Alcon Laboratories, Inc. is the world’s largest medical company specializing in eye care products and medical devices. It is focusing on the research & development, production and marketing of eye care products, ophthalmic surgical device, Contact lenses and relevant care products. Alcon has been cooperating with Social Touch in its social marketing for 3 years and its SCRM case has become a new marketing model in the Internet+ era.
Due to its late entry into China and its traditional B2B2C business model, Alcon does not have an efficient communication with and access to consumers. As a result, Alcon is not well-recognized by Chinese consumers. So Alcon is in urgent need to improve its brand awareness and shift more to online sales.
To help Alcon in its SCRM solution, Social Touch starts from both online and offline member channels to establish connections with consumers in an all-round way. The SCRM is utilized in marketing, sales and service aspects. To get an insight into consumer groups, Alcon depends on big data technology to collect information on social platforms, including labels related to young consumers and their preferred lifestyles. To attract consumers’ interests, Alcon uses lifestyle as a criterion to classify consumer groups and encourage them to “choose their own label” to “buy their catered products”.
Build platforms to communicate with consumers directly: convert targeted consumers of physical stores into members; recruit members on various online channels; activate old members and attract new members.
Establish membership service mechanisms: optimize membership & credits structures; design strategies based on the data analysis of member purchase & social behaviors to improve sales conversion.
Create data collection tools: integrate and match data of old members; integrate both online and offline member data; monitor user behaviors and exploit data to draw a 360° user profile.
WeChat fans increase: 10,083; Weibo fans increase: 10,147; fans interactions: 1.4 million times; fans increase speed: 4x
Member activity: increased from 20% to 78%
Offline member increase accounts for 39% of the total member increase