Turning Singles’ Day Into a 365-Day eCommerce Strategy

Since Chinese eCommerce giant Alibaba kicked off the 11.11 shopping festival in 2009, consumers have grown accustomed to spending big online around the holiday sales season. In 2020, a further 40 million consumers started shopping digitally thanks to pandemic-era lockdowns, lifting eCommerce penetration in Southeast Asia to a cool 70%.

But marketers needn’t wait until 9.9, 11.11, and 12.12 to go all out. Brands can build on their mega sales success throughout the year with an “always on” strategy that not only drives year-round momentum, but also maintains consistent levels of customer engagement and builds brand loyalty.

Lazada, for instance, offers on-platform marketing solutions to do exactly that. These solutions are integrated across the shopper journey and are powered by artificial intelligence technology developed by Alimama, the advertising arm of Alibaba Group.

As eCommerce marketplaces become the go-to shopfront for consumers to buy online, on-platform marketing solutions have become indispensable to brands, delivering up to 20% of total store visits and as much as 10x return on investment. Among other advantages, these tools can help marketers to:

  • Target specific audiences among Lazada’s massive base of 150 million monthly active users.
  • Retarget captured audiences from mega sales campaigns using purchase history and relevant data.
  • Engage users with “always on” strategies that serves up relevant content and promotions.
  • Conduct A/B testing and obtain detailed feedback on impressions, clicks, add-to-cart activity, and more.

In addition, it’s crucial for marketers to broaden out their mega sales strategy to the rest of the year for three reasons:

  1. Machine learning requires sufficient lead time to show results. If A/B testing is only set up days before a mega sales campaign launches, then there won’t be enough time for the system to optimise properly, especially as campaigns last for barely more than a day.
  2. The post-campaign period is often the best time to reward new buyers and followers, as well as boost retention, as they are likely to still be highly engaged users.
  3. Most brands will also be running campaigns on 11.11, ramping up competition and crimping the overall return on marketing investment. Brands may find that they can gain share of voice and attention much more easily during off-peak periods.

Diversification is the only free lunch in eCommerce. With the mass migration of retail brands to online channels, marketers will have to find new and creative ways to stand out instead of relying solely on mega events such as 11.11. And as consumers continue to embrace eCommerce-first shopping, brands will have more to gain from pivoting to a data-driven, automated, and “always on” approach that ensures they are delivering value to customers all year long.

To get started on building a 365-day eCommerce strategy, watch the full video from our Re.Con on-demand webinar.


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Turning Singles' Day US$100B Momentum Into a 365-day eCommerce Strategy

The 11.11 shopping phenomena has been giving eCommerce and salers record-breaking sales revenue thanks to an effective strategy rollout on the day itself. Learnings from this one-day sale is key, as it allows brands to address blind spots and and amplify good practices to be implemented throughout the year.

In this session, business leaders from Lazada Group and conglomerate Colgate Palmolive share winning strategies and key takeaways for Singles' Day from a brand, a marketplace platform, and an industry expert for a peek from all perspectives. 


Sara Scrittore

Vice President Customer Development for Asia-Pacific, Colgate Palmolive

Moony Li

Executive Vice President, Lazada Marketing Solutions, Lazada Group