Alibaba’s 10th Singles Day Offers Shoppers Click-To-Buy Fashion Show

Alibaba’s 10th Singles Day Offers Shoppers Click-To-Buy Fashion Show
Brand Activation & Immersion

This year the online retailer's annual event mixes on-and off-line retail in innovative ways, offering shoppable fashion shows, AI customer assistance and promotions designed to entertain and drive sales

Sierra Holt
  • 26 october 2018

On Friday, October 20, Alibaba launched its 10th Singles Day. Celebrating the lives of those who are single, the shopping event is always hosted at 11:11, encouraging single folk, or those shopping like one, to get ready for the big day by pre-ordering from 500,000 items, alongside using promotional coupons.

Aside from the 180,000 brands participating, there will also be 200,000 independent stores selling goods. Pop-up shops and delivery services will also be a part of the event, with AI-powered customer service to assist with any issues or needs. On the day of the Singles Day launch, Alibaba’s Tmall marketplace screened a fashion show that allowed customers to vote for their favorite looks and buy them immediately.

According to Retail Dive, Alibaba has “blurred lines not just between on- and offline sales, but also between retail and entertainment,” which it hopes to continue with Singles Day. Although it is called a day, the event has been extended to occur over a longer time span.

Alibaba


Lead image: shopping online at Alibaba stock photo from Sirirat/Shutterstock

On Friday, October 20, Alibaba launched its 10th Singles Day. Celebrating the lives of those who are single, the shopping event is always hosted at 11:11, encouraging single folk, or those shopping like one, to get ready for the big day by pre-ordering from 500,000 items, alongside using promotional coupons.

+Alibaba
+brand activation & immersion
+china
+Delivery
+Delivery & Logistics
+loyalty & membership
+merchandising & curation
+retail
+Shopper education & assistance
+Shopper Marketing & Promotion
+shopper marketing & promotions
+Tmall

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