The content-commerce deal was for ZALORA’s Big Fashion Sale in June 2021 while Z-Live, the live streaming platform was launched in partnership with BeLive Technology.
ZALORA and Mediacorp struck a content-commerce deal for ZALORA’s Big Fashion Sale (from 24 to 30 June 2021), the fashion and lifestyle platform announced on 21 June.
As part of the deal, the ZALORA Big Fashion Sale offered brand deals at up to 90 percent off, with additional upsized vouchers and cashback rewards. Participating brands include Puma, Trendyol, adidas, Calvin Klein, Superdry and others. Besides the discount, there were other incentives thrown in too.
As part of this content partnership, media platform Mediacorp offered consumers three specially created Work from Home-themed episodes on Hush, a podcast series featuring familiar voices from Mediacorp DJs Hazelle Teo (YES 933), Germaine Tan (987) and Azura Goh (Ria 897). In this series, two of the three episodes featured a secret code that granted Hush listeners an exclusive discount during the sale.
“Mediacorp is glad to partner ZALORA to provide greater value for consumers using the strength of our engaging content and expansive network. This collaboration builds on Mediacorp’s proven track record in driving commerce using innovative content solutions. We hope to leverage our partnership-based business model to deliver results for more like-minded clients, as we work together to strengthen the economic engine of the country,” said Parminder Singh, Chief Commercial and Digital Officer, Mediacorp.
Launch of Z-Live
ZALORA also announced on 23 June that it is launching a live streaming platform, Z-Live, in partnership with Singaporean live streaming technology provider, BeLive Technology.
The platform was launched in conjunction with the ZALORA Big Fashion Sale, allowing audiences to shop while live viewing the programmes.
According to the platform, Z-Live is part of its customer’s journey, opening up two-way communication between shoppers and brands. By providing a platform for real time interaction between fans and ZALORA, brands have an opportunity to capture shoppers anywhere, anytime, wherever they are, the company said in a statement.
“Launching livestream shopping is part of our broader strategic plan to bring together Content, Social and Commerce to create highly engaging and inspiring experiences in Fashion and Lifestyle e-commerce,” saod ZALORA Group CEO, Gunjan Soni. “Our vision with Z-live is to go beyond just being a commercial transaction, but more importantly focus on the relevance of the content to potential shoppers. Live streaming adds a strong emotional connection to online shopping, which can bridge the gap between online and offline shopping with real people and experts showing the products, answering queries and viewers interacting with the host. We are focusing on high quality curated shows developed by ZALORA together with the most sought after brands specially for the Southeast Asia consumer. In addition to the live content users will be able to browse and enjoy a library of curated content at their leisure as well.”
