Brand Collaboration Overview
JCB International (Europe) Ltd. and The Bicester Collection partnered in 2019 to enable JCB acceptance and to grant JCB’s 140 million cardmembers access to a bespoke world of special offers across 7 Villages.
This included La Vallée Village (France), La Roca Village (Spain), Las Rozas Village (Spain), Ingolstadt Village (Germany), Wertheim Village (Germany), Fidenza Village (Italy), and Bicester Village (UK).
This Case Study uses JCB data to showcase the success of the partnership, even amidst the challenges presented by the global pandemic.
*All data is JCB Proprietary Data (January 2021) and includes face-to-face / physical retail data ONLY. Due to the pandemic, JCB has been unable to do complete merchant testing therefore, sales may actually have been higher during this period.
Highlights
- Italian Brands: Italian luxury fashion appealed most to JCB cardmembers across the 7 Villages as 25 % of total JCB cardmember spend between 2019 and 2021 was made with Italian brands.
- Increased Spend Year-On-Year: From 2020 to 2021 JCB cardmembers from Taiwan increased spend by 281 % and JCB cardmembers from the Philippines increased spend by 31 % across all 7 Villages.
- Top JCB Visitors: JCB’s Japanese and Taiwanese cardmembers most visited the Villages. Total spend in 2020 was 74% owned by Japanese cardmembers and in 2021 was 79 % owned by Taiwanese cardmembers.
- The JCB PLAZA and La Vallée Village: With additional promotional support via the JCB PLAZA in Paris, La Vallée Village was the most popular Village for JCB cardmembers with 64 % of transactions taking place there from 2019 to 2021.
- Brand Loyalty: From 2019 to 2021 over 71% of JCB transactions were made by cardmembers with either a JCB Standard Card (49%) or a JCB Gold Card (22%).
- International Cardmembers: Most of JCB’s Gold and Standard cardmembers visiting the Villages were from Japan (80 %), and the remaining 20 % were JCB cardmembers from South Korea, China and the Philippines.
Paid Media Reach
In an effort to test and learn for future Village promotions JCB paid for and ran a Google Ads campaign (regional targeting in the UK only) between July 2021 and August 2021:
- JCB was one of the top performing Paid Search Results that drove traffic to The Bicester Collection website throughout July 2021.
- Google Analytics Results from The Bicester Collection confirmed that top traffic driver to the campaign landing page was Google.
- 2.3K Overall Clicks
- 1.33 Million Overall Impressions
La Vallée Village and JCB Cardmember Insights | FRANCE:
- Most popular shopping month – January
- Key Data – YOY from 2020 – 2021 JCB transactions increased in June (+4,838%), August (+190%), September (+251%), and October (+1,434%)
Ingolstadt Village and JCB Cardmember Insights | GERMANY
- Most popular shopping month – January
- Key Data – Greatest JCB cardmember spend from 2019 to 2021 was Japanese cardmember spend at 59% and Taiwanese cardmember spend at 28%
La Roca Village and JCB Cardmember Insights | SPAIN
- Most popular shopping month – February
- Key Data – Average JCB Transaction Value increased YOY by 74% from 2019 to 2021
Bicester Village and JCB Cardmember Insights | THE UK
- Most popular shopping month – January
- Key Data – Average JCB Transaction Value increased YOY by 388% from 2019 to 2021
Fidenza Village and JCB Cardmember Insights | ITALY
- Most popular shopping month – November
- Key Data – Greatest JCB cardmember spend from 2019 – 2021 was Japanese cardmember spend at 52% and JCB cardmember spend from the Philippines at 28%
Wertheim Village and JCB Cardmember Insights | GERMANY
- Most popular shopping month – January
- Key Data – Greatest JCB cardmember spend from 2019 – 2021 was Taiwanese cardmember spend at 49% and JCB cardmembers from Japan at 23%
Las Rozas Village and JCB Cardmember Insights | SPAIN
- Most popular shopping month – January
- Key Data – Greatest JCB cardmember spend from 2019 – 2021 was Japanese cardmember spend at 37% and JCB cardmember spend from China at 34%
