Friday, February 2, 2024
DFS and Douyin Life Service have forged an unprecedented alliance, aiming to transform the luxury travel retail experience for Chinese consumers through a cutting-edge phygital shopping approach. A captivating livestream event took place from November 23 to 26, 2023, showcasing a diverse array of beauty products for Douyin users. During this event, users had the opportunity to instantly acquire enticing cash coupons, enabling them to make purchases at any of the four DFS stores in Hong Kong during their subsequent visits. The second livestreaming event is slated for February 2 to 3, 2024.
Engaging with livestream hosts, customers enjoyed a unique amalgamation of curation, detailed product insights, and exclusive prices at DFS stores in Hong Kong. DFS, by seamlessly merging the strengths of both online and offline shopping, demonstrates its unwavering commitment to crafting personalized shopping experiences and services for its clientele.
This collaboration not only entices new customers from Douyin’s extensive userbase, accustomed to short-form mobile videos, but also introduces innovative shopping avenues with DFS. Simultaneously, the enticing livestream content and attractive cash coupons have spurred purchases from members of DFS’ acclaimed loyalty program, DFS CIRCLE.
DFS Group, a global leader in luxury travel retail, etches history by becoming the inaugural cross-border retail partner for Douyin Life Service, the preeminent short-video platform in Mainland China. The collaboration reshapes the luxury travel retail experience for Chinese tourists. From November 23 to 26, 2023, the joint effort featured a four-day livestream event, spotlighting over 80 beauty products, including skincare, cosmetics, and perfumes, for Douyin users. Livestream viewers had the opportunity to instantly purchase HKD-based coupons with RMB, facilitating direct redemption at all four DFS stores in Hong Kong.
As the first livestream collaboration between Douyin Life Service and Hong Kong-based retailers, DFS and Douyin Life Service pioneered an innovative shopping experience for up to 600 million Douyin users. Customers, through interaction with livestream hosts, could easily discover curated top products tailored to their needs, explore selected DFS beauty items, and subsequently make purchases at preferential prices at DFS stores in Hong Kong.
Encouragingly, due to overwhelming response, DFS and Douyin Life Service are gearing up for a second collaborative beauty product livestream event on February 2 to 3, 2024. Professional hosts will present iconic products across skincare and fragrance categories on the Douyin platform.
The collaboration is not only alluring new high-spending cross-border customers but also witnessing 30% of direct revenue being generated by new customers. This strategic alliance stimulates purchases from DFS CIRCLE members and concurrently attracts high-spending new customers, as demonstrated by statistics indicating that 30% of the direct revenue from the initial livestream event came from new customers. Moreover, sales per visit for customers attracted by the livestream event surpassed those from new customers at offline stores by 88%. The partnership effectively positions DFS to connect with beauty-focused customers, enhancing DFS’s brand visibility and market share in Mainland China. It showcases innovative methods for Douyin Life Service and its Hong Kong partners to provide customers with relevant shopping experiences, fostering e-commerce revenue and deepening the user experience on the platform.
As part of this strategic alliance, DFS becomes the inaugural Hong Kong merchant allowing customers to effortlessly redeem their cash coupons by displaying the QR code on the Douyin app during their purchases. This seamless payment system eliminates the need for additional app downloads or physical cash coupon printing, contributing to a more convenient and enjoyable shopping experience at DFS stores in Hong Kong.
Long Chiu, Executive Vice President for Global Marketing & Digital Ventures at DFS Group, said, “DFS always remains true to our innovation philosophy, and has long been committed to leveraging technologies to continuously enhance the shopping experience for our customers. At the same time, innovation helps us to create value for our brand partners. We are pleased to have formed an unprecedented cross-border retail partnership with Douyin Life Service, and we are overwhelmed by the enthusiastic responses from Douyin users. The partnership has attracted new customers in Mainland China, a core customer group for us, and generated extra e-commerce revenue for both DFS and Douyin Life Service, setting a successful precedent for more diversified collaborations in the future.”
Don’t overlook the upcoming DFS X Douyin Life Service beauty livestream event, featuring new hosts and even more enticing offers.
For this upcoming event, customers can conveniently redeem cash coupons at DFS’s Hong Kong stores within 3 days of purchase. Douyin users can stay engaged by following the “DFS Global Travel Shopping” account and actively participate in the real-time livestream beauty event. Excitingly, DFS and Douyin Life Service have ambitious plans to extend their collaboration to DFS stores in Macau. This expansion means Douyin users watching livestreaming content can purchase cash coupons valid at Macau DFS stores, broadening the scope and possibilities for their shopping endeavors.
DFS: Your Ultimate Companion in the Realm of Luxury
DFS Group, established in Hong Kong in 1960, stands as the world’s premier luxury travel retailer. Continuously pioneering global luxury travel retail, DFS Group offers a meticulously curated selection of outstanding products from over 750 coveted brands. With a network comprising over 44 stores in 15 major global airports and 21 downtown locations across four continents, as well as affiliate and resort locations, DFS Group is privately held and predominantly owned by the largest luxury conglomerate globally, Moët Hennessy Louis Vuitton (LVMH), in conjunction with DFS co-founder and shareholder Robert Miller. With over 6,000 dedicated employees, DFS Group focuses on crafting inspiring omnichannel retail experiences for its customers. Headquartered in Hong Kong SAR, DFS Group has offices in Australia, Mainland China, France, Indonesia, Italy, Japan, Macau SAR, New Zealand, Singapore, the United Arab Emirates, the United States of America, and Vietnam.
Wednesday, May 1, 2024
Wednesday, May 1, 2024
