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Lazada ties up with GroupM to bolster eCommerce solutions in Thailand

Lazada Thailand has partnered with GroupM Thailand to create a holistic ecosystem for LazMall brands grow its sales on the eCommerce platform. This will be approached through eCommerce investment leveraging GroupM’s expertise in media planning and buying, information analysis, and business and communication strategy via Mindshare, MediaCom and Wavemaker.

On top of GroupM’s media and marketing analytics capabilities, Lazada also looks to empower GroupM with fundamental eCommerce knowledge to deliver the “best online shopping experience” to its customers. As such, the agency will be imparted with knowledge of shop-in-shop marketplace operations which is LazMall brands’ eStore strategies that drive conversion. It also allows the agency to understand Lazada traffic tools operations on levering these tools to drive traffic to LazMall stores, as well as partner premium services that opens up Lazada’s visibility assets such as homepage banner, LazMall banner, social and CRM on the platform.

In the beginning of June 2019, Lazada launched the first wave of its “Partner Solutions Program” aimed at incentivising LazMall brands to be rewarded with “Partner Points”. Earned via eCommerce investment, this looks to to drive traffic to the brands’ eCommerce stores. According to Lazada, this requires brand and agency knowledge about digital marketing and media optimization to boost conversion for LazMall brands.

Yann Fontaine (pictured right), chief business officer of Lazada Thailand said the company is committed to empowering its LazMall brands to better connect with the consumers and optimise growth on the platform. “Our tools such as the eCommerce solutions portal provides both brands and agencies insights to better understand customer behaviour, allowing them to optimise their media spending and improve performance. With GroupM’s expertise in media, we believe this partnership will strengthen Lazada’s role as an accelerator for our brand partners,” he added.

Niklas Stalberg (pictured left), chief executive officer, GroupM (Thailand), said the brands on LazMalls are increasingly challenging the agency to support by creating eCommerce strategies, lead generation tactics and to increase the revenue generated from online sales.

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