Valtech helps redefine travel retail experiences for Fresh with AI-powered WeChat Mini-Program

Valtech, the experience innovation company, has collaborated with skincare brand Fresh in China to help launch its first travel retail WeChat Mini Program, called “The Fresh Indulgent Voyage” (in Chinese: 馥蕾诗悦享之旅). The program lets consumers explore Fresh travel retail product offerings, personalized services, channel-exclusive gifts and key opinion leader (KOL) recommendations.

The program’s key features

“The Fresh Indulgent Voyage” features an artificial intelligence-powered function called “Mask Finder.” This tool lets users upload a photo and have their skin analyzed. “Mask Finder” then offers personalized face mask recommendations. With that information, customers can evaluate mask options and ultimately build their perfect skincare routine.

The Mini Program’s numerous other features include:

• A dedicated space for KOL recommendations. This feature invites influencers to share travel shopping tips and Fresh product reviews.

• A live-streaming component.

• A store locator.

• Limited-time offers and information about duty-free shopping.

Boosting social commerce

With its dedication to cultivating a thriving community centred around mutual admiration and enthusiasm for all things travel-related, “The Fresh Indulgent Voyage” offers a dedicated space for KOL recommendations. This feature invites influencers to share travel shopping tips and Fresh product reviews.

The WeChat Mini Program also features a live streaming component to augment consumer involvement, reflecting the brand’s commitment to fostering meaningful connections that fortify its top-of-mind position in a dynamic market.

To help launch the Mini Program, Fresh joined forces with leading Chinese business-to- consumer platform Globuy for a sampling drive campaign. This ran from September 27, 2023, to October 27, 2023, on social media and ecommerce platforms WeChat and RED.

The campaign was designed to boost user-generated content and enhance social media engagement for the WeChat Mini Program. It strategically aligned with Chinese Golden Week for maximum impact, and generated more than 100,000 engagements on WeChat and RED.

Online to offline conversion

The Fresh travel retail Mini Program is constantly updated with product information, limited-time coupons, product samples and duty-free shopping information. Users can peruse Fresh offerings from top sellers to new releases, and a selection of travel retail-exclusive gift sets.

Newly registered members are offered a complimentary Traveling Skincare Experiential Gift, which encourages them to physically visit Fresh travel retail stores. Through this, customers can redeem samples of popular products at Fresh duty-free counters.

The Mini Program also has a store locator function, which effectively guides online visitors to offline venues, elevating the brand’s O2O customer experience.

The power of digital transformation

Fresh recognises the paramount importance of digital transformation in today’s evolving landscape, and we are committed to continuously pushing the boundaries of innovation to meet the changing needs of travelling consumers. At Fresh, we push the boundaries of discovery with our innovative, sensorial products. We keep the same spirit as we push further into the digital world, so that we can continue to inspire our community in distinctive ways.

— Ariel Yak, General Manager Travel Retail Asia Pacific at Fresh

By embracing uprising digital channels and technologies, we aim to create seamless and personalised experiences, allowing consumers to experience the brand in a whole new way.

— Caroll Li, Marketing Director Global Travel Retail at Fresh

The travel retail Mini Program revolutionises how consumers explore and purchase duty free products, offering them the flexibility they crave. This innovative channel provides a means for brands to achieve ‘hyper-personalisation,’ tailoring recommendations and services to enhance brand awareness and loyalty.

— Clement Ledormeur, General Manager at Valtech

About Valtech

Valtech is the experience innovation company that exists to unlock a better way to experience the world. With a focus on delivering exceptional business results, we empower brands to leap ahead of the competition and go beyond best practices. By blending crafts, categories, and cultures, our global team of 6,000 professionals in more than 60 offices worldwide help brands unlock value in a digitally accelerated world. It’s at the intersection of insights and perspectives where we leverage the power of data, AI, creativity, and technology to achieve experience innovation for many of the world’s best-known brands, including L’Oreal, Mars, Audi, P&G, Volkswagen, and Dolby. See our work at Valtech.com.