E-commerce Database (ECDB) reported that the compound annual growth rate (CAGR) for the grocery market in Malaysia is forecasted to increase to 11.9% for the next four years (2023 – 2027), with a projected market value of USD$1,452.7 million by 2027.
Online groceries have become accessible for shoppers selecting products by comparing prices & brands, looking for promotions & discounts, and selecting times for products to be delivered to their homes with less hassle.
Affiliate partners take advantage of promoting must-have grocery items to their followers with exclusive promotions, driving higher engagement on promotional posts and increased traffic to groceries-optimised websites.
Let’s look at how Lotus’s garnered increased sales with more Involve Partner participation.
Situation
Increase Partner participation in promoting Lotus’s
Lotus’s is one of Malaysia’s leading hypermarket operators, the first grocery retailer to introduce its online shopping platform.
Lotus’s wanted to further reach its target market online through affiliate marketing, where affiliate partners have followers with ideal preferences in grocery shopping.
By setting up its affiliate program at Involve Asia, Lotus’s aimed to fulfil the following objectives:
- Providing exclusive campaigns to Involve Partners
- Acquiring and retaining Involve Partners’ interest in promoting Lotus’s on their promotional content
- Driving customer stickiness on Lotus’s online shopping platform on desktop and mobile
Solutions
Featured promotions available for Partners
Involve Partners were encouraged to follow Lotus’s Malaysia Facebook page to keep an eye out for daily promotions, which they can pick up and recommend these deals with discounts & top-selling products to their followers.
Most promotions were during the festive seasons, double-date sales, and PWP deals. In addition, Lotus’s recommended grocery items at affordable prices that customers could purchase by running its #LotusLebihMurah campaign.
Lotus’s gave upsized commissions to Involve Partners, who earned successful conversions during the double-date sales and Merdeka sales.
In the next section, we explained how Involve Partners were given a wide range of grocery items at Lotus’s online.
Accessible list of products
Lotus’s ensured in displaying a wide range of grocery items by optimising its content on the online shopping platform based on its customers’ preferences.
Lotus’s included the link on their Facebook posts where Involve Partners were easily directed to various product catalogues on desktop and mobile.
The recommended products featured by categories and themes in the catalogues included short descriptions and prices with before and after discounts.
Each product was clickable, which takes Involve Partners to individual product pages with further details. This enables them to copy the product link and generate trackable deeplinks (using Involve’s deeplink generator) for their promotional content.
Lotus’s online shopping platform lets Involve Partners browse through a wide selection of grocery items by category.
These products were sorted by best match, category, brands, product names, and prices, which Involve Partners can filter accordingly. The recommended products with discounts were mainly at the top of results Involve Partners can easily select to promote them to their followers.
Internal email marketing push
Involve sent promotional emails to Involve Partners in Malaysia every week.
We invited the following types of Partners in Malaysia to sign up for Lotus’s affiliate program and promote their products:
- Promoting Lotus’s
- Promoting Marketplaces and Food & Grocery
- Inactive for the past 30 days
- New users signed up as Involve Partner
We mentioned Lotus’s commissions and a suggested product to help them get started in promoting Lotus’s and earning payouts.
Result – Increased conversion rate from affiliate links
Involve Partners significantly increased on conversions (15x), sales (29x), and gross market value (22x) over the past six months.
84% of purchases were made at Lotus’s mobile website and app via iOS and Android devices.
Most Involve Partners who promoted Lotus’s and earned conversions were those who have social media platforms.
Rewards (18.7%), Sub-Network (12.5%), Comparison (8.3%), and Content (8.3%) were the top-performing Partners who got conversions from recommending Lotus’s promotions & top-selling products to their target followers.
The significant growth in Lotus’s performance enabled Lotus’s to continue optimising its online grocery platform and promotional materials for affiliate marketing and target audiences’ preferences.
Interested in expanding your strategies in affiliate marketing? Reach out to us by signing up as a Brand at Involve Asia to help you grow your business.
