices are consistent while differentiating from current promotional events.
Based on the above consideration, watash+ by shiseido taiwan decided only took
place in non-discount formats to attract customers.
Specifically, watashi+ by shiseido taiwan incorporates the following 3
steps to successfully capture the hesitant buyer
- Use ML to differentiate old and new hesitant buyers: To increase
the website’s conversion rate, Appier simultaneously locks in on new members
and current members with a purchase history, using machine learning to
differentiate visitors who are more likely to be stimulated by coupons to
purchase. - Exclusive face masks as differentiating rewards: To prevent price differences with physical stores while
ensuring overall profit, watashi+ uses exclusive face masks as a reward for
orders over $888 NTD (Approx. $30 USD) to increase conversion rates. - Accelerate transactions with limited-time offers: A gift-with-purchase offer limited to 30 minutes
successfully accelerated hesitant buyers to reach the designated order value,
increasing orders completed within 15 minutes by 13%, and orders completed
within 15-30 minutes by 36%; orders that reached the designated value increased
by 61%.
AI Super Salesman helps identify hesitant
behaviors
Observing the behaviors characteristics of visitors after
entering the site, AiDeal discovered 2 PM to 3 PM on Wednesday and Thursday are
the peaks of hesitant customer transactions. Machine learning algorithms have
also found different hesitant characteristics between users on watashi+ desktop
and mobile. Hesitant characteristics in desktop users include: average mouse
clicks of less than 8 times, logging in and visiting the home page, visiting
the website throughout weekdays, browsing through over 7 pages of products and
adding products to their shopping cart. Alternately, hesitant characteristics
in mobile visitors include: scrolling through less than 3,000 pixels of a page,
new visitors visiting the home page, and browsing through 3 to 4 pages and
adding products to their shopping cart. These characteristics are all
unidentifiable with traditional marketing tools.
Rita
Chen, Assistant
Department Manager, Corporate Marketing Dept.
Shiseido Taiwan Group, says: “With the recent rising pandemic in Taiwan, physical stores bear the brunt.
As the market began fighting a promotional war to attract consumers, Shiseido
acknowledged that only a deeper understanding of consumers’ decision-making
processes can sustain brand influence. Appier’s AiDeal solution has stimulated
faster purchases from hesitant buyers on the beauty website through differentiated
offers. It provides customers with new shopping surprises while ensuring
channel advantages, allowing new and current members to have better online
shopping experiences. In response to future states of the pandemic, we will
work with Appier to strengthen our digital marketing to allow customers to
easily shop beauty products that are suitable and authentic, without leaving
the house.”
For more success stories, please
visit Appier’s Success Stories page.
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