How UNIQLO China cracked Singles’ Day with ‘online to offline’ retail

Anna Hamill

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

Singles’ Day is not only the biggest day for retailers in China, but the biggest e-commerce extravaganza in the world. For brands looking to connect with Chinese consumers bring bombarded with discounts and deals, the pressure is high to get it right.

Not only that, but for bricks-and-mortar retailers, there’s an added challenge: no company wants their physical retail stores completely empty on the big day as shoppers wait online for the next discount.

For UNIQLO, China’s most popular apparel brand, its priority was not only to continue its huge presence online for Singles’ Day – in 2016,...

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