01
Product and Campaign Overview
The Red Envelope Reward System
The YouWorld Red Envelope Reward System is a solution that leverages the WeChat Red Envelope marketing tool
(also known as Red Packet, Lucky Money, 红包 Hóngbāo) and allows retailers to send Chinese customers cash rewards in real-time.
The reward system can be used for holiday promotions
and regular marketing campaigns. This is a case study on the jointly launched campaign by YouWorld and Beverly Center, a premier shopping mall in Southern California.
The Campaign
The Red Envelope Reward System was so successful that our client Beverly Center has partnered with us for three consecutive travel seasons to launch promotional campaigns with this system. I managed all three campaigns and have led the improvements from version to version, including optimized reward tiers, more customer touchpoints, and an advanced reward interface.
I will showcase of the campaign that was launched during the 2019 Chinese Lunar New Year travel season. (1/28/2019 - 2/28/2019).
Campaign Timeline
Design, Dev and Campaign Planning: 2 weeks
Campaign Duration: 1 month
Post-Campaign Data Reporting: 2 weeks
My Roles
UI/UX Designer, Product Manager, Project Manager
Disclaimer:
The campaign was co-managed with YouWorld's Account Manager Vivian Yang.
The information disclosed below has been approved by YouWorld's CEO Yuanbo Wang.
02
The Market Landscape and
the Target User's Behavior
1. The Shopping Destination
Los Angeles was the No.1 destination for Chinese tourists for the last three years, with a total of 1.1 million Chinese travelers landing in Los Angeles in 2017 alone. (Los Angeles Times, 2018). Many come here specifically to shop. “Los Angeles is the most convenient gateway from China.” (Lin Wang, director of China market services, National Tour Association)
2. User Shopping Behavior
Chinese travelers spend their money on luxury brands because there is a huge price markup on these goods in China. The relative bargains lead to big dollars spent by the customers: one Chinese tourist spends $6,000-7,000 on average per U.S. trip in 2018, which is about 50% more than the average international traveler to the U.S.
3. User Payment Habit
Chinese millennials are very mobile-first. They rely on mobile phones for everything, especially payment.
WeChat is the No.1 social media platform where they share travel experiences and rely on their phones for payment, coupon collection, and shopping rebates.
03
The Client and Their Needs
Beverly Center is Southern California's premier fashion destination with more than 100 distinctive speciality boutiques reflecting the diverse styles and tastes of Los Angeles, including a paramount portfolio of luxury retailers.
For the 2019 Chinese Lunar New Year,
Beverly Center wanted to launch a promotional campaign because...
Beverly Center needed a promotional campaign to help boost incremental spending for its tenants during Chinese Lunar New Year when there would be a huge wave of Chinese tourists with cash in hand.
Beverly Center wants to know which stores drive the most foot traffic and contributes the most customer transaction.
Beverly Center had recently opened a WeChat official account and needed to gather followers.
Beverly Center wanted to gather more insights into Chinese consumers' shopping behaviour.
04
Set a Goal and Define the Success
05
The Ideation
There are two main ideas in the ideation stage. We planned to involve them together for the solution
Leverage WeChat Red Envelope, the most acceptable shopping rebate method by Chinese customers
Increase touch points, or entry points, for Chinese customers during the campaign
Having those ideas in mind, I have considered different consumer touch points in the pre-trip and on-trip stage to figure out what scenarios the customers would be exposed to information about the Red Envelope Shopping Reward.
Then, I listed out all the product flows based on the touch points I found. My goal was to find an optimized solution that exposes the campaign as much as possible within a limited time and budget, and to collect the most customer shopping information (receipts).
06
The Final Solutions
Finally, after team discussions and client meetings, we decided to use the following user flow
Three User Journeys and the Use of Different QR Codes
The data flow above can be broken down into three user journeys in different stages of the shopping reward redemption process, where each has a unique QR code.
User Journey 1
Customers Check Promotion Details and Store Offers
User Journey 2
Customers Redeem the Shopping Rewards
User Journey 3
Beverly Center Staff Send out the Shopping Rewards
User Journey 1.
Customers Check Promotion Details and Store Offers
Touch Point 1: The In-Mall Poster
Displayed at five locations through out Beverly Center
Sample Poster
Touch Point 2: Tour Guide Display and Memo
We sent out a digital flyer and shopping reward campaign details to the tour guides to let them help promote the campaign.
Sample Flyer
Tour guides can display the flyer to the customers upon arrival
Memo sent to tour guides' WeChat account inviting them to promote the campaign
Touch Point 3: Beverly Center Campaign Landing Page
To increase the penetration and to ensure ease of use, this campaign was conducted via a customized web app, the YWApp, a YouWorld featured product that distributes clients' content to end-users.
This landing page was built to feature the promotion details, as well as the most recommended offers and stores.
Touch Point 4 & 5: Beverly Center Theme Page
and the Tenant Store Page
Those pages are hosted in the YWApp and can be accessed from the campaign landing page.
User Journey 2.
Customers Redeem the Shopping Rewards
Touch Point 6: Concierge Signage and Setup
To get the shopping reward, the customer needs to use WeChat to scan the QR code on this signage to reach the Beverly Center WeChat Official Account.
Sample Signage - front
Sample Signage - back
To maximize the number of receipts collected and the total transaction amount, we designed the following reward tiers:
Customer Instructions
To help customers and staff navigate the process, I provided instructions in both Chinese and English.
Instruction - CN ver.
Instruction - EN ver.
The prints
The on-site view during the campaign
Touch Point 7: WeChat Official Account
I redesigned the Beverly Center WeChat Official Account's menu and welcome message for the campaign. The final flow of the redemption process is as below:
User Journey 3
Beverly Center Staff Send out
the Shopping Rewards
The Red Envelope Shopping Reward
Operation Interface
The Reward System Interface can be operated on client's computers via a webpage with the addition of a scanner. A staff member at Beverly Center’s concierge desk needs to scan the customer’s unique QR code, collect his/her receipt(s), and enter it into the form. Input fields include store and amount.
The input-receipt-data flow
The Transaction List
Staff Instructions
Staff Instructions, similar to the customer instructions, telling staff how to operate the Red Envelope Reward System
Staff Instructions
Troubleshoting Procedure A
(letter size)
Trouble shotting procedure B
(screensize)
07
A little more about Project Management
The QA Process includes four parts:
-
Reward tier testing
-
Equipment testing
-
In-mall QR code data tracking testing
-
Tour guide distribution channel data tracking testing
Daily and Weekly Data Tracking
I pulled out the key metrics (shown below) every day during the campaign because they were important to monitor the reward money burn rate and the campaign performance.
I also generated weekly reports for the client with the key metrics shown below.
I managed the weekly report through Google Sheets and provided the data with the client by sending them a shared link.
Campaign Documentation
All campaign management plans were tracked and documented through Google Sheets.
Final Campaign Report
The one-month campaign was extremely successful. We were able to collect receipts that allowed Beverly Center to account for over 1 million dollars in sales. I worked on the final report shown below:
Based on the excellent result, Beverly Center went on to collaborate with us for the next major Chinese tourist shopping holiday, which is the 2019 Chinese Lunar New Year.
