Warc, 16 June 2014
HANGZHOU: Alibaba, China's largest e-commerce firm, has
announced plans for a summertime promotion with PepsiCo, the soft drinks giant,
as well as a three-year deal with multiple Italian brands.
Working with PepsiCo and Tsingtao Brewery, Alibaba will
distribute 800m beverage cans with QR codes, enabling Chinese mobile phone
users to scan for prizes, coupons and after-sales service from more than
300,000 online and physical stores, Internet Retailer reported.
Its new "Ma Shang Tao" feature will run within
Alibaba's Taobao mobile app and, once consumers scan the code, Alibaba will be
able to analyse their behaviour, which it says it will share with participating
brands and retailers.
Daniel Zhang, chief operating officer of Alibaba, said it
wanted to broaden the applicability and usability of scannable codes so users
can easily connect to additional services and content.
"We hope this initiative will give consumers the
ability to unlock more personalised, customer-orientated potential from their
shopping and entertainment activities via our platforms and services, as well
as help our merchants to deepen their engagement and interaction with
customers," he said.
In a separate development, the company has announced that it
has struck a deal with the Italian government that will enable Italian brands
to sell on the Tmall online retail site, China Daily reported.
Both parties will determine what product categories would
present the best opportunities for Italian companies while also meeting Chinese
consumers' needs, they said.
Alibaba added that Tmall will launch a promotion for popular
Italian brands already on the platform and will set up a dedicated country page
to highlight Italian goods.
Data sourced from Internet Retailer, China Daily; additional
content by Warc staff
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