Customer journey mapping
Customer journeys were mapped for each market and persona, taking in local nuances to differentiate the program.
SK-II were looking to attract a new generation of customers to their products, through a renewed, digital-first member program that increased retention, drove customer relationships, and provided a foundation for the future of the business.
The existing program was a manual, offline process with diminishing levels of customer engagement across key markets of Japan and mainland China.
The new member program and CRM would need to reverse this trend, increasing repeat purchases by 25-30% in each market, as well as improved metrics around:
Customer journeys were mapped for each market and persona, taking in local nuances to differentiate the program.
Together with our IPG partners Huge, we conducted a series of research activities that identified an increase in socially conscious purchasing behaviours by SK-II’s target customers.
SK-II had also committed to making Zero Waste Japan a reality, working with local NPO/NGOs, and were looking for a way to bring their customers on this journey.
We facilitated discussions with SK-II teams to put these business objectives and insights at the core of the new member program, using sustainable behavioural nudges to deliver impact at scale.
The member program was designed to allow customers to contribute to SK-II’s social and environmental goals through in-app actions that donate their points to specific local causes and impact initiatives in each market.
This included an end-to-end development of the program, with our team focusing on strategy and Huge leading technology and design, including:
A series of prototypes and assets from the development of the platform.
The SK-II Now member program has become a critical part of their brand experience, with the program launching as a beta in Japan through Line, then being adapted for China through WeChat.
This country specific approach was a critical part of the experience, with local platforms and nuances changing the design of both the messaging journey and impact initiatives available to customers.
The Japan beta launch had over 100,000 customers join in the first two months, and continues to grow and evolve.
Learn more about the program and sign up at SK-II Now.
