Global travel retailer DFS conducted its first in-store livestreaming event on 18 August, boasting ‘outstanding results’. Streamed over WeChat and featuring some of the most sought-after beauty and cosmetics products, the hour-long flash sale generated more than 50,000 views, over 30,000 likes, nearly 6,000 comments, 12,000 product click-throughs and 2,500 shares.
Hosted in T Galleria by DFS, Tsimshatsui East, sales during the event topped the daily record achieved in beauty by any of DFS’ Hong Kong stores.
The event featured more than 50 ‘hot products’ for customers to pre-order and pick up inside the store within a limited shopping window whilst earning extra discounts and gifts. Eight of the products were unveiled by the event hosts, consisting of skincare, cosmetics and fragrances.
“Livestreaming has become one of China’s most popular ecommerce trends, accelerated by the Covid-19 crisis,” said Christophe Marque, DFS Executive Vice President Global Marketing and Beauty Merchandising.
“It is fun for us and for our audience, but also a great way to engage our customers while they are unable to travel. To achieve these results in only one hour is fantastic, and we look forward to hosting more live-streaming events to excite and reward our loyal customers.”
The company is significantly strengthening its digital capabilities for its Chinese customers, as evidenced by its recent acquisition of a 22% stake in Shenzhen Duty Free Ecommerce Co, which is majority-owned by Shenzhen Duty Free Group.
TEAM MANAGEMENT CHANGES IN SPIRITS, WINE, TOBACCO, FOOD & GIFTS
Meanwhile, TRBusiness understands that there has been some personnel changes in the DFS leadership team for Spirits, Wine, Tobacco, Food & Gifts.
Lina Chan, Merchandising Director of Spirits, Wine, Tobacco, Food & Gifts, has now left the company (as of 31 July) and Marque – referred to above – will now lead the DFS Marketing team, while maintaining his SVP leadership of the Beauty business.
David Chan, currently VP of Planning for Spirits, Wine, Tobacco, Food & Gifts, will expand his role into the SWTFG Merchandising function. He will lead both the Merchandising and Planning teams for SWTFG.
David will report to Ariel Gentzbourger, EVP Global Merchandising, and Vinay Lamba, SVP Global Planning & Supply Chain.
Asia & Pacific,
Asia & Pacific,