Pakistani e-commerce giant Daraz has proven effective its pioneering effort to combine entertainment with shopping on the platform. The shopping trend has changed in recent years, where the customers look beyond just buying the things they need, rather they want to live the experience. People enjoy shopping, it’s a full-time hobby.
Shoppertainment is a neologism that splices shopping and entertainment and Daraz has mastered the art.
DarazMall is the feature on the app where 400 leading brands have their official stores and over the past year, with innovations such as in-app gamification and Shake Shake, it has become the number 1 online shoppertainment platform in the country.
With Shake Shake, you can Open the Daraz app and shake your phone to win vouchers from top brands – it’s that simple. Everyone must have seen ever-gorgeous Hania Amir in the ads.
Daraz has utilised its access to new age technology to create an engaging, shoppertainment platform. In-app gamification was introduced when Daraz hosted the Gala last year to kick-off the Gyara Gyara sale. The Gala was a live event aired on a TV channel last year, on November 10 in the hours leading up to the sale that began at 12am. It was the first ever interactive gamified show aired on mass media in Pakistan. A large offline audience – show viewers sitting at home – was engaged and connected to whatever was happening on TV. Using the Daraz app, Customers could screen QR codes visible on TV screens to play the same games celebrities were playing with the host, Ahmed Ali Butt, on TV and stand a chance to win prizes from leading brands such as L’Oreal, PEL, Mi, Unilever and Haier.
Also, Daraz has come up with the amazing initiative of DLeague. Daraz has launched DLeague where influencers relating to different fields give video reviews of the products. These include top fashion,makeup, technology, travel, and food bloggers.
With DLeague you can get a glimpse into the lives of your favorite influencers to jazz up your lifestyle. It’s not just the online stars who are present on DLeague some of the most renowned celebrities are also on the platform who have collaborated with different brands like Juggun Kazim and Nida Hussain.
More than anything the interface of the Daraz application is so user-friendly that people can’t stop using it. The right color theme, attractive fonts and eye-catching Daraz mascots are all making online shopping fun.
