With the 12.12 Salebration, Daraz is celebrating a year of achievements by offering customers discounts on more than 10 million products. The platform has announced that the end of season sale will launch on December 12th. 12.12 2019 will offer Pakistani shoppers an engaging and personalised experience. One of the most significant milestones Daraz has achieved this year is a monumental increase in its assortment. In the last six months, the online shopping platform’s catalogue has grown from 4 million to 10 million products. As a result, Daraz has become a lifestyle destination where a growing customer base is able to find products of interest conveniently and make purchases safely. Over the last year, the platform witnessed a 100% increase in the number of active users and 140% increase in active customers. Driving this growth is a continued focus on providing customers an engaging experience through features such as Shake Shake and in-app gamification, which have both become definitive of the platform’s flagship sale campaigns. During the 12.12 Salebration, Daraz will be offering customers the chance to win prizes and exclusive bonuses in their Daraz Wallets by shaking their phones and playing games on the app. A series of live videos hosted by Khalid Malik will be streamed on Daraz’ official Facebook page and Daraz mobile app – from Wednesday 11th December till Sunday 15th December – during which customers will have the chance to win more prizes. Must Read: Make money online 2019 how it’s possible? “Shoppertainment is a key element of customers’ journey on Daraz. In-app gamification is an interactive way for customers to earn rewards that they can use to shop on the platform. For us and our brand partners, it is a unique and innovative format of customer engagement and has been one of the primary catalysts of growth over the past year,” said Ehsan Saya, Managing Director Daraz Pakistan. Personalisation is another significant cornerstone of Daraz’ growing user base. Through artificial intelligence, Daraz’ customers are able to view products and categories that of utmost interest to them and thus, are able to navigate the diverse product assortment seamlessly. Additionally, over the past year, Daraz has harnessed its access to unprecedented technology to bring customers a variety of digital payment options and automate logistics to ensure swift fulfillment of orders. The 12.12 sale event will bring all these elements into play to optimise customer experience. Daraz Express (DEX), the platform’s logistics service specifically designed for ecommerce operations, employs 1,500 DEX Heros who manage hundreds of thousands of orders. Launched one year ago, DEX has grown tremendously and today, fulfills more than 60% of all deliveries. For the sale event, Daraz has partnered up with Mastercard, Bank Alfalah, Meezan, Easypaisa and MCB to offer customers upto 15% additional discounts. The Daraz Wallet is the smartest payment option on the platform as it allows customers to avail exclusive bonuses and cashback, check-out faster and get instant refunds in case of returns. With its PCI DCCS compliant checkout, Daraz ensures that customers are safeguarded against fraud. Daraz encourages all customers to activate and load their Daraz Wallets, get their bank cards ready and start collecting vouchers before the sale begins to make sure they are able to make the most of the event.
Breaking the fourth wall: Daraz revolutionises TV advertising
Daraz, the leading online marketplace in Pakistan, has launched two interactive TV advertisements featuring A-list celebrities, Ali Rehman and Suboor Aly. The ads follow innovative formats that break the fourth wall and effectively engage customers by including direct calls-to-action. A two-way communication channel opens up in one of the ads when Ali Rehman asks the viewers to help him guess a code. He directs them to log onto the Daraz app, click on his icon on the home screen and try to guess the code which in turn serves as a voucher code. The second ad is similar. Suboor Aly is shown playing Flying Daz – a game on the Daraz app – and directs viewers to log onto the app to play the game, informing them that the points they win will be credited into their Daraz Wallets as cash. Must Read: Pakistan Boosts Regional Digital Customer Experience Market to USD 800 Million This is not the first time Daraz has run interactive ads. In June, during the platform’s flagship Mobile Week sale, an ad featuring Hania Amir was rolled out to promote the Shake Shake feature, through which customers can shake their phones to win vouchers. Hania directed viewers to log onto the Daraz app and shake their handsets. For the duration of the ad campaign, Daraz hosted all-day shake sessions on the app and witnessed a 40% increase in voucher redemption rates. The smooth execution of these ad formats is a task that cannot be accomplished in isolation. The integration of back-end technology that Daraz has access to, the app’s user interface and efficient media planning need to be synchronised in order for the platform to witness encouraging trends in conversion and voucher redemption rates. “Our access to new-age technology allows us to explore innovative methods of engaging our customer base. The seamless execution of creative ads is crucial as they serve as gateways for effective communication with our customers,” Saman Javed, Head of Marketing Communications, said. Daraz has access to the best-in-class technology and is willing to explore the possibilities for innovation in order to provide customers with an engaging experience. The platform has effectively infused the shopping experience on the app with entertainment through features such as Shake Shake and in-app gamification and, through creative ad formats, the platform is able to encourage customers and viewers to interact frequently with the app.
