Lazada Singapore Launches Its First Omnichannel Tech Show

Omnichannel shopping is becoming the “new normal” in Southeast Asia’s retail landscape, and brands and sellers are increasingly looking for opportunities to strengthen their online and offline integration.

Tapping into this growing trend, Lazada’s Grand Online Tech Show made its highly anticipated return with its first online-to-offline (O2O) showcase, which featured the latest products and deals from more than 20 international and homegrown tech brands.

Held at Plaza Singapura from May 23-29, the weeklong pop-up event was among one of the first physical tech showcases to return since the pandemic. Taking full advantage of the event space, brands such as Vivo, Logitech, Lenovo, Razer, Samsung and Sony created immersive showcases at their booths that allowed customers to try out products and participate in interactive games to score vouchers and other rewards. Some brands also took the opportunity to debut new products, such as the Vivo X80 Pro smartphone, and introduce preorder deals for tech-loving consumers.

While customers could enjoy the experience of browsing and trying out products in person, they were also able to take advantage of the many conveniences of online shopping at the O2O showcase. For example, consumers could purchase products via the Lazada app by scanning onsite QR codes and choose to have items delivered to their doorsteps or prepared for in-store pick-ups.

Sales from Lazada’s Grand Online Tech Show grew by over 25% compared with last year’s all-virtual event. This sales growth reflects customers’ appetite for integrated shopping experiences, especially as physical-distancing restrictions continue to ease across the region. Other O2O initiatives from Lazada have met similar success, including last year’s Come Home to Lazada pop-up showcase at Singapore’s Raffles City shopping mall and the LazMall and LazMall Prestige showcase along Orchard Road during the Christmas festive season. The eCommerce company has also brought together the joys of in-person shopping and the conveniences of online retail in other markets in the region, including with its immersive Lazada World installation at Bangkok’s ICONSIAM shopping mall to celebrate Lazada’s 10th anniversary in March.

“With the easing of community measures, we are glad to have been able to work with top electronic brands to organize our first ever online-to-offline Grand Online Tech Show,” said Loh Wee Lee, chief executive officer of Lazada Singapore. “This event is just the first among many more to come, and we hope to receive the continued support of our brand partners and of our customers for our future initiatives.”