The power of one for online retailers
Issued by Splash PR on behalf of TFG - Nov 6th 2017, 10:40
When Chinese online giant, Alibaba launched Singles Day deals in 2009, who would have thought that November 11 would become one of the planet’s top 24-hour, super sale dates along with Black Friday and Cyber Monday?
Singles Day originated in China in the 1990s when “unattached” university students sought a replacement for Valentine’s Day, declaring 11/11 a symbolic date to celebrate being single. Alibaba identified the commercial opportunity and in 2009 launched their first “Double 11” deals to boost sales in the lull between China’s Golden Week national holiday in October and the Christmas season.
Last year Chinese shoppers spent $17.8bn in 24 hours on Singles Day, with more than $12bn spent on Alibaba’s website in the first 12 hours.
South African online stores are surfing the momentum created by the mega Chinese online store, and this year TFG (The Foschini Group) is preparing for Singles Day by partnering with chef, food stylist and author Zola Nene, in a quirky video that promotes indulging oneself this 11/11.
The lighted-hearted social media video, designed to appeal to singletons, portrays Zola in her home, dreaming of everything she would like to have delivered to her door. TFG delivers all that and more when model Yannick Konan arrives on horseback with gifts galore, courtesy of 11/11 deals offered across all 13 of its online stores.
“TFG online introduced Singles Day deals in 2016. It's a relatively new concept in South Africa, but we are excited by its promise as many South Africans are proud to indulge their single status,” said Robyn Cooke, head of TFG eCommerce.
“As an online mall we are able to offer deals across 13 stores; with a multitude of indulgences within the 24-hour Singles Day period - everything from sneakers to makeup, tech, homeware, athleisure, fashion and sports gear in one bag and with one check out. In the week leading up to Singles Day, we are offering free delivery for all online purchases, except furniture.”
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