SINGAPORE — Online marketplace Lazada said Thursday it was combining pop star appeal, digital tools and in-app games to lure more millennials to shop and sell on its platform.
Lazada can “gain eyeballs” by combining shopping with entertainment, Group CEO Pierre Poignant told reporters here. One of the first efforts include a party in Jakarta on March 27 headlined by international pop star Dua Lipa and Miss Universe 2015 Pia Wurtzbach.
Aside from livestreaming concerts, Lazada’s “shoppertainment” push also includes 3 mobile games. Digital vendors can also personalize their own own stores on LazMall, which touts an all-authentic range of products.
“The millennials have a different way of shopping, consuming, and entertainment. They do everything on their smartphones,” Poignant said.
“We believe that we need to basically move to an all-experience, more fun, and more entertaining [track],” he said.