Challenge

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 do we target the right people and convert them to buyers ?”

30% Vietnamese is around 15 – 35 YO, we believe these young people are leading in Mobile Shopping Evolution. Our 2 target audience groups:

Young male office workers

Moms

PROMOTION is the “Key Motivation for Purchase” such as the mobile card monthly promotion message is the best trigger for recharging.

Our mobile campaign focuses on the 3 RIGHTs:

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

 

Solution

If CONTENT IS KING, MOBILE WILL BE THE QUEEN OF QUEEN. All together, we will build up the M-COMMERCE EMPIRE.

To make it possible, Lazada partnered with Zalo, top 1 OTT app in Vietnam, that has enormous users database and high accuracy targeting technology. Via Zalo, the system allows us to target:

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

2 messaging plans for 2 target audience groups were created:

For YOUNG MALE OFFICERS: who usually spend time shopping technology products in the last days of month and some special occasions. Zalo messages were sent contextually based on this special days.

For MOMS: who have interest in baby articles, cooking apps, or even have historical visit related category will receive Zalo messages at the relaxing time around 8 to 9 p.m. And we got them converted by mobile-first experience. Now wait for the message and go shopping by just a touch.

Campaign Results

Through the first 6 months of 2015

35% conversion rate raises from Zalo
50% revenue comes from mobile

Highlight 1 month in JUNE. After 8 months, Lazada Zalo page got

2 Mil Coupon messages issued
7.1 Mil Package size per order
403,000 Followers
3000 - 4000 Interaction each promotion

How it works

Lazada

Zalo notification shoots user at the first sight

Lazada

Sticky message is always on top position of the box

Lazada

Impressed user by full-page banner when the message was opened

Lazada

Drive them to the Lazada’s site for purchasing

2 messaging plans for 2 target audience groups:

Lazada

For YOUNG MALE OFFICER:

Zalo messages were sent contextually based on occasions and the last day of month to male 18 – 45 YO have interested in technology topics.

Lazada

Woman Day,
“DON’T FORGET HONEY’S GIFT”

Lazada

Sea Games 28th,
“FANTASTIC SHOPPING HOLIDAY”

Lazada

The last day of month,
“SHOPPING REVOLUTION. DON’T MISS OUT”

Lazada

For MOM:

The messages about baby, beauty, household promotion are sent to women 20 – 40 YO have habit in baby articles, cooking apps around 8 to 9 p.m

Lazada

“ALL THE BEST FOR YOUR BABY”

Lazada

“SALE FESTIVAL, DECORATE THE HOUSE”

Lazada

“BECAUSE YOU ARE BEAUTIFUL”

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