Growing sales is an important goal for every retailer. How do you do it in a foreign country and a huge market where you are relatively unknown? How do you leverage social and mobile media? If you are thinking along the lines of conventional strategies such as run promotions using social media and create a contest, think again. In the Chinese market, Uniqlo, the Japanese fast fashion retailer, used a simple but powerful idea, comprising the following principles.
- Be relevant to everyday life of shoppers through social and mobile media.
- Use physical stores to let shoppers try out its clothes, take selfies and pictures against exotic backgrounds, and share with their friends.
- Create buzz and excitement around the brand through fun associations.
The results were impressive; WeChat (China’s ubiquitous social mobile app), users doubled and sales of some items rose by as much as 30%.
Lessons learned? Be relevant, keep it simple, and think different.