SINGAPORE: The Great Singapore Sale (GSS) to team up with online shopping platform Lazada this year – a move its organizers have called “timely” amid the country’s return to stricter COVID-19 measures and a transformed retail scene.
The annual shopping affair, which began 27 years ago, will run from June 6 to July 7, the Singapore Retailers Association (SRA) said on Wednesday (May 12).
The campaign first went live last year amid the pandemic, with live streaming activities and virtual workshops held for four weeks on SRA’s online platform.
With the pandemic far from over and the recent increase in community infections in Singapore leading to a return to Phase 2 restrictions, the SRA said it could leverage the expertise of the online platform to help retailers to go online.
“The COVID-19 pandemic has had a profound impact on consumer buying habits and has accelerated the urgency of retailers to rapidly expand their digital presence in order to stay engaged with their consumers and develop alternative sales channels” SRA Chairman R Dhinakaran said in a press release. .
“Our partnership with Lazada this GSS is timely, in light of the more stringent SMM (Safe Management Measures) guidelines limiting buyer traffic to stores and malls, and a changed sales landscape,” he added.
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This year’s ESG will be a four-week affair with weekly thematic sales across different product categories, such as tech, groceries, home, baby, fashion, and health and beauty. It will kick off with Lazada’s monthly sales campaign on June 6 before ending with the platform’s other sales event on July 7.
Besides the promotions, there will be livestreams and shoppertainment games, said James Chang, Managing Director of Lazada Singapore.
A key feature of GSS this year will allow shoppers to make purchases from a retail brand’s online store on Lazada and collect them at the brand’s physical point of sale.
The feature gives customers an additional delivery option and offers retailers a “hybrid operating model” while helping them strengthen their online presence, organizers said.
Retailers can benefit from Lazada’s technology infrastructure, payment gateway and delivery solutions with third-party logistics partners. This removes many costly hurdles retailers face when selling online, organizers added.
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Each retailer will have a dedicated account manager to navigate features like flash sales and Lazada’s live streaming service, LazLive.
To “entice” retailers, especially small and medium-sized businesses, new entrants to its LazMall marketplace for brands and authorized distributors will not have to pay commission for the first three months.
“We strongly believe that online retail is here to stay and while it will never overtake offline retail, it is an imperative sales channel,” SRA’s Mr. Dhinakaran said.
Mr. Chang, of Lazada, said the platform hopes to do its part to rally the retail industry during a difficult time and equip the industry with the necessary tools.
“By helping sellers with the tools they need to scale their online business, we are helping them prepare for the future – both during the pandemic and beyond,” he said.