The partnership aims to create a holistic ecosystem that will help LazMall brands grow their eCommerce sales on Lazada’s platform. This will be made possible through eCommerce investment leveraging GroupM’s expertise in media planning and buying, information analysis, and business and communication strategy via its three agencies namely Mindshare, MediaCom and Wavemaker. The partnership reflects GroupM’s SEA ambition, with learnings from the largest online shopper base in SEA, superior technology, and insights.
At the beginning of June 2019, Lazada launched the first wave of its “Partner Solutions Program” incentivizing LazMall brands to be rewarded with “Partner Points” earned via eCommerce investment, to drive traffic to their eCommerce stores. Lazada’s Partner Points system values quantity and quality of traffic being driven to LazMall brands’ stores. This requires brand and agency knowledge about digital marketing and media optimization to boost conversion for LazMall brands.
On top of GroupM’s media and marketing analytics capabilities, Lazada will also empower GroupM with fundamental eCommerce knowledge to help LazMall brands deliver the best online shopping experience to its customers. This includes:
Shop-in-shop Marketplace Operations : LazMall brands’ eStore strategies including promotions and creatives that best drive conversion with an “App first” store planning mindset.
Lazada Traffic Tools Operations : Sufficient knowledge about Lazada’s Power of 5 tools : Vouchers, Store decorations, IM, Feed and Seller picks, levering these tools to drive traffic to LazMall stores.
Partner Premium Services : Unlocking Lazada’s visibility assets such as Homepage Banner, LazMall Banner, Social and CRM including “Brand Day” & “Brand of the Week” campaigns on Lazada Platform.
Niklas Stalberg, Chief Executive Officer, GroupM (Thailand), said: “The brands we are working with are increasingly challenging us to support them by creating eCommerce strategies, lead generation tactics and to increase the revenue generated from online sales. This is a perfect timing for a partnership the leading eCommerce marketplace like Lazada in Thailand.”
“Lazada is committed to empowering our LazMall brands to better connect with their consumers and optimise their growth on our platform. Our tools like the eCommerce Solutions Portal provides both brands and agencies insights to better understand customer behaviour, allowing them to optimise their media spending and improve performance. With GroupM’s expertise in media, we believe this partnership will strengthen Lazada’s role as an accelerator for our brand partners,” said Yann Fontaine, Chief Business Officer of Lazada Thailand.