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