AN OMNICHANNEL EXPERIENCE
Dr.Ci:Labo reveals O2O Concept Store
Dr. Ci:Labo has partnered with China Duty Free Group to unveil its first O2O concept store at the cdf Haikou International Duty Free Shopping Complex in Hainan.
Omotenashi is the Japanese philosophy of hospitality, which is core to the personalised skincare experience being offered at the boutique. The boutique highlights Dr. Ci:Labo’s clinical heritage and ‘holistic beauty ecosystem’ though combined physical and digital touchpoints.
The O2O Concept store immerses shoppers into the brand universe of Dr. Ci:Labo. They are also introduced to the brand’s Omotenashi spirit by Dr. Shiropy, Dr. Ci:Labo’s mascot. Dr. Shiropy is the digital personification of the brand’s founder, Dr. Shirono.
One of the standout features is a full-height digital screen that takes visitors on a mixed reality journey, powered by a WeChat Mini Program that can be accessed via an in-store QR code. Dr. Shiropy accompanies customers throughout the virtual experience, further solidifying the Omotenashi ethos.
At the boutique, visitors can buy a number travel retail-exclusive releases including several CDF-exclusives. These are led by the hero 377 range and includes bundles and travel retail-exclusive products from the Brightening Series. They can also shop anti-aging sets with a special focus on the ACG Enrich Lift EX.
To drive conversion, shoppers who spend above certain thresholds can participate in a Gashapon-style (coin machine) gifting game. Customers receive different coloured capsules to redeem a range of gift sets which are packaged in red Dr. Ci:Labo pouches. LED mirrors, embossed with Dr. Ci:Labo’s Kumiko Cross, are also available as a special gift with purchase to celebrate the opening.
A Gashapon feature adds a gamification element and offers exclusive gifts
During the recent Chinese New Year festive period, Dr. Ci:Labo launched an ambitious omnichannel campaign at the store. It delivered fresh brand content and offered immersive shopping experiences during the Chinese New Year holiday period.
Inspired by the art of traditional Japanese woodwork, the Dr. Ci:Labo concept store has been given a red and gold makeover complete with Chinese Infinity Knots (中国结) and golden rings.
Travellers played a ‘Spot the Difference’ game via the interactive LED screen to win exclusive vouchers which can be redeemed online for Dr. Ci:Labo purchases at the cdf Haikou International Duty Free Shopping Complex.
Shoppers were able to purchase the Dr. Ci:Labo Chinese New Year travel retail-exclusive gift set at the store and on CDFG’s ecommerce platform. The CDF and Hainan-exclusive sets were wrapped in red ribbons, offering the ideal skincare gift for loved ones during the Lunar New Year holiday period.
For a minimum spend of RMB688 (US$100) in-store or online, shoppers received two sets of Dr. Ci:Labo red envelopes, a branded mini tote bag and a sure-win chance at the Dr. Ci:Labo Gashapon game, where they can win exclusive Dr. Shiropy merchandise.
To extend the campaign’s reach online, Dr. Ci:Labo and CDFG have launched a Lunar New Year WeChat Mini Program which offered lucky draws and gift redemption.
To drive traffic to Dr. Ci:Labo and CDFG’s ecommerce sites, the WeChat Mini Program was advertised on Online Travel Agent (OTA) platform, Tong Cheng. The advertisement encouraged travellers to explore the WeChat Mini Program for a chance to win a full-sized Dr. Ci:Labo Super White 377VC Serum 18g.
The Dr. Ci:Labo concept store was given a Chinese New Year makeover complete with Chinese Infinity Knots (中国结) and golden rings
Clinical heritage and Omotenashi
Its presence at the cdf Haikou superstore, according to Dr. Ci:Labo Regional Business Development Manager Travel Retail Michelle Tong, marks an important milestone in the brand’s expansion strategy. She says: “The opening of the new Haikou O2O store with CDFG is a milestone for us as Hainan is clearly a major travel retail market in terms of fulfilling our three-year expansion plan.
”Our goal is to provide consumers with ease of navigation, personalised skincare, and an experiential shopping experience“
– Michelle Tong
“With over 72 million travellers visiting Hainan last year, this offers huge potential for Dr. Ci:Labo to expand its physical footprint. The time is ripe for us to extend our digital presence from online and offline.
“With travel retail returning to pre-pandemic levels, we believe expanding our physical footprint through a memorable O2O retail store concept will take our Omotenashi experience a step closer to our consumers in Hainan.”
She adds, “Experiential shopping is a growing focus for retailers as they enhance their understanding of how younger Millennials and Gen Z shop. These demographics are more likely to be drawn to brands that engage them using the same digital channels and behaviours that they use on a regular basis.
“Designing a hyperconnected O2O travel retail store not only creates an immersive 360 degree brand showcase but also engages consumers through interactivity and gamification that will bring our clinical brand equity to life via our virtual skin health expert, the AR Shiropy store guide.”
