Lazada

Effortless Shopping

Client:
Lazada Vietnam

Agency:
Adtima

Timing:
January 2015

Campaign type:
Consumer Promotion

Mobile Commerce is not a trend, it has become a must, especially for the leading E-commerce platform in Vietnam like LAZADA. The biggest question is “How can target the right people and convert them to buyers?”

PROMOTION is the “Key Motivation for Purchase”, Mobile campaign focuses on the 3 RIGHTs: Right Message, To Right People, At the Right Time.

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Background

Vietnam is ranking top 2 in the world for rapidly developing smartphone user and Mobile Commerce has become a must especially for leading E-Commerce platforms in Vietnam – LAZADA. 
CHALLENGE: The biggest question is “How can target the RIGHT PEOPLE and CONVERT them to BUYER?”

 

Objective

  • Increase mobile conversion rate 
  • Grow the market-share through raising the revenue from mobile shoppers
  • Gain brand awareness and make new effortless shopping habit

30% Vietnamese is around 15 to 35 YO, we believe these young people are leading in mobile shopping evolution. 
Our 2 target audience groups: Young male office workers and Moms, who lack of time for shopping due to full-time works and homework in daily life so effortless shopping in mobile or tablets is their solution. 
 

Insight

The focusing group research shows:

  • Young male officers usually spend time shopping technology products in the last days of month and special occasions as Women Day, X’ mas, Tet, Valentine,...
  • Moms have interest in baby, heath, beauty articles and cooking apps, spend time shopping in relaxing time around 8 – 9 p.m

Strategy

Lazada made partnership with Zalo, Top #1 OTT app in Vietnam, which has enormous users database and high accuracy targeting technology. 

The messaging campaign was strategically born. Focus on 3 RIGHT: 

  • RIGHT MESSAGE
  • To RIGHT PEOPLE
  • At the RIGHT TIME

This was the first year of the campaign and the first time we created 2 messaging plans for 2 target audience groups to excite them about the promotion news at right the time, making emotional reason to buy.

Big idea

PROMOTION is the main trigger drives them to purchase such as the mobile card monthly promotion message is the key motivation for recharging. It has always been the key motivation for purchase. Now there is a way to send these promotion to right people at the right time to evoke a new consumer shopping habit?

Execution

Mobile

If CONTENT IS KING, MOBILE WILL BE THE QUEEN OF QUEEN. Gathering its, we will build up the M-COMMERCE EMPIRE.
Via Zalo, the system allows us to target RIGHT CONSUMERS AT THE RIGHT TIME based on: 

  • Demographic
  • Location
  • Timing
  • Interest/Behaviors
  • And other in-depth targeting

The RIGHT MESSAGE was developed via consumer deeply tracking on Zalo. We enable to collect user interests, behaviors, mobile activities, wants and needs, for monthly message campaign. 

Messages are sent usually, each one reaches up to 1 million traffic at high conversion rate. This is our core mobile strategy in 2015 on Zalo platform. With this innovative direction we gradually acquire the mission in Vietnam market.

The messaging campaign focuses on 3 RIGHT: 

  • RIGHT MESSAGE
  • To RIGHT PEOPLE
  • At the RIGHT TIME

For young male officers, Zalo messages were sent contextually based on occasions:

  • On Mar 8th , Woman Day: “DON’T FORGET HONEY’S GIFT” 
  • In Sea Games season, “FANTASTIC SHOPPING HOLIDAY”
  • And we don’t forget the last day of month: “SHOPPING REVOLUTION. DON’T MISS OUT”

With all these targeting options, we turn men into frequent shoppers.

About Moms, the messages about baby, beauty and household promotions will be the core triggers. Mothers who have interests in baby articles, cooking apps, or who have historical visited such sections will receive Zalo messages at the relaxing time around 8 to 9 p.m. 
The featured content about: 

  • “ALL THE BEST FOR YOUR BABY”
  • “SALE FESTIVAL, DECORATE THE HOUSE”
  • “BECAUSE YOU ARE BEAUTIFUL”

And we got them converted by mobile-first experience, make them feel excited, seamless and emotional. Now, wait for the message and go shopping by just a touch.

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Result

In Vietnam, Lazada is the leading e-commerce brand with the market share is about 36.1% in 2014. According to Mr. Alexandre Dardy - General Director of Lazada Vietnam, Lazada will continue to boost up its market share because we have low rate in ROI in Vietnam, we believe that it’s just a matter of time until Vietnamese people start to understand and trust in the power of E-Commerce, and now it’s M-Commerce.

After the first 6 months of 2015:

  • The Conversion Rate raises 35% from Zalo 
  • Over 50% Revenue comes from Mobile and Zalo is one of strategic contributor 

Some impressive number of a message campaign in June:

  • Issued nearly 2 M coupon messages
  • Achieved the Package Size: Avg. 7.1 M/ Order (VND)

And Now,

  • Lazada Zalo Page has 403,000 followers
  • Each promotion feed gets 3,000 - 4,000 interaction.
  • These numerical evidences in the first 2 quarters of 2015 have proven the effectiveness of this innovative strategy, leading Lazada to the highest peak.

After the Lazada mobile application has been released for a year, it is reported with thousands of downloads on Android, iOS and windows Phone. Customers have naturally created a new habit of waiting for coupons on Zalo and enjoy mobile shopping on Lazada app and wap site.
Zalo messaging becomes the main mobile strategy contributing almost revenue from mobile to Lazada total revenue.

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