Online buyers experience ‘shopper fatigue’ from frequent mega sales days
Singapore Business Review|Issue 100
Experts warn that this is triggered by frequent large-scale shopping events.
Online buyers experience ‘shopper fatigue’ from frequent mega sales days

Online mega sales days and flash sales were once large drivers of e-commerce transactions but the proliferation of platforms and specials sales days is starting to wear thin with buyers.

FanRu Meng, CEO of e-commerce analytics firm Intrepid Singapore, said that the more frequent these retail sales are, the more customers see less value in them. In turn, it becomes more challenging for retailers to drive sales and conversions.

“There will be shopper fatigue. From a consumer perspective, there’s no more anticipation building up with significant dates to purchase a certain item when every other day, one can expect massive deals and discounts offered,” FanRu told Singapore Business Review.

To counteract shopper fatigue, FanRu said mega sales of retail brands and e-commerce platforms should be “differentiated.”

Lazada does this by localising its campaigns and working with merchants that will entice and will be relevant to communities in Singapore like Lunar New Year, Ramadan, and Christmas.

Lazada Chief Business Officer Carey Chong said they inject “exciting promotions” during mega sale campaigns, such as the million-dollar condo giveaway in their last 11.11 sale.

In Singapore, Lazada introduced Lazada Bonus, an additional campaign-only voucher that can be used on top of the existing store and Lazada vouchers, as well as Everyday Cashback, which presents shoppers with 9% cashback on eligible purchases.

These promotions are the “hallmark” of mega sales, Chong told Singapore Business Review.

Diese Geschichte stammt aus der Issue 100-Ausgabe von Singapore Business Review.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

Diese Geschichte stammt aus der Issue 100-Ausgabe von Singapore Business Review.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

WEITERE ARTIKEL AUS SINGAPORE BUSINESS REVIEWAlle anzeigen
How TikTok powers cross-border shopping for Singapore retailers
Singapore Business Review

How TikTok powers cross-border shopping for Singapore retailers

The yellow basket feature allows viewers to purchase items directly during livestreams.

time-read
3 Minuten  |
Issue No. 109
Income Insurance seeks to fill billion-dollar financing gap in climate transition
Singapore Business Review

Income Insurance seeks to fill billion-dollar financing gap in climate transition

The region skimmed its carbon intensity by 2.8%, far below the 17.2% needed.

time-read
3 Minuten  |
Issue No. 109
SIDS fights misconceptions in interior design with accreditation, education
Singapore Business Review

SIDS fights misconceptions in interior design with accreditation, education

The organisation is setting up a digital platform to speed up accreditation from 6 to 2 months.

time-read
3 Minuten  |
Issue No. 109
IHH's proton therapy takes aim at tumours with precision and low risk
Singapore Business Review

IHH's proton therapy takes aim at tumours with precision and low risk

Leaving surrounding organs at risk during cancer treatment might become a thing of the past.

time-read
2 Minuten  |
Issue No. 109
SingPost pivots from mail to logistics as e-commerce demand drives growth
Singapore Business Review

SingPost pivots from mail to logistics as e-commerce demand drives growth

It is banking on e-commerce to drive its logistics unit, which accounts for 69% of revenue.

time-read
3 Minuten  |
Issue No. 109
Singapore needs SEA neighbours to power renewable energy transition
Singapore Business Review

Singapore needs SEA neighbours to power renewable energy transition

Experts favour Malaysia and Indonesia as renewable energy import sources.

time-read
2 Minuten  |
Issue No. 109
Singapore's architecture blueprint spurs push to tackle brain drain in other sectors
Singapore Business Review

Singapore's architecture blueprint spurs push to tackle brain drain in other sectors

Paying the country's architects just right will hopefully stop the brain drain.

time-read
3 Minuten  |
Issue No. 109
Millionaires eye a piece of Singapore's rich colonial era
Singapore Business Review

Millionaires eye a piece of Singapore's rich colonial era

The country's remaining 6,500 shophouses are in high demand amongst the ultra-rich.

time-read
3 Minuten  |
Issue No. 109
HDB resale portal unlikely to cut out property agents
Singapore Business Review

HDB resale portal unlikely to cut out property agents

The portal enables sellers to list their units themselves.

time-read
3 Minuten  |
Issue No. 109
Factory and retail spaces shine as housing heads for worst market slump in 16 years
Singapore Business Review

Factory and retail spaces shine as housing heads for worst market slump in 16 years

Its manufacturing and tourism rebound will spur demand for industrial and high-street shops.

time-read
4 Minuten  |
Issue No. 109