By Tasmia Zumana
The Campaign that Breaks the Internet
The One and Only 11:11
11.11 has set a new milestone in online shopping in Bangladesh. Thousands of deals, million Tk discounts, new technology, super logistics support brought new customers into online shopping. Last year’s 11:11 campaign brought almost 2 times the customer into the 11:11 campaign and sales spiked to nearly 4 times than that of 2018’s 11:11 campaign. Daraz brought remarkable sales figures in E-commerce history in Bangladesh- Gross Sales: Tk.127.9 crore, Gross Item: 955,000, Unique Buyers: 343,000. Also, with better customer education, long term customer engagement helped to boost campaign performance in this short period. Daraz bought millions of new products with lucrative deals. The resounding success of the 2019 Daraz 11:11 campaign has ushered in a renewed sense of excitement, not just for Daraz, but for the e-commerce industry as a whole. Currently, Daraz’s inventory boasts a whopping 10 million products as they gear up to bring even more exciting offers and deals for this year’s 11:11 campaign.
A Buddy to Brands
Being associated with the campaigns help create better synergy during the campaign period. The brands and Daraz work together to highlight the various offerings during the campaign period. Through the association, Daraz enables its partners to gain a lot of visibility through the various communications in earned, owned and paid media which includes TV, Radio, Online, Newsletters, On-site, etc. Hence the partners are able to reach out to millions of customers and increase their brand awareness significantly. Not just that, through Daraz’s advanced tracking tools and attribution parameters developed by Alibaba group, they are able to provide detailed reports on the amount of visibility and engagement brands have received in each of the channels and how much business value is converted to in terms of sales through Daraz. As a result, the brands are able to see the exact return on investment through the partnership.
Carrying the Load
Answer: All of Daraz’s stakeholders, employees, sales, partners work in harmony to set the 11.11 campaign properly. During the campaign, Daraz recruited 21 part-time collection point agents, 200 operators, 732 riders, 45 drivers, 300 customer service agents, and many more full-time executives in different departments such as marketing, commercial, operations and cross-border are also being hired to make this campaign successful. Daraz’s logistic support team is well trained and well aware to follow contingency plans to serve the best service to the customers. Daraz has its own delivery system – DEX to fulfill on-time delivery promises to the customers. Sorting center, warehouse capacity is built in a way so that Daraz can hold huge order volume during the 11.11 campaign. Moreover, with 49 nationwide hubs, Daraz also offers 58 Collection Points in different points in Bangladesh where customers can pick their products without any shipping cost and which is also less time-consuming. With a customer service center, fast delivery system, technological advancement, Daraz has proved itself more than capable of pulling off the 11.11 campaign very successfully.
A Promising Partnership
Brands that have partnered with Daraz for the 11:11 campaign have expressed an encouraging positivity. Following the success of 2019’s campaign, most of these brand partners have divulged their interest to partake in the upcoming campaign as well. A lot of them have made year-long plans and joint business plans (JBP) based on Daraz’s campaigns throughout the year.
Going Cashless for Cashbacks
The major possible benefits of using digital payments method are- customers don’t need to carry the cash along with them and this minimizes the chance of losing or misplacing cash. Most e-commerce platforms offer various extra discounts and cashback offers through the digital payments transaction whereas cash purchase gets the regular discount.
Over the last few years, Daraz has seen a potential growth in digital payments on e-commerce transactions. At first, customers were comfortable using cash on delivery payment methods while receiving the product first. However, the scenario has changed nowadays, where customers prefer digital payments for their convenience. As time progresses and trust increases and becomes more widespread, this risk perception will naturally decrease whereas security is still a major concern to the older generation.
These businesses also believe that customers that use these digital payment services are more reliable than those who use direct cash purchase on e-commerce. Currently, younger generations are adopting digital payments transactions, with more people joining the cashless revolution every day. Daraz has changed the shopping experience for consumers. While good old traditional brick and mortar edifices are timeless, e-commerce has ushered in a new era where consumers can participate in the frenzy of sales and discounts, while never having to leave the comfort of one’s home.
