PacRim Marketing Group and PRTech were engaged to deepen brand awareness and loyalty for Neiman Marcus within the Japanese international traveler market.
Neiman Marcus is one of the world’s best-known specialty retailers, founded in Dallas, Texas in 1907, and focused on serving the unique needs of the luxury market. Neiman Marcus offers an upscale assortment of apparel, accessories, jewelry, beauty and decorative home products to the affluent consumer. Based on a perceived lack of Japanese consumer share, and an anticipated increase in competition for this demographic, Neiman Marcus sought to increase sales from Japanese consumers at its Honolulu, Hawaii location which entered the market in 1998 with a full-line store.
PacRim Marketing Group and PRTech utilized an integrated mix of marketing solutions to develop brand recognition within the Japanese market. Website development, advertising (online and print), PR, video and collateral production, and key events in Hawaii and Japan were integral in influencing Japanese travelers both pre-departure, and upon arrival in Hawaii. Additionally, Neiman Marcus Honolulu developed its own “International Point Club,” modeled similarly to programs run by Japanese department stores, and allowing the store to recognize and reward spending from Japanese travelers, while capturing their data for continued communication. The Neiman Marcus Honolulu website was developed in English, Japanese, Korean and Chinese, and to this day remains the only one of its kind within the Neiman Marcus chain. The site provides seasonal content, curated for each targeted Asian International Traveler market, and also links to the store’s International Point Club member login page which has the function to track spend, rewards, and maintain brand engagement and loyalty through direct email marketing.
Neiman Marcus Honolulu’s International Point Club program continues to see growth in members and spend from Japan, as well as from other Asia-Pacific traveler source markets including Korea, China, Taiwan and Australia. At present, there are 43 countries represented in the program, with redemption per customer and average spending highest among all consumer spending. Email direct mail campaigns specifically targeting these international travelers see about a 30-40% open rate, and speak to the deep customer loyalty and engagement generated.