How Rémy Cointreau Boosted ROI with Tmall Data and Campaign Optimization

Introduction

Rémy Martin, a premium brandy under the Rémy Cointreau group, noticed a decline in market share in China, particularly when compared to competitors Martell and Hennessy. In order to reverse this trend and regain lost market share, the CEO of Rémy Martin China turned to Chaoly for assistance. The goal was to analyze their performance and identify opportunities for growth across Tmall and JD.com, their key eCommerce platforms.

The Challenge

Rémy Martin’s challenge was twofold: declining market share and inefficiencies in its digital marketing campaigns. The brand needed to optimize its ad spend, identify high-converting products, and improve overall campaign performance on Tmall and JD.com. Additionally, it was essential to understand the effectiveness of price promotions and whether they contributed to driving sales.

The key objectives were to:

1. Optimize ad spend by shifting focus towards higher-converting products.
2. Assess the effectiveness of price promotions on sales.
3. Leverage data from Tmall and JD to guide campaign decisions.
4. Maximize the ROI of their eCommerce advertising efforts.

The Objective

Chaoly was tasked with delivering a comprehensive performance audit and providing actionable insights to help Rémy Martin:

1. Reallocate advertising budget to the most effective tools.
2. Identify opportunities for higher returns through campaign optimization and better use of eCommerce data.
3. Improve transparency and communication with their Tmall Partner to ensure effective campaign execution.

The Solution: Campaign Optimization with Data-Driven Insights

Tmall ROI Audit and Data Analysis

Chaoly conducted a detailed audit of Rémy Martin’s Tmall and JD.com stores, analyzing key performance metrics such as traffic, conversion rates, and ad spend efficiency. The analysis revealed several areas for improvement:

• Price Promotions: Data showed the effect of price promotions on sales volumes.
• Geographic Targeting: Analysis of social media followers on Weibo revealed untapped geographic segments that could be targeted on eCommerce platforms like Tmall and JD.
• Ad Spend Allocation: Chaoly identified that budget was being spent on low-converting products, and there was an opportunity to redirect this spend towards top-performing products in the portfolio.

Campaign Optimization through Digital Experimentation

Chaoly’s team suggested digital experiments to validate campaign optimizations, focusing on identifying which products, price points, and slogans resonated most with target audiences. A/B testing and data analysis helped identify:

• Which products were driving the most conversions.
• Optimal pricing strategies to improve sales without relying on ineffective promotions.
• How to redirect ad spend to products with higher ROI.

3. Social Listening for Brand Sentiment Chaoly employed social listening across platforms like Weibo and WeChat to understand consumer sentiment around Rémy Martin. The analysis provided insights into how consumers were engaging with the brand and helped identify potential opportunities to better target specific audience segments, particularly in regions where engagement was higher than expected.

Implementation and Results

The insights provided by Chaoly helped Rémy Martin’s eCommerce team to:

1. Reallocate Ad Spend: Rémy Martin shifted its advertising budget towards higher-converting products, which resulted in a more efficient use of resources and a significant increase in ROI on both Tmall and JD.com.
2. Optimize Campaigns: Through the suggested campaign optimizations and digital experiments, Rémy Martin improved its performance on key platforms. The eCommerce team was able to better target high-opportunity geographic regions and audiences, driving increased engagement and sales.
3. Enhance Transparency and Control: Chaoly’s audit gave Rémy Martin a clearer understanding of its Tmall Partner’s performance, allowing for better collaboration and more informed decision-making on where to focus future campaigns.

Quantifiable Success

Improved ROI: By reallocating ad spend and optimizing campaigns, Chaoly helped Rémy Martin improve its ROI on Tmall within three months.

Higher-Converting Campaigns: The digital experiments revealed key insights into which products and price points were driving the highest conversions, allowing the brand to fine-tune its campaigns and improve overall performance.

Expanded Reach: The insights from social listening helped Rémy Martin target untapped geographic regions, increasing its brand presence and engagement in key areas in China.

Conclusion

Chaoly’s data-driven approach helped Rémy Martin regain lost market share by optimizing its Tmall campaigns and reworking its digital advertising strategy. Through in-depth data analysis, social listening, and digital experimentation, Rémy Martin was able to shift its focus towards more effective advertising, improving overall performance on its key eCommerce platforms. This success story highlights the importance of precise campaign optimization and the use of real-time data to drive growth in the competitive Chinese market.