A niche fragrance brand was in a position to consolidate its presence in China and in travel retail throughout Asia. For this iconic brand, the mission was to heighten its appeal with new customers, using a high-level brand experience created by its marketing team.
Challenge: To integrate relevant cultural references into training assets for a brand experience, and to communicate them effectively to an Asian audience
Founded in Europe, our client’s brand needed training assets that perfectly expressed its brand experience. They also wanted to create assets that would balance European and Asian mindsets.
“I’ve known for a long time that the training assets we usually develop for a roll-out in Western markets would not have the same impact on those with an Asian mindset, whose cultural references are different,” said our client’s Retail Education Director.
That’s why our client was looking for a partner who could integrate relevant cultural references into its training assets, making it simple to communicate to an Asian audience, and easy to convey in a train-the-trainer programme.
“I was convinced I needed a solid partner in Asia who delivers a high-value offer in brand experience training,” said our client.
Solution: A daring and impactful retail book collection
Our client was already familiar with our sister company, Retail Factory, and was aware of their high-value offer in brand experience training. Knowing that Bienvenue Factory is Retail Factory’s partner in Asia, our client decided to get in touch with us.
“Our vision is to connect even more with Asian audience mindsets. First, our regional staff, and then our customers,” they told us.
Fully briefed on their intentions, the Bienvenue Factory team proposed a daring and impactful retail book collection – one that was built at the crossroads of emotions, brand codes and client approach, and that perfectly balances European and Asian mindsets.
Results and benefits: Craft a fresh approach to training with innovative materials
The training assets and train-the-trainer programme took four months to successfully roll out. Every employee was ready before the launch of the collection.
“I realised that the training assets and the train-the-trainer programme needed to be innovative,” said the client. “When we initially contacted Bienvenue Factory, we couldn’t have imagined that we would challenge things as much as we did. In the end, we rolled out the perfect transcription of our marketing message to 400+ retail staff, as well as the people on the floor.”
Conclusion:
After successfully delivering the retail collection book and train-the-trainer programme to across China and their travel retail teams in Asia, our client asked Bienvenue Factory to train the teams in their first store in Singapore.
With our on-the-ground know-how, Bienvenue Factory can support your retail strategy by adapting your brand assets and client approach to Asian markets.
Got questions about brand experience and successful customer journey? Get in touch!