P&G has partnered with Shopee to launch an enhanced virtual home shopping experience in Malaysia and Vietnam. This will progressively be rolled out in Singapore, Thailand, the Philippines, and Indonesia in July and August. Elements of the microsite will be localised to each country with the aim of better resonating with consumers through familiar imagery, Shopee and P&G said in a joint statement. The campaign comes on the back of P&G's Show Me My Home campaign in 2020, which saw sales increase by 20 times regionally on the campaign's peak day. The launch also marks a milestone in the brands' partnership to provide quality products to consumers using eCommerce.
Accessible via the P&G official store on both Shopee’s website and app, the immersive shopping experience aims to provide consumers with an interactive and elevated online shopping journey that changes the way they discover and browse products, beyond traditional product pages. The virtual home shopping experience will feature multi-format touch points including videos, gamification, and localised content to make online home shopping convenient and engaging for all.
Users can shop for household essentials produced by P&G brands such as Olay, Downey and Gillette by browsing through items categorised according to rooms. Alongside a 360-degree view of the rooms, users are able to click on the array of P&G products for product education through games, how-to videos and reviews from KOLs, among others. P&G and Shopee are also giving out vouchers which will be made available through gaming features in the different rooms such as the Laundry Game where users hunt for dirty laundry hidden in the house, or identifying the correct benefits tied to each product through the Olay Game. MARKETING-INTERACTIVE has reached out to Shopee for comment.
Shankar Viswanathan, SVP, Malaysia, Singapore and Vietnam, and head of eCommerce, APAC and MEA, P&G said that with the pandemic causing a surge in eCommerce over the past few years, staying ahead with digital innovation is more important than ever. "By leveraging the power of technology and gamification, we aim to provide consumers with the best possible virtual home shopping experience in the new normal. In line with P&G’s belief in constructive disruption, we are certain that this will drive growth and value, shaping the future of eCommerce,” he added.
Pavan Challa, director, regional brand partnerships, Shopee added that the digital home shopping experience will help consumers immerse themselves into the journey of browsing and discovering new brands and items, very much like visiting a showroom. "Deeper engagement with brands will also help to facilitate greater customer loyalty, which is a win-win for our users. As we continue to grow the household and personal care categories on Shopee Mall, we look forward to working closely with brands such as P&G to innovate experiences," he said.
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