Lalamove’s creative strategy of omnichannel promotion favours its key communities

Lalamove’s creative strategy of omnichannel promotion favours its key communities

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On-demand delivery platform Lalamove has always been going extra miles to engage and create excitement with its key communities - the customer, SMEs - and driver partners, its key communities,  through omnichannel promotions.

Take the food and beverage industry as an example, businesses often find high delivery costs and narrow food delivery scopes stifling to their expansion and development. On the customer's side, HongKongers find it difficult to dine out or order party food in areas that have limited restaurant choices. To propel these businesses to thrive, and to bring delicacies from all over the territory to their customers’ doorsteps, Lalamove's wide-ranging fleet offers support to restaurants by providing cross-district food delivery, addressing the logistics pain points of the industry while catering to the appetite of all customers.

To amplify the dynamic between Lalamove, SMEs and customers, Lalamove has teamed up with four online businesses to launch a seven-day “Lalalicious CAR-nival” at K11 Art Mall to break geographical barriers and deliver local delights for Hongkongers to enjoy.

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Running from 9-15 November, the week-long campaign showcased and celebrated four Lalamove merchants who boast their highly popular artisanal food products, while setting a new delivery trend for the local food and beverage industry by inviting Hongkongers to break through distance and deliver party food and drinks from different districts around town straight to their doorsteps. It also elevates the user experience for its loyal users, especially members of the Lalamove Rewards Programme, by providing prizes and perks at the CAR-nival.

“Lalamove has always been dedicated to transcend itself from being merely a delivery platform. We’re about setting new trends and creating extra value for our key communities: drivers and users which are predominantly SMEs,” said Kristie Cheung, head of marketing communications of Lalamove. “We are constantly identifying pain points of our key communities, developing methodologies and swinging into action to address them, while consistently bringing novel ideas into the market," she added. 

The four food and beverage brands include Monsoon Baking Atelier, an online bagel store specialising in a variety of unconventional flavours; Nuttie B, a healthy handcrafted nut butter specialist; Heng Fook Bakery, an artisanal cookie baker specialising in home-baked cookies and Hong Kong Whistle, a Hong Kong-style craft beer brewer made with locally sourced ingredients.

On the other hand, Lalamove has been pouring in efforts to support driver partners to become their own “bosses”, by providing flexible working models and allowing them to decide their working hours, locations and order volumes.

To further bring the fleet’s behind-the-scenes to life, Lalamove has once again collaborated with local artists to curate Art on the Lalamove, Lalamove’s Mobile Art Festival, to highlight that the brand does more than just delivering goods. Every delivery is filled with colourful and unique stories and every mile embodies the trust Lalamove’s customers place in the brand.

As part of the collaboration, five artists transformed Lalamove trucks into mobile artworks in their unique styles, depicting memorable delivery stories ranging from food delivery, eCommerce couriers, gifting, pets traveling to Lalamove Rewards.

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This article is sponsored by Lalamove.

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