Campaign details

Brand owner: UNIQLO
Lead agency: Mindshare
Country: China
Industries: Clothing & fashion retail
Media channels: Online display, Point-of-purchase, in-store, Sales promotion
Budget: 1 - 3 million

Executive summary

Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally – bigger than Amazon Prime Day, Black Friday and Cyber Monday combined in the US.

UNIQLO has always been a big winner on Singles' Day, and even broke US$15 million within one minute. But this volume came at a low margin. So, to help boost margins and build direct customer relationships for 2017, UNIQLO took a less conventional approach – diverting Alibaba traffic to its 500 physical stores.

Using years of shopper insights and deep category understanding, UNIQLO identified the top five product lines from those that sell well in-store but fare poorly online. Coupons with 'lower in-store prices' were targeted to consumers who put these products in their carts but had not bought them and those who browsed similar items from competitors. When consumers were close to a UNIQLO store, the coupon value dynamically increased, and shoppers were treated with smart shop assistants and speedy in-store checkout.