The partnership is an example of an important brand-facing strategy for Lazada, in which it hopes to become a key platform for brands to reach Southeast Asian online shoppers.
Lazada’s digital platforms will allow ordering online, personalised service and exclusive content and events developed with Danone. The partnership aims to will combine the brands expertise on shopper needs and behaviors to bring content to online consumers across Indonesia, Malaysia, Singapore and Thailand.
The partnership will work in tangent with Danone’s Early Life Nutrition category to offer parents service and delivery, including advice and information on the growth, development and nutritional needs of children.
The partnership will begin with workshops bringing together the Danone and Lazada teams in the local countries to share insights and planning by the end of November. The first visible consumer features jointly developed will be implemented on the Lazada website in Thailand in December.
Eric van der Hoeven, vice president growth through engagement at Danone Early Life Nutrition, said: “We have been working with Lazada for more than a year, and accelerating our partnership in the last six months. We want to support all parents in their journey, and wherever we can, to help them make well-informed feeding decisions for their children at the critical moments in their growth and development. I am very pleased that our constructive collaboration so far will now be taken further in this strategic regional partnership.”
Max Bittner, CEO Lazada Group, said: “We are delighted to team up with Danone and their Early Life Nutrition team. Young parents live increasingly busy lives and are often confronted with information overload. Teaming up with a trusted brand like Danone reinforces Lazada’s position as a source of quality products and enables us to serve the best, most relevant content, service and support for parents on their journey.”
Pascal de Petrini, Danone chairman Asia said: “Danone recently introduced a new company signature - One Planet One Health. We want to offer better and more responsibly sourced food choices to people, so that together, we can impact the eating habits and the health of every generation – now and in the future. I am proud that we can now drive this ambition together with Lazada in our strategic markets in Southeast Asia, with its millions of active and engaged consumers.”
Danone’s Early Life businesses are already working together in Indonesia, Thailand and Singapore - participating in Lazada mega-campaigns such as Online Revolution on 11.11 (11th November) and 12.12 (12th December).