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Kiehl’s “Live” Window Marketing

Kiehl's "LIVE" Window Marketing. Definition of marketing from The Chartered Institute of Marketing (CIM). Re-evaluating the role of marketing. In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as: "The management process responsible for identifying, anticipating and satisfying customer requirements profitably."

Kiehl's "LIVE" Window Marketing via the direct interaction with "LIVE" mannequins. Marketing has been described by The Chartered Institute of Marketing (CIM) as: "The management process responsible for identifying, anticipating and satisfying customer requirements profitably."

Kiehl’s is a premium American cosmetics brand retailer, founded in New York City’s East Village in 1851. It currently has stores worldwide and is owned since 2000 by the L’Oréal cosmetics group. Kiehl’s specializes in making premium skin, hair, and body care products, and its formulas utilize extensive herbal and pharmaceutical knowledge passed on through generations of manufacture. Source: Wikipedia.

Kiehl’s was first launched in Malaysia in 2007 with its first store in the Pavilion, Kuala Lumpur. Now it has stores in Isetan KLCC, 1 Utama, Mid Valley Megamall and soon in Bangsar Shopping Centre. Kiehl’s is probably one of the few premium brands that do not spend any marketing dollar on advertisements. As it is a brand that is true to it’s founder belief that true marketing comes from “word of mouth”. In Malaysia, Kiehl’s is often associated with nature and the green movement for the environments.

In its quest to introduce the brand to the Malaysian public, Kiehl’s has undertook a very unique marketing strategy whereby it has set up “Live” Window and “Live” Glass Cubicle in shopping complexes manned by “Live” mannequin to showcase the historic pharmaceutical heritage of the brand. These “Live” shows were usually perform by “mime mannequins” and they are usually accompanied by Mr. Bones, the iconic “skeleton-man” that is present in every Kiehl’s store in Malaysia. These “Live” Windows performances usually attracted quite a lot of viewership and glances from passing shoppers, especially during the weekend.

The surprising outcomes of this unique “Live” Window were the translated sales from this “eye-balls” pulling exercises. At the end of the day, what matter most is the success of this “Live” windows in converting the idea into profitable sales and at the same time informing the Malaysian public on the existence of Kiehl’s and its range of products. For a brand without any advertising dollar, it is indeed doing very well in the Malaysian market place, due partly to its high quality products and partly due to its ingenious marketing program.

Another Kiehl's "LIVE" Window cubicle in Mid Valley Megamall.

Kiehl's "LIVE" Window cubicle at the Mid Valley Megamall.

Real actor interact with the audience during the "LIVE" window session.

Mime mannequin interacts with the audience during the "LIVE" window session.

Interaction between the actors and the audiences at the “LIVE” window, ignited a flash point when a brand strikes an emotional bond with a consumer.

Interaction between the mannequins and the audiences at the “LIVE” Window session provides a flash point when a brand strikes an emotional bond with the consumer.

Interaction between the actors and the audiences at the “LIVE” window, ignited a flash point when a brand strikes an emotional bond with a consumer.

The publicity generated by the "LIVE" Window session is enough to justify the marketing dollar spent on the program.

Comments

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