Alcon is a world-renowned ophthalmic drug and medical device company that specializes in the development, production and marketing of eye care products, eye surgical equipment, and contact lens care products.
Alcon is a world-renowned ophthalmic drug and medical device company that specializes in the development, production and marketing of eye care products, eye surgical equipment, and contact lens care products. After three years’ of partnership with Social Touch, Alcon’s social CRM campaign has become a landmark in terms of its innovation of marketing in the Internet Plus era
The Challenge
Being a brand newly entering the China market with its B2B2C business model, Alcon had been facing a lot of challenges, especially in the communications with the target audience. Traditional methods cannot reach the audience effectively, which leads to the lack of awareness of China consumers. Alcon needed to build brand awareness urgently and transform its sales strategy through online channels. Moreover, we suggested the brand to shift sales focus from offline to online
The Solution
Alcon SCRM solutions started with online and offline memberships and leveraged the value of SCRM in marketing, sales and customer service to connect directly with consumers. In terms of consumer insights, Alcon used big data technology to collect and analyze young consumers’ labels about their favourite lifestyles, and to segment the target consumers. When consumers showed interest in products, they are encouraged to purchase their “own products" by "choosing their labels”
We established a platform for Alcon’s direct communication with users. The platform attracted offline consumers in the stores to register as online members. We also helped with new members attractions from multiple channels and activate existing members.
We built a membership service model to optimize the membership and bonus points system. By analyzing consumer behaviour and social behaviour, we designed relevant strategies to increase sales conversion rate
We developed tools for collecting and analyzing data. By integrating and matching existing members’ data from online and offline, we tracked users’ behaviour and made 360-degree users profile
The Achievement
Until December 2016, WeChat followers increased by 250,000+; membership growth rate increased by 4 times
Membership activity increased from 20% to 78%
The increase number of offline membership accounted for 39% of the total increase
