What A Thrill!

The thrill of the hunt, the clinching of the deal, the pleasure of finding something special at a price unimaginable in contemporary stores, Bangladesh’s largest online marketplace, Daraz, is back again with the World’s biggest sale day. Daraz’s parent company, Alibaba Group, embarked on this campaign in 2009 which has evolved into a worldwide phenomenon. The campaign is 18 times bigger than Amazon Prime day and 2.5 times bigger than Black Friday.

You might be spoiled for choice, as there will be more than 7 million products offer at mind-boggling rates. It includes 11 Tk. Deal, Pre-sale Discount, 1 Tk. Game, Double TK voucher, Shake-Shake Voucher, Happy Hour Voucher, Big Sale Time from 9 PM to 12 AM and Daraz merchandise products such as Daraz mug, t-shirt, keyring, etc. Also, free delivery will be available on specific products.

In a conversation, the Managing Director of Daraz Bangladesh Limited, Syed Mostahidal Hoq, opens up about the objectives of the campaign and how Daraz is innovating itself to make online shopping more accessible for everyone.

Syed Mostahidal Hoq
Managing Director
Daraz Bangladesh Limited

What are your expectations from the campaign this year?

Last year we set a milestone with 11.11 campaign, in one day we sold BDT 45 crores worth of products, and within just 30 minutes, BDT 6 crores worth of POCOPHONE was sold. We received more than 1 lac 20 thousand orders in a single day. This year we are aiming to break our record. We expect 6 lac buyers to shop on 11th November this year. Also, we are expecting 45 times revenue compared to regular days.

Would you expect a consistent response for sale in the foreseeable future?

Definitely! After every big campaign, our traffic on the app and the order number increases consistently. For example, before our Anniversary campaign, the daily traffic on our app was 1.5 lac, and after the Anniversary campaign, it has jumped to 2.5 lac. Therefore, after 11.11 campaign we will receive a massive steady uplift in our traffic and orders.

What is your secret to maintaining a consistent response from your consumers?

We have the best e-commerce technology in the country, which includes an AI-driven app and advanced seller centre. Also, we have a dedicated customer agent base. These agents work relentlessly to give the customers a better experience. We also have a separate department called issue resolution, which works to solve any problem faced by the customers round the clock. And, lastly, our employee base is young, vibrant and creative; continually coming up with new ideas to aid the customers every day.

What innovations are you planning to incorporate in this year’s sale?

During every campaign, we try to bring in something new. This year, we are giving away car & bike through one taka game, free delivery from the seller’s end, which has never been implemented before. We have also completed Daraz fan meet in all 64 districts of Bangladesh right before the 11.11 campaign. Now we have 39 hubs in 34 districts and 49 pickup points all over Bangladesh. We believe our customers will enjoy the innovations.

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Asif Tarafdar

Asif Siddique Tarafdar is the Staff Writer of Ice Today& Ice Business Times. He has completed BSS in Economics from BRAC University and vocal about disability rights and inclusion. Currently, studying MDS at Jahangirnagar University he is also a former Flight Cadet of the Bangladesh Air Force.