開啟網購新篇章！Coupang推出高級美妝購物服務Rocket Luxury

ELLE：Coupang在7月為高級美妝品牌推出了「Rocket Luxury」服務。身為顧客，你用Rocket Luxury買了什麼商品嗎？
Lee Byeong-hee：有呢，我買了Lab Series的活顏修護保濕調理露，整個過程都很享受，是非常奢華的購物體驗。

ELLE: “Rocket Luxury”, Coupang’s service for luxury beauty brands, was launched in July. Did you also buy anything from Rocket Luxury as a customer?
Lee Byeong-hee: I did indeed. I bought Lab Series Daily Rescue Water Lotion. The whole journey was a very luxurious shopping experience.

ELLE：可以具體說明何謂「非常奢華的購物體驗」嗎？
L.B.H.：顧客收到的訂單貨特以禮盒包裝，材質和色彩都像是珍貴特別的禮物，不是平常速遞包裹用的普通啡色紙箱。我們希望顧客能享受開箱的每個步驟，從打開禮盒、看到歡迎小卡，到拿出盛在小袋裡的商品，一路都能感到禮品包裝的細心程度。我們相信這種開箱體驗才能與高級美妝產品的服務相配。

ELLE: Can you specifically describe what you mean by “very luxurious shopping experience”?  
L.B.H. Customers receive their order packaged in gift boxes of materials and color that you would expect for a very special and valued gift, instead of a usual brown box that’s normally used for parcels. We wanted to have customers enjoy each step of the unboxing experience so that when customers open the box, read the greeting card, and remove the product from the pouch, they get an idea of what thoughtful gift wrapping looks like. We believe such unboxing experiences offer service consistent with luxury beauty items.

ELLE：你從Rocket Luxury只買了一件商品嗎？
L.B.H.：通常我購物會直接去找想買的東西，從選中的品牌購買那一件商品。不過根據Coupang的購買數據，許多顧客似乎喜歡購買套裝。我猜顧客想嘗試新商品，因此在實際購買產品前，往往會先買附贈試用品的套裝。

ELLE: Did you just buy one product from Rocket Luxury? 
L.B.H.: When I shop, I usually make a beeline for what I have in mind and just buy that one from the brand of my choice. But many customers seem to prefer to buy in sets, according to our purchase data. I think these customers are looking to try out new items and buy set items that carry samples before buying the actual product.

ELLE：Rocket Luxury的男性類別有些產品目前缺貨。請問每天或每月有安排一定的貨量在Rocket Luxury銷售嗎？我很好奇缺貨的原因是大量男性顧客在使用Rocket Luxury購物，還是男性商品非常熱銷。
L.B.H.：我們沒有安排一定的貨量在Rocket Luxury銷售。使用Rocket Luxury的顧客一大部分確實是男性。由於需求高於我們初始的預期，產品才暫時缺貨，我們也會快速應對持續成長的需求。

ELLE: I found some items in the Rocket Luxury men’s category out of stock. Do you set aside a certain amount of stock to be sold on a daily or monthly basis? I’m wondering if out of stock was due to the high number of male customers shopping on Rocket Luxury or if men’s items are in high demand. 
L.B.H.: We don’t set aside certain stock to be sold on Rocket Luxury. We do have a large proportion of male customers using Rocket Luxury. The out-of-stock situation was temporary, due to demand that was higher than we initially anticipated. We are moving quickly to respond to growing demand.

