Success Story
Mannings
Mannings partners with Appier to precisely acquire high-value shoppers and drive personalized engagement with consistent ROAS growth, and double CVR during Double 11 Campaigns
Mannings, a leading health and beauty retailer in Hong Kong, partnered with Appier for AI-driven marketing, achieving a highly performing and effective personalization. The collaboration with AIXON and AIXPERT has led to a 66% boost in ROAS. In addition, Mannings leveraged AIXON and AIQUA to drive Enjoy Card Day campaign, a recurring campaign leveraging prediction list to drive more than 100% CVR improvement compared to general audiences, and 100% boost in CVR in web improvement during Double 11. The shift from traditional to advanced AI-based recommendation models positioned Mannings ahead in customer engagement and satisfaction.
About Mannings
Mannings is Hong Kong's largest health and beauty product chain store providing health care, personal care, skin care and baby products. As at December 2023, there are over 400p Mannings stores in Hong Kong, Macau and Chinese mainland. Mannings is recognized as "No.1 Most Preferred Brand1" in Hong Kong for two consecutive years (2021-2022), and “Quality Service Retailer of the Year- Personal Care Products Category2” for 12 consecutive years (2011 to 2022).
- Industry: Health and Beauty
- Company Size: Over 400 stores
- Location: Hong Kong, Macau and Chinese mainland
-
Goal:
(1) Acquire high-value shoppers with advanced predictions and AI-generated keywords & interested
(2) To deliver cross-channel personalized experience for higher conversion
Before their partnership with Appier, Mannings was exploring ways to improve their marketing approach, focusing on understanding and reaching their customers more effectively. They sought innovative AI solutions to enhance customer engagement and were interested in leveraging new technologies to achieve better market segmentation and customer insights. This pursuit was driven by the goal of offering more personalized experiences and improving overall customer satisfaction and loyalty.
Goal 1 Acquire high-value shoppers with advanced predictions and AI-generated keywords & interests
Mannings encountered challenges stemming from limited segmentation of customer tags, leading to escalated user acquisition costs. In their proactive pursuit of an efficient strategy to anticipate user insights and secure high-quality leads, Mannings opted for the solution provided by AIXON.
AIXON empowers Mannings to precisely target high-value individuals by seamlessly integrating their first-party data with Appier's extensive database. Through this collaboration, AIXON efficiently predicts user personas based on behaviors, demographics, and interests, including beauty, weight loss, and health.
In Mannings' strategy, the Campaign Automation Cloud AIXPERT strategically leverages the valuable user data obtained through AIXON. This synergy results in an 66% surge in ROAS[1] with new registrations and sales. AIXPERT plays a pivotal role in optimizing and automating advertisements, ensuring that Mannings not only reaches its customers but also effectively converts the right audience from paid channels.
Goal 2 To deliver cross-channel personalized experience for higher CVR
As Hong Kong's largest health and beauty product chain store, Mannings actively seeks an effective AI solution to precisely target customers and drive CVR with personalized engagement. Utilizing AIXON's prediction feature, AIQUA can leverage AI to differentiate users based on their future purchase potential and formulate personalized omni-channel marketing strategies by different groups. Comparing the high-purchase potential group with the overall audience, the integration has demonstrated success, achieving a 100% uplift in CVR[2] Improvement. Additionally, the In-Web functionalities significantly contributed to a 100% increase in web CVR[3] during the Double 11 Campaign on Mannings as well.
On the other hand, to predict consumer behavior more accurately, Mannings implemented AIQUA recommendation models to optimize targeting and enhance overall marketing effectiveness. AIQUA recommendation models can deliver users’ favorite products directly to them. For example, its on-site recommendations flexibly reach across different pages, addressing users’ needs, whether they are browsing the home page or checking out specific products.
This success is a big change from how Mannings used to rely on a traditional recommendation system that only focused on CTR, limiting its ability to turn user engagement into actual sales. Now, with AIQUA's recommendation model, Mannings is capable of optimizing CVR effectively. This not only adds real value but also puts Mannings ahead of competitors.
[1] The 66% ROAS increase is driven by CVS campaigns,one of the seasonal campaigns driving purchases through stimulus vouchers issued by the Hong Kong government. The ROAS performance is compared with the ads performed by other agencies, showcasing Appier’s AI can capture users’ behavior and outperform with less operation efforts.
[2] The 100% uplift in CVR can be attributed to a targeted Enjoy Card Day campaign leveraging a user list generated by AIXON Prediction. This exclusive list, including users with a higher likelihood of making a purchase, outperformed a generic user list that did not include AIXON Prediction users. This compelling comparison illustrates the superior accuracy of the AI-generated list in driving campaign success.
[3] The 100% conversion rate (CVR) increase in web improvement indicates the percentage by which consumer CVR has increased as a result of the AIQUA in-web campaign compared to before the use of AIQUA.