(Source: Inside Retail Asia | 26 May 2017)
Alibaba-backed Lazada Group is to expand its strategic partnership with its biggest brand partner in sales, Samsung.
The strengthened Samsung-Lazada deal follows strong performance over the past year of partnership, says the e-commerce retailer.
Overall sales of Samsung products on Lazada last month were 2.5 times better than a year ago, with the mobile segment and non-metro areas across Southeast Asia contributing significantly.
Growth is expected to continue to come from mobile, with increased contribution from TVs and home appliances, says the online retailer.
The expanded partnership will connect Lazada and Samsung teams in Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam on strategic initiatives to make the full suite of Samsung products more accessible.
Lazada is also training installers for customers who buy Samsung TVs or appliances. In a pilot project by Lazada Vietnam, half of consumers buying these items chose to use the installers.
Using data science, Lazada will help Samsung reach out to specific shopper segments more accurately, based on browsing and buying patterns.
“Big brands like Samsung are recognizing the strategic importance of e-commerce in Southeast Asia,” says Lazada Group CEO Max Bittner.