ELLE：你覺得Rocket Luxury的吸引之處在哪裡？
L.B.H.：我覺得Rocket Luxury最大的優勢是顧客不再需要抽空去百貨公司購買高級美妝產品，也不用擔心產品的真偽。我經常送禮給親朋好友，但送化妝品需要考量很多因素。雖然網上也可以用低廉的價格買到化妝品，但顧客往往會有顧慮，擔心產品是否為真品，送禮時更是如此。然而顧客從Rocket Luxury購物就不用擔心，因為Coupang都是銷售從品牌的韓國總公司直接採購的正貨。

ELLE: What aspects did you find attractive on Rocket Luxury?
L.B.H.: I think one of the strongest qualities of Rocket Luxury is that customers don’t need to take time to visit the department store to buy high-end luxury beauty products and that they can shop without having to worry about product authenticity. I frequently send gifts to families and friends, and there are a lot of factors to consider when gifting beauty products. Though beauty products are available online at lower prices, customers have reservations because they feel less confident about product authenticity, especially if you are buying as a gift for someone. However, you don’t need to be concerned when buying from Rocket Luxury, as we sell items that have been directly sourced from the brands’ Korean headquarters. 

ELLE：現時你有發現需要改善的地方嗎？
L.B.H.：我希望能提供所有顧客想要的高級品牌，不過我們畢竟才推出服務一個月。目前我們有16個韓國及國際高級品牌，包括Estée Lauder、MAC、Bobbie Brown、Clinique、Hera、Shiseido和L'Occitane，未來也有許多高級美妝品牌會加入Rocket Luxury。

ELLE: Have you become aware of any points for improvement? 
L.B.H.: I do wish we had all the luxury brand selections customers look for. I believe that we are on our way to make that happen, though, considering that we are just one month into launch and have many other luxury beauty brands, in addition to 16 global and Korean luxury brands including Estée Lauder, MAC, Bobbi Brown, Clinique, Hera, Shiseido and L’Occitane, that are looking to join Rocket Luxury. 

ELLE：Rocket Luxury有收到哪些顧客回應讓你印象深刻？
L.B.H.：我特別記得這句話：「表示你在乎的禮物」。不管是買來自用還是送禮，這種禮物都會讓人覺得特別受重視。我覺得這句話完美描述了Coupang努力想帶給顧客的滿意體驗。這回應意義重大，表示我們送出讓顧客開心的禮物，提供了超越購物或實質價值的體驗。我也注意到關於包裝的意見。我們會盡量採納顧客的意見，最近推出迷你尺寸包裝，也使用不同的包裝材料和尺寸，努力避免過度包裝。

ELLE: Any feedback on Rocket Luxury that you found memorable?  
L.B.H.: The expression “gifts that shows you care” was a memorable one. Such gifts, whether bought for yourself or given to someone, make people feel very special and appreciated. I think the expression is a keyword of what we most aspire to from a customer’s satisfaction perspective. It was a rewarding comment as we focused on delivering gifts that make customers happy and providing experience that goes beyond the purchase or material value. I also noted some feedback on packaging. We’ve accommodated these opinions as much as possible, recently introducing mini-sized packaging, and working to reduce excess packaging by applying packaging of different materials and sizes.

ELLE：準備推出Rocket Luxury時，有甚麼格外強調的重點？
L.B.H.：Coupang的服務向來以快速送遞和方便為重點，但推出Rocket Luxury時，我們的重點放在確保包裝和服務符合奢華的顧客體驗。首先，我們專注於選品策劃，設立高級品牌館，讓顧客能查看所有Coupang嚴選的品牌，同時透過個別品牌館傳達品牌的精神。我們也希望提供別具特色的服務，例如禮品館和高級品牌的評價計劃。接着我們專注於奢華包裝，提供精緻小袋、歡迎小卡和優雅的包裝箱。

ELLE: What was the most important area of focus while preparing for service launch? 
L.B.H.: While Coupang’s service focus is oriented on speedy delivery and convenience, our focus for Rocket Luxury was to ensure packaging and service are consistent with luxurious customer experience. First, we concentrated on curation. We launched a luxury brand store where customers could view all the luxury brands verified by Coupang, while running individual brand shops to convey the brand’s identity to customers. We sought to provide differentiated services by creating gift stores and luxury vine programs. Second, we focused on luxurious packaging, providing premium pouches, greeting cards and elegant package boxes. 

