Following its new theme ‘Go Where Your Heart Beats’, the festival will launch across all six of its markets in Southeast Asia for 24 hours. Lazada held its first Lazada Mid-Year Festival on July 12.
Consumers will get access to a wide assortment of product deals on Lazada including branded goods and new arrivals. Other benefits during the festival include free shipping deals with participating sellers, and give-away vouchers.
“Introducing our new Mid-Year Festival during a traditionally quieter shopping season presents more chances in a year for us to bring excitement to shoppers and provide our sellers more opportunities to boost their performance,” said Jing Yin, president of Lazada Group.
As part of Lazada’s new Mid-Year Festival, the e-commerce company is expanding its ‘Shoppertainment’ strategy with its first region-wide live-streamed game show “Guess It” across six countries. The 30-minute in-app show combines a gameshow concept with professionally-generated live-streamed content.
A local personality will play host, giving away clues for viewers to guess the price of products.=
A total of 672 Guess It episodes across the region will feature more than 4000 items from a variety of sellers, with a focus on newly-launched and special edition products.
Lazada’s live-streamed game show has already resulted in 68,000 new live-streaming account followers in the Philippines, 10 times the number of viewers per average livestream session in Thailand, and double the number per average livestream session in Singapore to-date.
“Our professionally-generated Guess It content offers a new way to feature brands and sellers, while increasing in-app consumer dwell time and purchase,” said Mary Zhou, CMO of Lazada Group.
“This is a result of a holistic approach to our shoppertainment strategy – tying in a seller collaboration approach and integrating seamlessly with our payments and customer engagement priorities.”