Lazada Indonesia celebrated the end of the year with a series of immersive shopping experiences. Aside from returning as the official online shopping partner of this year’s Harbolnas, which took place on December 10-12, the eCommerce giant also kicked off its Lazada Fest 12.12 this month by introducing an exciting lineup of activities, including three online-to-offline pop-up festivals featuring immersive booths and star-studded concerts.
Harbolnas (short for “Hari Belanja Online Nasional,” or National Online Shopping Day in English) was originally created by Lazada in 2012, when the company was just a fledgling start-up in Jakarta looking to make its mark in a still-new eCommerce landscape. Lazada strategically timed the online shopping festival to align with the year-end holiday season so it could provide consumers with exciting deals and gift-buying opportunities while offering sellers the chance to capitalize on heightened consumer spending.
Since its debut, Harbolnas, which is now organized by the Indonesian E-Commerce Association with support from the Ministry of Trade, has grown into one of the biggest shopping events in the country and is a powerful driver for the local economy.
To add to the excitement around the year-end shopping festival, Lazada also launched its Lazada Fest 12.12, which included pop-up festivals in Jakarta, Surabaya and Makasar. The festivals included an array of O2O activities, including beauty demonstrations, talk shows, karaoke nights and games, and closed with a concert in each city with performances from the likes of Isyana Sarasvati, Red Velvet and Key from SHINee.
Harbolnas and Lazada Fest 12.12 are especially significant for local small and medium-sized enterprises, as they provide them with a platform to leverage the digital marketplace for greater growth and success. In fact, Lazada has been working closely with local sellers to create opportunities for them to further showcase their products during the year-end shopping season. For example, the eCommerce company offered up to 50% in subsidies for local businesses participating in Harbolnas on its platform. Meanwhile, at Lazada Fest 12.12, it launched exclusive collaborations between six local beauty brands and six local influencers, namely From This Island x Maudy Ayunda, Mother of Pearl x Tasya Farasya, Azarine x Nanda Arsyinta, Dear Me Beauty x Aaliyah Massaid, For Skin’s Sake x Agatha Pricilla and Luxcrime x Cinderella. Consumers could shop for products from these collaborations exclusively at the pop-up festivals. The products are also available through Lazada’s online platform until the end of December.
“This year is a special year for us, as after being one of the pioneers of Harbolnas 12 years ago, we are once again the official eCommerce partner for the festival. With Lazada Fest 12.12, we also want to bring the excitement of shopping for quality products in Lazada directly to our customers. This event and our exclusive collaborations are proof of Lazada’s commitment to continuing to support the growth and progress of local brands,” said Intan Ayu Kartika, chief marketing officer of Lazada Indonesia.
James Chang, Lazada Indonesia’s chief executive officer, said the company’s support of Harbolnas strengthens its commitment to supporting local sellers to drive Indonesia’s digital economy.
“We hope that the Harbolnas momentum can be a stage for local sellers to increase sales and stimulate Indonesia’s digital economy. Lazada is very ready to provide support for local sellers at the largest online shopping festival in Indonesia through the various programs, features and technology that we have on the platform,” Chang said.
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