Daraz.pk holds media event before Black Friday

Daraz expects orders to touch 500,000 during Black Friday, two to three times higher than last year

KARACHI: Ahead of its third consecutive Black Friday Sale, Daraz.pk on Wednesday held a media briefing along with its partners at a local hotel in Karachi.

The week-long event which will begin from Monday, November 20 will be offering sales up to 86% on various products and for first three days a category specific sale will be up which will then transform into all out sale from November, 24 onwards.

Following last year’s trend, the team of the online shopping site is expecting a huge turnover this year with as many as 500,000 orders to be received by the portal – two to three times higher than last year.

Addressing the event CEO Daraz.pk, Bjarke Mikkelsen, said, “We are proud to unveil our plans for this flagship sale event. In scale and magnitude, this is going to be huge. Black Friday isn’t just a sale; it’s an event, an experience. We’re working days and nights to ensure customer expectations are met and exceeded.”

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The management team further stated that 2017 has been a very big year for Daraz.pk more than a million orders, 50 million sessions are expected which will surpass last year’s benchmark of Rs1 billion sales.

Speaking about the Black Friday’s success Hamaad Ravda said, “We brought Black Friday two years ago to Pakistan and then last year everyone one saw how it became a retail trend. This shows that Black Friday is not a niche trend anymore, e-commerce is not a niche anymore.”

Speaking of the growing scale of e-commerce, Uneeb Akram, Marketing Director L’Oreal Pakistan said, “At L’Oreal we say that e-commerce is not just the cherry, it’s the cake; that’s the kind of importance we give to e-commerce.”

In order to expand the magnitude of its seven day sale this year Daraz.pk has collaborated with various brands, banks and payment gateways to offer vouchers, promotions and additional discounts to its customers. Nestle, Unilever, Tarzz, Careem, L’Oreal, Xiaomi and Allied bank are some of the partners of the e-commerce store.

Madiha Jawed Qureshi, Manager Public Affairs of Nestle Pakistan, said at the event, “E-commerce is a priority for Nestle Pakistan because we want to provide doorstep convenience to our consumers. For this reason we partnered with Daraz.pk earlier this year.”

In addition to the promos, discounts and vouchers being offered to the customers, Daraz.pk has also planned to incentivize its partner brands this year. A special QR code – specific for each brand – has been designed by the platform which will be used by its partners in promotional campaigns. Upon usage of the QR code, customers will receive Rs500 cash vouchers and brands bringing maximum number of customers to the portal will receive special marketing campaigns at the shopping site for the coming year.

For now Daraz.pk is keeping a close lid on the exact mechanics of this year’s Black Friday deals however the management maintains that this will be ‘the biggest retail event Pakistan has seen to date’.

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Aisha Arshad
The writer is a business reporter at Pakistan today. She can be emailed at [email protected]
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