DARAZ
Q: How does branding add value to Daraz?
A: Branding is essential for creating transformative and meaningful experiences for an organisation’s customers. It sets the tone for innovation, and is the unique identity and image that customers come to recognise and trust.
Branding differentiates an organisation’s value proposition from that of competitors and a strong brand can forge emotional connections with customers, leading to increased loyalty in the long run.
Daraz’s brand is centred on creating immersive shopping experiences and fostering a trusted e-commerce ecosystem. It serves as a guiding force, shaping our decisions and values. Our brand’s clarity and consistency provide a solid foundation, directing our strategy, culture and innovation efforts.
This internal cohesion drives improved efficiency, streamlined processes and a more unified workforce. By anchoring our organisation to our brand, we maintain a strong and synchronised identity that enables us to navigate market dynamics and deliver exceptional experiences to our customers.
Head of Traffic Operations
Q: What is your assessment of Daraz’s brand performance post-COVID?
A: Following the onset of the pandemic, Daraz saw impressive increases in its user base, app downloads, seller registrations, gross merchandise value (GMV) and an assortment of products. This surge could be attributed to the shift in consumer habits and perceptions to online shopping, which was already gaining popularity in Sri Lanka before the pandemic accelerated it.
To seize these opportunities, Daraz strategically prioritised user engagement and experience, by harnessing its digital and technological prowess to cater to the ever evolving needs of sellers and consumers.
Simultaneously, the brand also committed to maintaining an expansive presence across the island and region, which was reinforced through dynamic content creation, impactful social media initiatives, and significant investments in digital and offline marketing assets.
Daraz’s substantial investments in logistical and other infrastructure developments enabled the brand to swiftly expand its operational capabilities to meet international benchmarks for delivery, fulfilment and customer service as demand surged.
In a bid to advance digital payments, Daraz delved into fintech and introduced Koko, a ‘buy now pay later’ financing solution, offering customers payment flexibility and enhanced convenience in digital transactions.
Daraz showcased remarkable resilience and agility during the pandemic, experiencing substantial growth and expanding its workforce to over 1,500 employees, thereby creating new job opportunities for Sri Lankan youth.
Consecutive ‘Great Place to Work’ titles in 2021 and the following year serve as acknowledgement of the brand’s commitment to excellence. Moreover, Daraz acquired the title ‘Youth Brand of the Year’ at the 2022 and 2023 SLIM-Kantar Peoples Awards, and walked away with the Service Brand of the Year Award this year.
These accolades further highlight Daraz’s unwavering dedication to delivering exceptional experiences and solidifying its position as a leader in the sector.
Q: How is your brand adopting new technologies?
A: Daraz is committed to staying at the forefront of retail and logistics technology. To leverage the power of technology, we are continuously investing in new tools and features to enhance our customers’ and sellers’ experiences.
Our core strategy involves incorporating intelligent search tools, live streaming capabilities, data analysis, advertising intelligence and AI tools into our day-to-day operations. These features enable us to provide a more convenient search experience and fulfil customer searches faster.
To elaborate on how adopting technology has changed the game for Daraz, here are a few examples. Our live streaming feature enables us to effectively showcase sellers’ products, empowering buyers to make more informed purchase decisions. Through data analysis, we personalise user journeys, creating a more effective shopping experience for both buyers and sellers while also driving the adoption of e-commerce throughout the country.
“A strong brand can forge emotional connections with customers, leading to increased loyalty in the long run”
Our advertising intelligence and solutions allow sellers to prominently showcase their products and brands on our platform, driving sales and facilitating business growth.
The integration of innovative payment solutions like Koko continues to yield positive results by offering customers enhanced payment flexibility and affordability, while our ongoing enhancement of the live chat feature to operate 24/7 ensures safer and more reliable shopping experiences for our valued customers.
With state-of-the-art technology, we’ve revolutionised the shopping experience in Sri Lanka, driving seller growth, fostering customer loyalty and increasing digital adoption. As a tech driven organisation, our relentless commitment to innovation ensures unparalleled user experiences and we are committed to shaping the future of e-commerce in the country by continuing to invest in groundbreaking technologies on Daraz.
– Compiled by Dona Senara
Telephone 7575600 | Email customer.lk@care.daraz.com | Website www.daraz.com
