The YiZhiJi Brand
YizhiJi is modern, elegant and sexy. The beauty and cosmetics brand launched by a French founder, Laurent Taisne, has the ambition to disrupt the beauty industry in China with its high-designed, connected and ultra-personalized lipsticks. Aiming to provide their audience with an one-and-only user experience, they would like to bring quality, sustainability and personalization to empower women's beauty.
The Mini Program Journey
When entering the Mini Program, the user is totally immersed in the YiZhiJi fancy universe. The Homepage is designed with a slider including five different slides. The two first ones are videos showcasing the lipstick with catchy and sexy music.
SCAN YIZHIJI MINI PROGRAM QR CODE TO ACCESS TO IT :
On the following slides, YiZhiJi’s offers are highlighted. One of them is showcasing the Zamak lipstick, made with an incredible red colour that can help women expressing themselves.
The YiZhiJi Gift Box is also introduced on the Homepage. This elegant box contains a lipstick case and its refill.
The NFC feature allows users to display personalized messages to the lucky grantee of the gift box. When scanning the lipstick with his/hers phone, he/she will receive a message made of text, picture, video and even vocal recording!
After this first dive into the YiZhiJi universe, users can have a look at the product catalogue accessible on the second tab.
When clicking on the second tab, users have access to the different products available: cases and lipsticks.
On this tab, only the lipstick colors are classified with different shades of red, pink and orange. Clicking on a shade leads the visitor to the product page when she/he can discover the final look of the lipstick worn on lips.
If the user selects a lipstick without having previously chosen a case, he/she is redirecting towards the case selection page.
4 different colours are available for the cases: gold, cream, white and red. By clicking on them, the user has access to a new page, especially built to highlight their original, modern and elegant design.
The selection of one case leads users to a color wheel especially designed to help them choose the lipstick color that suits them the best.
A Stunning Color Wheel
Everyone is beautiful in its own way. YiZhiJi lipsticks are based on this variety of beauties.
To better suit each type of beauty, YiZhiJi created a large palette of colours with more than 100 lipstick colors, all of which are available and tryable online thanks to a color wheel.
The color wheel allows users to first select the color of their skin as well as the natural color of their lips. It is a brilliant idea to have a first look at how the lipstick looks on you. The option to upload a picture of yourself for Virtual Try-on will soon be available, with the option to select the color of your skin among 3 available, and choose among 2 tones for your lips. Once done, you would be able to try several lipsticks by simply turning the wheel.
YiZhiJi lipsticks are perfectly matching every type of beauty with their color wheel and ultra-personalized cosmetics.
Product Choice, Basket and Payment
Once both the case and the lipstick colors are selected, the user is redirected to its shopping cart when he/she can have an overview of the products chosen, including the gift box.
On one hand, if the user leaves the shopping cart tab without going through the purchasing process, he/she will be tagged as an “abandoned cart” user. This tagging and marketing automation development is fully described in the second part of this article.
On the other hand, if the user validates its basket and goes through the purchasing process, he can login with its WeChat account to fulfill its information and pay.
The YiZhiJi Mini Program is entirely connected to the WeChat ecosystem. Therefore, users can login using their WeChat account, pay with their WeChat wallet, and their online journeys are tracked both on the Mini Program and the YiZhiJi official account, thanks to marketing automation.
Audience Tag: Setting Up Marketing Automation
Marketing automation refers to the automatic management of marketing processes. ITC developed a smart and powerful marketing automation for YiZhiJi, using tags and chatbots.
Inside both the YiZhiJi Official Account and Mini Program, all users are tagged according to their behavior.
For example, a user who scans the QR Code of YiZhiJi Official Account at the Shanghai pop-up store will be tagged with the pop-up store tag. This way, YiZhiJi can know where their followers come from.
In addition, customers’ online behaviors are tracked. They are tagged each time they select a lipstick, a case, or a certain type of engraving. YiZhiJi can even know who abandoned a cart, and the products that have been selected.
One user can be defined with one or several tags. ITC developed these tags to better track user journeys, with the purpose to collect data, better understand their audience, and take data-driven managerial decisions.
YiZhiJi can therefore have a very transparent overview of the most liked products, their customers profile, and set up strategies related to these data, such as retargeting.
Official Account Chatbot
When following the YiZhiJi WeChat Official Account for the first time, a Chatbot is activated. The new follower is tagged and a link towards the Mini Program is instantly sent to him.
An automated journey has also been set up by ITC on the YiZhiJi Official Account. Several journeys have been prepared to provide a personalized experience and better collect data.
The New Age of Beauty And Internet of Things
YiZhiJi lipsticks come with unique, rechargeable cases. 4 different models of cases are available and entirely customizable with engraved texts and/or logo and each case contains a NFC (Near Field Communication) feature that allows them to connect to a phone. A NFC is a short-range high frequency wireless communication technology that enables the exchange of data between devices over about a 2cm distance.
The purpose of the NFC technology inside YiZhiJi cases is to send personal messages to the lipstick’s owner. The user simply scans the NFC on the case by using their phone. Once scanned, a message is displayed. The message can contain texts, pictures, videos and even vocal recordings.
This unique NFC feature on YiZhiJi lipsticks makes them perfect gifts to offer for special occasions. YiZhiJi lipstick cases can even be engraved with personalized messages.
How Did the ITC Team Develop the YiZhiJi Mini Program?
The ITC team has built the YiZhiJi Mini Program by combining different types of technologies:
Login: Users can log in with their WeChat Account
Payment: Users can pay using WeChat
Sharing: The Mini Program can be shared in WeChat Chats and Moments
A well-designed product catalogue using the latest version of Magento. The menu and checkout features have also been developed with Magento 2.3.4. Once users place orders, they are extracted using Magento.
A UX optimized color-wheel developed with HTML 5.
Laravel is used to integrate the orders with the ERP. A seamless overall experience is therefore permitted by Laravel. In addition, we configured images and videos that have been displayed on the Mini Program, as well as the NFC pages users are redirected towards after scanning the lipstick cases.
The Color Wheel Development
Canvas is a HTML5 tool the ITC team uses when they need flexibility in creating designs for Mini Programs. Our developers successfully used the Canvas tool to develop the color wheel, improving the UX of the feature.
Bertrand, ITC’s Full Stack Developer, emphasized the originality and how interesting it was to develop such a specific tool, “Very original project to work on! I had to fully focus on the Canvas API for building the color wheel feature.”
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