ELLE：推出服務後，你觀察到甚麼變化？
L.B.H.：高級美妝產品的銷售量明顯提高。我們對實際購買的顧客做了問卷調查，發現「正貨保證」是他們決定購買的主要因素。高級美妝品類非常需要驗證產品真偽，現在顧客能安心購買高級美妝產品，不用擔心買到假貨。顧客待在家就輕易買到高級美妝商品，應該是推動高級購物新標準的第一步。

ELLE: What changes were seen after the launch? 
L.B.H.: Our sales of luxury beauty items surged. A survey on customers that made purchases showed that ‘product authenticity’ was the most decisive factor in purchase. Luxury beauty products is a category that has one of the highest demands to verify authenticity. Now customers can purchase luxury beauty items without worrying if their products are real. Being able to purchase luxury beauty items in the comfort of your own home without any reservations – I think this is our first step for setting new standards in luxury shopping.

ELLE：業界高度關注Coupang的付費會員人數。我在文章看過，直至2022年底，Coupang的Wow會員超過1,100萬人，今年第一季在Coupang至少購物一次的活躍會員人數達到1,900萬人。有人說重複購買頻率會決定Rocket Luxury的成敗，你有為此作準備嗎？
L.B.H.：直至2023年第二季，Coupang有1,971萬名活躍顧客，比去年同期成長了10%，即將突破2,000萬大關。顧客經常在Coupang進行目標性和重複購買，大家想購物時，都會首先想到Coupang。即使是高級美妝產品，我們也提供以下服務，提高重複購買率和顧客滿意度。首先，我們計劃強化會員福利，Wow會員福利可以用在Coupang Eats和Coupang Play等不同平台，會員的重複購買頻率也非常高。目前Wow會員購買Rocket Luxury產品可獲得最高10%的點數回饋，未來也會提供更多福利。我們也致力於提供便捷奢華的顧客體驗。顧客只要滿意方便的購買過程，便會回到Coupang重複購買。我相信使用過Rocket Luxury的顧客都會再回來，不管是送禮給朋友，還是體驗購買高級美妝產品的奢華服務。我們也預期更多人會想加入體驗的行列。

ELLE: The industry is taking notice of the size of Coupang’s paid membership users. I read an article that Coupang’s Wow members exceeded 11 million as of end 2022, and the number active customers that have purchased from Coupang at least once in the first quarter of this year reached 19 million. It’s been said that the frequency of repurchases will become a decisive factor in determining Rocket Luxury’s success, are there any preparations made with regard to this? 
L.B.H.: Coupang’s active customers reached 19.71 million as of 2023 Q2, reflecting 10% growth from the same period last year, as we near the 20 million mark. Coupang is a channel that customers frequent to make targeted and repeat purchases. We have become a platform that customers easily associate with for shopping. The following services are provided for luxury beauty items to boost repurchase and customer satisfaction. First, we aim to increase membership benefits. Our WOW membership offers benefits in connection with various platforms including Coupang Eats and Coupang Play. We see very high frequency of membership leading to repurchases. Currently WOW members purchasing Rocket Luxury items receive up to 10% in cashback of their payment, and we plan to provide more benefits going forward. Second, we are committed to providing convenient and luxurious customer experience. Customers that find their purchase convenience and satisfying return to Coupang to make repurchases. I believe that anyone who has experienced Rocket Luxury will be returning to gift friends or to experience the luxury of buying top brand beauty items from our channel, and we expect more people to join the experience. 

ELLE：有人說Rocket Luxury的優勢是免運和免費退貨，以及Rocket Delivery的隔日配達服務。非Wow會員也可以享受免運和免費退貨的服務嗎？
L.B.H.：Rocket Luxury商品與其他品類相同，免運和免費退貨是付費Wow會員獨享的服務。

ELLE: Free shipping and free return, as well as Rocket Delivery’s next day shipping service, are cited as Rocket Luxury’s advantages. Are free shipping and free returns available for non-WOW members as well? 
L.B.H.: Free shipping and free return of Rocket Luxury items, as with other categories, are provided to Rocket WOW members who pay subscription fees. 

