Crafting Effective Ad-Hoc Campaigns
Strategies for Mooncake Sales Success
Total Revenue in a single campaign
Total Orders in a single campaign
Summary
Mr. Durian HK aims to leverage the Mooncake Festival to boost revenue but lacked a landing page, requiring a last-minute solution. With KlikNRoll, they developed a versatile, instantly-activatable landing page for both public and corporate audiences and generated voucher sales to enhance their mooncake offerings.
Challenges
With the Mooncake Festival approaching, Mr. Durian HK aimed to sell their mooncakes online but lacked an e-commerce website and needed a last-minute landing page. They also faced challenges due to the shorter shelf life of their all-natural mooncakes, especially for online orders. Since these mooncakes are often gifted, ensuring their freshness is essential. Moreover, Mr. Durian offers special discounts for corporate bulk purchases, complicating the management of public and corporate promotions without overlap.
Mr. Durian HK uses the Order Management System (Click2Shop) to set up an adaptable landing page for their ad-hoc mooncake campaign. This landing page allows customers to purchase mooncakes directly from the e-commerce store. Additionally, customers can buy mooncake vouchers to gift friends, who can then redeem the vouchers at a nearby branch to ensure the mooncakes remain fresh.
Mr. Durian HK can manage their vouchers from generation and distribution to redemption using the Voucher Management System (Click2Redeem). When a customer makes a purchase, a product voucher is sent to them via email, and they can then forward this voucher QR code as a gift. Upon redemption, customers simply scan the QR code to redeem their mooncake, and the backend system automatically updates the record to prevent voucher abuse.
To promote their mooncakes, Mr. Durian HK leverages promotional features in the system, including early bird sales, a 10% discount on five or more boxes, and free shipping with a minimum spend of HKD 800. These strategies effectively increased campaign revenue within a month.
To cater to both corporate and public customers, Mr. Durian HK launched two separate campaigns. This approach prevents interference between promotions and effectively targets each customer segment. Additionally, Mr. Durian offers extra discounts for corporate purchases with a minimum order of 20 to 50 units.
With Click2Shop, customers can choose between pick-up or delivery options. Given Mr. Durian HK's numerous branches, the system offers the convenience of multi-location pick-up services.
