Driving Sales Among Chinese Tourists Creates Record Breaking Year

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Beverly Center, a leading luxury shopping destination in Los Angeles, was seeking to increase its sales with Chinese tourists and Chinese consumers.They wanted more than just a quick fix. They reached out to CLA to develop a multi-year, comprehensive strategy for marketing to and acquiring more Chinese Customers.

CHALLENGE

Chinese tourists are an integral part of the Beverly Center. Keeping the customers they have but also stepping up their game was the challenge. How do they stay relevant in the marketplace and also reach more of this coveted target audience?

SOLUTION

CLA conducted a wide-ranging research and assessment project, analyzing Beverly Center’s opportunity in the marketplace.  We developed a multi-year strategy to increase sales with Chinese consumers. CLA has worked closely with Beverly Center for more than four years to execute one of the leading Chinese consumer strategies in the United States, including on-site service, advanced digital platforms, influencer/celebrity engagement, media relations, media partnerships and travel trade management.

RESULTS

Beverly Center has realized a return on its investment ranging from 17X to 40X and has secured double to triple digit growth of Chinese consumer spending every year since working with CLA. As a result of this program, Chinese tourists now spend more than 4X the center’s average customer and 12X that of the average US shopper. The Center has been recognized as a leader in serving Chinese tourists, with significant media attention and recognition with features on the China program from LA Times, LA Business Journal, Forbes and FORTUNE, among other publications. Beverly Center recently won a Gold SASI award and Best in Show for its Lunar New Year WeChat Sticker Campaign in 2018 from Shop America which recognizes shopping and cultural tourism marketing excellence.