According to Tong, Dr. Ci:Labo’s first-ever O2O concept store aims to elevate the consumer experience with a connected omnichannel ecosystem. She says, “Product exclusivity in the virtual and physical space takes this to the next level. Our goal is to provide consumers with ease of navigation, personalised skincare, and an experiential shopping experience.”
Visitors to the store can buy a range of travel retail-exclusive releases including several CDF-exclusive sets. “Travel retail-exclusive products allow us to differentiate our offerings and generate in-store excitement,” Tong explains. “The new modern design of Dr. Ci:Labo’s travel retail-exclusive products project the premium brand equity of our Omotenashi service, effective skin results and advanced research and science.
“Helming the travel retail-exclusive offer is our cult favourite 377 range which includes a new serum and cream launching this November. We are also launching a CDF-exclusive, which comprises the 377 Serum and 377 Brightening Serum. It is perfect as a gift set for the year-end festive period.
“As sustainability becomes top of mind for many consumers today, we are also upgrading our packaging to FSC certified materials. This is so our consumers have the option to support a healthier planet.”
A targeted advertisement on OTA Tong Cheng drives traffic to Dr. Ci:Labo and CDFG Lunar New Year WeChat Mini Program and ecommerce sites
According to Tong, the O2O concept store underlines Dr. Ci:Labo’s belief in the power of travel retail.
She says: “Travel retail plays a significant role as a brand showcase, driving discovery and awareness among shoppers in Japan, China and other international markets. Seven out of ten shoppers buy a new brand or product for the first time in travel retail. Therefore, it is an important channel for new user acquisition.
“We are also extending our engagement with travel retail shoppers in our core markets of China and Japan where our Dr. Ci:Labo Clinic is present. As a result, travel retail benefits from the halo effect from the core markets, thus creating a virtuous circle,” she adds.
“We are scaling up our O2O retail concept store in key locations and exploring pop-up spaces to present new immersive and interactive installations which engage with global shoppers. We are also looking at expanding into new markets in APAC in the coming years as we build our brand awareness and momentum.”
城野医生O2O概念店亮相海口国际免税城
日本医学美容品牌城野医生（Dr. Ci:Labo）与中免集团合作，在cdf 海口国际免税城推出品牌首家 O2O 概念店。刚刚于10月28日开幕的cdf 海口国际免税城建筑面积28万平方米， 是全球最大的单体免税店。城野医生的新门店提供沉浸式、数字化驱动的购物体验，并以“Omotenashi”的品牌精神为核心。
“Omotenashi” 是日本传统的待客之道，品牌以此为宗旨为顾客提供个性化的护肤体验，同时通过结合实体和数字接触点，突出了其医美传统和“全方位美肌生态系统”理念。步入这间O2O 概念店，顾客能立即沉浸在城野医生的品牌世界中。以品牌创始人城野亲德医生为原型的吉祥物“城野熊医生”还会向访客们介绍“Omotenashi”精神的重要意义。
店内有一面夺人眼球的大型数字屏幕，邀请顾客们开启一段虚实结合的美肌之旅。该体验由一个微信小程序提供支持，可以通过店内二维码访问。“城野熊医生”在整个虚拟体验中一路陪伴，进一步彰显了品牌的“Omotenashi”精神。
即日起至11 月底，顾客们能通过这个虚拟体验玩“SW377”游戏，收集三种成分。成功完成游戏的顾客将获赠“城野熊医生”行李牌，或有机会赢取一瓶城野医生英雄产品 SW377（377明星曜白）的正装。
顾客可在精品店买到旅游零售独家产品，包括多款中免独家产品。其中有377明星曜白系列套装，及以ACG Enrich Lift EX塑颜霜为主打的抗衰老套装。
为了提升转化率，消费达到指定额度的顾客可以参与扭蛋机游戏，以不同颜色的扭蛋兑换一系列以红色化妆袋为包装的礼品套装。为庆祝开业，新店还为购买产品的顾客送出一面带有品牌标识的LED小镜子作为特别礼物。
“O2O 活动是一种吸引消费者的有效方式，能为顾客们提供与众不同的沉浸式体验，” 中免集团采购中心香化商品部总经理王焱表示。“中免集团很高兴与城野医生合作，将线上、线下体验合二为一，赢得cdf海口国际免税城顾客们的关注和好奇心。”
城野医生区域业务发展经理旅游零售 Michelle Tong评论道：“中国消费者对于数字渠道非常精通，我们针对这个重要消费群体设计了一个三年扩张计划，而海南正是该计划中的一个战略市场。通过 O2O 概念扩展品牌的实体足迹，是我们与中免集团合作向前迈出的一步。中免集团在拓展未来零售体验方面的雄心，与城野医生加深数字化发展的愿景不谋而合。”
“我们想要利用新技术为消费者提供颠覆性的创新旅游零售体验，同时以完美无缝的方式为他们带来品牌标志性的‘Omotenashi’服务及临床护肤经验，将线上体验的轻松、便利及互动性，融入线下的实体世界，”她总结道。
Spotlight Series - February 2023