Welcome back to weekend coffee chats, where we discuss different topics from life as a young professional in corporate all the way to businesses, social media, books, and coffee. We ask questions and dive to learn, so grab your favorite beverage and join us.
This week let’s talk about some things I’ve found interesting, these are all personal findings from taking a walk, being at the mall, to going grocery shopping. Nothing is sponsored or promoted.
First a cool promotion I found clever. It’s the Clarins young age entree range that’s a third of the price of the other ranges and gets them, customers, early on. It’s smart to get young customers that have no idea what differentiates this brand from others. Also, the promotions they’ve been doing for them are well priced. For around 27$ you get 3 small products to try and they have pop-ups where you can try the products and talk to the sales agents who are well informed. Their free samples with purchase are also genius, as you try new products at home and once you like them you go back to buy more (then they give you new samples and the cycle continues). To give things proper context, this was a promo in an EMEA market and in a diverse city. Why should we care?
- companies/ small businesses: we can learn from them, those promotions are fantastic and can work for other areas rather than only skincare. Turns out they’ve been doing a lot of work as well digitally. Links to the case studies added below. To be clear though I only experienced the in-store stuff as a normal customer.
- customers: we can pause to check and ask, to take full advantage of such promotions. I remember pausing to check the popup and ask for the price and my sister saying its a waste of time as it must be hundreds of dollars in value, but was happily surprised when she learned it was 27$. We rarely stop for pop-ups but turns out done right they can have a good promotional value or just provide more info on a brand/product we’ve seen somewhere but not sure about
Another one is bookshops adding the “TikTok section” or “TikTok made me do it” section to their stores! I love it so much. It means that a business is quickly learning and integrating, or listening to the staff’s input and ideas which is phenomenal. Whichever employee suggested this, deserves a promotion and a strategic role.
Not only is it great for the business, but it also helps the customer have a more enjoyable experience. They don’t need to ask anyone and can go around looking at the multiple options and comparing them. (if you don’t know anything about this young generation, the one thing to keep in mind is they don’t like small talk). It just put a smile on my face to see that section.
Maybe a next step would be to invite native booktok community icons to either book signing or book reading sessions at your bookstore. Especially in EMEA, those events are rare compared to US and Europe while they could prove valuable. If there’s not enough space in the store, the event can be virtual on the creators’ account or the bookshop’s TikTok account, and the joiners have to buy tickets or it could be free just for the publicity depending on the needs of that bookstore. (publicity, money, collaborations, etc..)
Let me know in the comments what’s something you saw that you found interesting, as I love to hear from you all!
Don’t forget to follow “@weekendcoffeechats” on Instagram to get notified when a new post drops. Till next time 🙂 !
Disclaimer: None of this information is to be used as advice, it’s just for entertainment purposes. Additionally, all information used is publicly available. None of the information is sponsored or paid for.
References for Clarins online case study links:
digital promotions: https://www.wunderkind.co/blog/article/how-clarins-built-a-full-funnel-customer-journey-with-tinyclues-wunderkind/
gamification digital promotion https://martechseries.com/mts-insights/guest-authors/the-growing-need-for-gamification-in-ecommerce-clarins-success-story/
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