Lazada Singapore celebrating 6th birthday
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Online market Lazada Singapore has marked its sixth anniversary with a festival at Plaza Singapura in a lead-up to its online birthday sale, starting next Tuesday.
Crowds attended the weekend festival which offered surprise boxes and activities at Lazada brand and seller booths. Queues formed four hours before the event opened, with more than 550 people lined up on Sunday morning.
Lazada sold more than 2000 surprise boxes across the two and a half days in less than two hours each day. Shoppers were also able to score discounts of up to 80 per cent on flash deals available only at the event.
A 5m-high Super Surprise Box held up to 6000 freebies worth $120,000, available for shoppers spending at least $25 at either Plaza Singapura or on the Lazada app. Shoppers had only six seconds to grab a freebie from the box, echoing the “fastest fingers first” at last year’s Lazada Online Revolution Sale, where several brands sold out all 200 units of their surprise boxes in less than seven seconds.
Partnering with CapitaLand, Lazada aimed to recreate the online shopping experience and ensure a clear link promoting an omnichannel shopping experience. This included QR codes at brand booths linking directly to their official stores on Lazada, as well as encouraging shoppers to buy at Plaza Singapura to qualify for a gift from the Super Surprise Box.
All the freebies were claimed. These included Philips irons, Laneige serums, whey supplements, milk formulas and Jamie Oliver kitchenware.
During the festival, Plaza Singapura had a fivefold increase in foot traffic.
An innovation for the celebration is Shakin’ Deals, which encourages Lazada app users to shake their phones at midday and 9pm to win vouchers worth up to $120 to be used at the upcoming birthday sale.
“Our daily app usage spiked by 37 per cent from the same time last month, and on Sunday we generated the highest app interaction we’ve seen all month,” says Lazada Singapore CEO/head of new retail Alexis Lanternier.
Questions & Answers
Q.What specific actions did Lazada Singapore take to link the physical event with their online platform?
What specific actions did Lazada Singapore take to link the physical event with their online platform?
Lazada used QR codes at brand booths that linked directly to their official stores on the app. They also encouraged shoppers buying at Plaza Singapura to qualify for a gift from the Super Surprise Box, promoting online-to-offline engagement.
Q.What was the immediate impact of the festival on app engagement for Lazada Singapore?
What was the immediate impact of the festival on app engagement for Lazada Singapore?
The festival led to a 37 per cent increase in daily app usage compared to the previous month. On Sunday, the event generated the highest app interaction seen throughout the entire month.
Q.How did the Super Surprise Box promote both in-store and app purchases?
How did the Super Surprise Box promote both in-store and app purchases?
Shoppers could qualify for a freebie from the Super Surprise Box by spending at least $25. This spend could be either at Plaza Singapura during the event or directly through the Lazada app, connecting both channels.
Q.How quickly were the surprise boxes sold during the festival?
How quickly were the surprise boxes sold during the festival?
Lazada sold more than 2000 surprise boxes over the two and a half days of the event. Each day, these boxes sold out in less than two hours, demonstrating high demand.
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