Eurostars partnered with The Master Channel to leverage the traditional sample distribution campaign by integrating QR code scanning technology into the customer engagement journey.
About Eurostars
Eurostars is one of the leading brands in the import and distribution of genuine imported cosmetics in Vietnam. With the mission to become a professional distributor and a reliable bridge between European manufacturers and Vietnamese customers, Eurostars is committed to providing high-quality, safe products that meet international standards.
With over 20 years of development, Eurostars has maintained its leading position in the market for personal care products such as shower gels, creams, and perfumes under the brands Tesori d’Oriente, Leocrema, Deonica, Milanogica, and Vidal. With its reputation and service quality, Eurostars is increasingly asserting its position in the Vietnamese cosmetics market, becoming the trusted choice for millions of customers.
Challenges
Sample distribution programs in the FMCG industry (Personal care segment) are no longer unfamiliar to beauty lovers. This method is often used by businesses to attract consumer attention to new products. This presents a challenge not only for Eurostars but also for other brands in the beauty industry to continually innovate and improve in order to create unique campaigns that leave a positive impression on customers.
Additionally, the rise of e-commerce and the continuous growth of social media platforms have significantly impacted consumer shopping behavior, with a growing trend toward online shopping. This presents both an opportunity and a challenge for Eurostars to reach a broader audience and enhance brand recognition by leveraging the convenience and shareability of online platforms. Let’s explore how Eurostars has implemented and measured the effectiveness of its O2O sample distribution campaign with optimal costs.
Sample Distribution Solution with The Master Channel
In collaboration with The Master Channel, Eurostars launched a sample distribution campaign that not only attracted customers to offline stores and encouraged them to buy, but also created an opportunity to build a loyal and engaged community around the brand in the highly competitive FMCG industry (Personal care segment).
*Launched in June 2022, The Master Channel is a concept pioneered by PhD. Đinh Mộng Kha. It is defined as a methodology and toolset designed to elevate marketing campaigns through Zalo, centered on four key pillars: Channel, Experience, Warm, and Educate. By integrating The Master Channel into their marketing efforts, businesses can easily achieve their goals of data collection and fostering long-term customer engagement. This is made possible through its creative, fast, and innovative approach to campaign execution, including sample and voucher distribution, Gamifying The Master Channel,…
Implementing the O2O Sample Distribution Campaign with The Master Channel
Leveraging the excitement of the new showroom opening, Eurostars launched a sample distribution campaign that combined both online and offline channels to maximize coverage and enhance campaign effectiveness.
Customers could join the program through posts on Eurostars’ social media channels or by scanning QR codes at the store.
After clicking the registration link and scanning the QR code, customers were directed to participate in a survey, fill in their information, and follow brand’s OA for a chance to receive free gifts such as shower gel, shampoo, etc., from Eurostars. All actions took place seamlessly on the Zalo Mini App, providing customers with a quick and convenient sample request experience.
Each time customers submit their information, it creates an opportunity for Eurostars to re-engage with them and maintain interaction to nurture them into loyal brand customers.
In addition, with The Master Channel’s solution, Eurostars can send quick reminders to customers, encouraging them to visit offline stores to collect their samples. This helps increase conversion rates and drive sales with in-store shopping vouchers.
Sample Distribution More Attractive with the “Trade Old for New” Program
With the innovative “Thu gom vỏ cũ – Nhận quà mới” program, Eurostars launched a sample distribution campaign to thank customers for the milestone of selling the 20,000,000th product. This not only helps Eurostars increase the visibility of its “green brand” in the eyes of customers but also enhances the sample experience for them:
Similar to the sample distribution method mentioned earlier, the solution with The Master Channel simplifies the sample request process without the need for OTP integration, creating a quick and seamless experience. Customers only need to quickly register their information, such as name and phone number (auto-filled by Zalo), to receive a QR code and a 30% discount voucher. They can bring this QR code to Eurostars stores to participate in the “Collect Old Packaging – Receive New Gifts” program and receive the voucher immediately.
The QR code scanning, information filling, and sample request process not only provide a seamless experience for customers but also offer convenience for Eurostars staff. All sample request data for each customer is securely stored in The Master Channel’s system, ensuring transparency and easy tracking without complicated verification steps. This allows Eurostars to fully understand the data journey and create reasonable re-engagement strategies to optimize campaign performance.
Benefits of Implementing the Campaign with The Master Channel:
Leveraging the traditional sample distribution campaign by utilizing QR code scanning technology in customer engagement, The Master Channel’s sample distribution solution has helped Eurostars:
- Improved PG (Promotion Girl) Performance: The Master Channel provides detailed reports on the number of samples distributed, the distribution points/PGs, and the peak distribution times during the day, making it easier for the company to manage and monitor the performance of the PG team by time slots.
- Reduced Data Entry Risks: Thanks to QR code scanning technology, customer information is collected and verified in real-time. Customers no longer need to wait in line to provide information or wait for PGs to enter the data, reducing errors and optimizing the customer experience.
- Enhanced Customer Experience: By simply scanning the QR code and quickly filling in their information on the Zalo Mini App, customers can instantly receive their samples. There is no need to wait in line to fill in details or wait for PGs to check inventory. This streamlined process improves the sample request experience, increasing customer satisfaction with the business.
- Increased Opportunities for long-term relationships with Customers: With the growing number of followers on Zalo OA, businesses can maintain regular interactions with customers through promotional programs and attractive offers. This helps build long-term relationships and convert potential customers into loyal ones. This is a long-term, sustainable strategy for growth and development for any business.
Results
By collaborating to implement The Master Channel, alongside the efforts and determination from the Eurostars team, we achieved some impressive goals:
Over 20% Growth in Zalo OA Followers
During the campaign, the company got more than a 20% increase in followers on the Zalo platform. This is a clear testament to the ability to expand the potential customer network, helping the brand create additional important touchpoints in the customer engagement and care journey.
Conversion Rate Increased by Up to 80%
Eurostars achieved an impressive conversion rate of up to 80% between the number of people who registered online and the number who actually visited the store to collect samples. This opens up opportunities for the company to drive sales and enhance conversion rates at the point of sale.
Over 11,099 Interactions
This figure reflects the strong interest and active participation from customers in the program, not only contributing to increased brand awareness in the beauty sector but also providing a valuable opportunity to collect feedback, improve strategies, and build sustainable relationships with customers.
