Mega sales drive 30% surge in brand transactions

Mega sales and digital content shape consumer engagement.

The rise of online shopping among Southeast Asian Gen Z consumers is reshaping retail strategies, with mega sales emerging as a pivotal opportunity for brands to amplify their market presence and sales figures. 

"Mega sales have become a significant phenomenon in Southeast Asia, with brands experiencing a 20 to 30% increase in sales compared to other months," Natthida Jareankieatbovorn, Regional Head of Digital Media at Flywheel Southeast Asia, said.

She noted that preparation for these events is critical, as brands must not only focus on immediate sales but also on building long-term brand awareness and consumer engagement.

The impact of these sales extends beyond revenue, driving traffic not just to individual brands but to platforms hosting these events. This synergy enhances user engagement, benefiting both the platforms and the brands through increased awareness and sales opportunities.

"About 70% of Gen Z shoppers in Southeast Asia are engaged by social content that leads them to e-commerce platforms," she stated. This demographic's preference for engaging with brands through social media and in-app experiences requires a seamless integration across all digital platforms.

The shift in media consumption from traditional channels, like TV and radio favored by millennials and boomers, to digital content that resonates with Gen Z, such as short videos and user-generated content, is reshaping content strategies. "This generation's engagement with content is more dynamic and integrated with their social interactions," Jareankieatbovorn added.

"In the digital world, all information is transparent and shareable, making it imperative for content to be both engaging and reliable," Jareankieatbovorn emphasised. Moreover, personalising content to target specific audiences further complicates the content strategy landscape, yet provides significant opportunities for brands to connect with consumers on a more personal level.

As brands navigate these complex dynamics, the overarching strategy revolves around creating content that not only captures attention but also fosters trust and loyalty among consumers, particularly the digitally savvy Gen Z. The ability to swiftly adapt to these evolving preferences is crucial for brands aiming to thrive in Southeast Asia's competitive e-commerce environment.