ELLE：各項Wow會員福利當中，Rocket Luxury看來最吸引人。Wow會員透過Rocket Luxury購買商品，可以獲得最高10%的Coupang幣回饋。我能怎麼使用點數，有效期限多久？
L.B.H.：購買Rocket Luxury商品獲得的Coupang幣回饋會在產品送達7天後存入帳戶，等同現金可以用於所有品類的商品，有效期限是取得點數的6個月內。

ELLE: Rocket Luxury appears to be the most attractive among other WOW membership benefits. WOW members buying from Rocket Luxury can get up to 10% cashback in Coupang cash. How is this used and how long are they valid for? 
L.B.H.: Coupang Cash given as cashback for Rocket Luxury purchases are reflected seven days after delivery. They can be used like cash on any category and valid for six months from the date of their credit. 

ELLE：網上高級美妝市場的競爭越發激烈，Rocket Luxury從其他平台脫穎而出的獨特強項是什麼？
L.B.H.：隔天就能把高級美妝產品送到顧客家門的奢華體驗。Rocket Delivery訂單量最多的10個配送區域中，有9個是人口快速成長的新市鎮，可見在這些人口消費需求高的地區，零售和便利店服等務設施相對短缺。現在7成的韓國人口住在Coupang物流中心方圓10公里內。Coupang的送貨服務為新市鎮提供了零售基礎建設，等服務範圍擴張到高級商品，我們相信更多人能體驗到其他平台無法比擬的快速便捷送貨服務，以及獨特的奢華購物體驗。

ELLE: Competition in the online luxury beauty market is growing more intense. What are strengths unique to Rocket Luxury that stand out against other platforms? 
L.B.H.: The luxury of having premium beauty items delivered to your doorstep on the next day. Nine out of ten our delivery regions, in terms of Rocket Delivery top order volume, are new towns with rapid population growth. This suggests there is more demand where retail and convenience facilities are in shortage compared to the population. Currently 70% of South Korea’s population live within 10 kilometers of Coupang FCs. Coupang deliveries provide retail infrastructure for new towns, and if the scope extends to luxury items, we believe that more people will experience the convenience of our speedy delivery incomparable to other platforms and differentiated luxury shopping. 

ELLE：Rocket Luxury的目標是甚麼？為甚麼？
L.B.H.：我們力求提供與高級品牌匹配的頂級顧客體驗。從顧客收到包裹到使用商品為止，我們都希望創造獨特的點到點顧客體驗，有別於純粹方便快捷地送達貨品的服務。

ELLE: What do you aspire to achieve with Rocket Luxury and why? 
L.B.H. We aim to provide premium customer experience consistent with luxury brands. This encompasses an end-to-end customer experience, from the moment customers receive their deliveries to the moment they use the products. We believe this will be a unique experience that is differentiated from simply getting the items delivered faster without issues.

ELLE：你對Rocket Luxury的期望和最終目標是甚麼？
L.B.H.：我們的目標是奠定高級購物的新標準，讓顧客想到購買高級美妝產品，馬上會想到Coupang。我們還想更進一步，讓Rocket Luxury成為網卜一高級購物的新習慣。Rocket Luxury才剛起步，我們計劃強化網站上的產品促銷，積極投資內外部行銷。我們會持續與各大品牌合作，全面將高級品牌的價值傳達給顧客。

ELLE: What are your expectations and ultimate goal for Rocket Luxury? 
L.B.H.: Our goal is to become the new standard for luxury shopping, where customers immediately associate Coupang with luxury beauty item shopping. We want to take a step further to have Rocket Luxury emerge as the new normal for online luxury shopping. Rocket Luxury’s journey has just started. We plan to strengthen merchandising and aggressively invest in internal/external marketing. We will continue to work closely with many different brands in effectively communicating the value of luxury brands to customers.

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