In the outgoing year, the number of Pakistanis visiting Daraz every month to shop and browse increased from 1 million to 5 million. One of the primary drivers of this growth has been the engaging and entertaining customer experience the platform offers. Daraz has harnessed its access to the latest technology to curate an experience that goes beyond retail and over the past year, the platform has pioneered the art of online shoppertainment.
In 2018, Daraz launched the mega 11.11 sale for the first time in Pakistan and to kick-off the event, the platform hosted the Countdown Gala, a live event aired on a TV channel last year, on November 10 in the hours leading up to the sale that began at 12am. It was the first ever interactive gamified show aired on mass media in Pakistan and the epitome of online shoppertainment in the country. A large offline audience – show viewers sitting at home – was engaged and connected to whatever was happening on TV. Using the Daraz app, customers could screen QR codes visible on TV screens to play the same games celebrities were playing with the host, Ahmed Ali Butt, on TV and stand a chance to win prizes from leading brands such as L’Oreal, PEL, Mi, Unilever and Haier.
Since then, Daraz has further refined the art of entertainment, making it a key element of customer journey. In-app gamification is one of various features that stand at the core of Daraz’ shoppertainment, and, with the launch of DarazMall, a premium service channel through which customers have access to authentic products from brands, it has helped leading national and international brands connect with customers in a uniquely interactive manner. Often sponsored by brand partners during Daraz’ mega flagship sales such as Gyara Gyara (11.11) and 12.12, games offer an interactive way for customers to earn bonuses that can be used to shop on the platform. Often, these bonuses are deposited directly into a customer’s Daraz Wallet, a close-looped payment method that has reduced the transaction on the Daraz app to a two-click process.
Shake Shake – a feature that gives customers the chance to win prizes and vouchers by shaking their phone – is also integral to shoppertainment. As is D League – a space where a number of influencers share their best tips and tricks with our customers. It is a platform specially designed to local digital influencers to connect with customers and app users to share their recommendations with them. In this manner, Daraz has built a community of like-minded, young individuals who have embraced the digital era.
While shoppertainment is a common element at brick-and-mortar establishments, Daraz has championed the concept in the ecommerce landscape. The platform has been able to push the boundaries of innovation to not only curate a unique experience for customers but also to help brands interact with a growing audience.