By The Nation
The “shoppertainment” platform is organising a series of activities include a mega event, the Lazada Women’s Festival, to raise its market share of women consumers, ages 18-24 years. Aiming to offer new shopping experience through a mixture of O2O (offline-to-online marketing) and shoppertainment strategies, the event will feature a livestream fashion show and a “Magic Mirror” to tap the customer’s pain point by offering them a trial experience before purchase.
Thanida Suiwatana, chief marketing officer of Lazada Thailand, pointed to the overall performance of e-commerce in the country, with the sector generating revenue of Bt118 billion in 2018, and expectations of an upward trend continuing to Bt139 billion this year, and 15.3 per cent revenue growth projected for 2020.
In terms of mobile commerce users, Thailand ranked third globally with 71 per cent of internet users buying something online via their mobile phones. The key factor behind the growth of e-commerce in Thailand is the revolution of consumer behaviour, leading to the growth of sellers and buyers on the online platform, she said.
“Lazada is placing its focus on empowering sellers and customers on Lazada’s platform through three main strategies –shoppertainment, super e-commerce tech and super e-business solutions. These will offer a wide range of tools that support sellers and brands in LazMall, driving the growth of SMEs through O2O experiences.”
Lazada celebrates women in Southeast Asia through empowerment, personal confidence, and embracing the freedom to explore, she said.
The retailer is creating a regional campaign, the Lazada Women's Festival, to empower women aged 18-24 to be confident in their style via Lazada. The company expects the campaign to drive the growth of beauty and fashion sales and women customers on Lazada’s platform.
The Lazada Women’s Festival will be held May 24th-26th, 2019 at Quartier Avenue on G floor and the Quartier Galleria M Floor at EmQuartier, Bangkok.
Lazada’s O2O and Shoppertainment strategies use innovative livestream technology to offer customers new and real-time shopping experience.