Lotus’ MY Runs Affiliate Marketing Program in First Digital Push


Hypermarket chain Lotus’s Malaysia has teamed up with Southeast Asian partnership management platform impact.com for a hypermarket affiliate marketing program. Since acquiring Tesco’s operations in Malaysia, Lotus Malaysia is entering the market with a focus on e-commerce growth and digital marketing journey.

Through this partnership, Lotus’s Malaysia said it would be able to grow and expand its program and work with other types of partners to acquire new customers by streamlining its campaigns with better control and transparency. . This will complement the company’s omnichannel marketing plan to drive more traffic and subsequently sales to its e-commerce platform, Lotus’s Shop Online.

With a partnership management platform, retail brands can achieve better returns on ad spend by having direct control and customization of campaign payments and costs with each partner and transparency of value and revenue that the company can provide. Through the impact.com platform, Lotus Malaysia aims to increase its reach and drive footfall to its outlets, as well as increase brand engagement through partnerships.

The partnership is for one year and the goal is to enrich Lotus’ full funnel marketing strategy to drive traffic and sales conversion. “We are confident that the targets are achievable in 2023 with dedicated plans in place by both organizations,” the spokesperson said.

Vivian Yap, executive director of Lotus’s Malaysia, said the company sees real potential for the retail industry beyond traditional advertising. “We want innovation to be key to how we reach our customers, whether through our online platform or reaching them authentically with content partners. Through our Affiliate Partner Program with impact.com, we prepared to enhance our marketing strategy for accelerated growth,” she added.

Meanwhile, impact.com’s managing director for Southeast Asia, Antoine Gross, said the team has worked with many brands in Southeast Asia that have seen considerable success and are planning growing demand for affiliate marketing for brands in Malaysia as an alternative to traditional online advertising. “Affiliate partnerships will pave the way for more targeted, controlled, low-risk, performance-optimized retail marketing,” he said.

Lotus Malaysia was previously known as Tesco Malaysia. It was renamed in early 2021 after its parent company sold its Malaysia and Thailand operations to Charoen Pokphand Group for US$10.6 billion in 2020 to “simplify and further focus the business”. In December of the same year, Lotus’s Malaysia helped SMEs rebuild after the pandemic with the launch of its “Buy Malaysia” campaign with the Ministry of Domestic Trade and Consumer Affairs.

Meanwhile, on the marketing front, Sammy Chan, Lotus Malaysia’s brand and loyalty manager, left earlier this year to join SEEK as country marketing manager for Malaysia. She worked at Lotus for over five years, during which time she led brand strategy, marketing and brand communications, digital, e-commerce, Clubcard loyalty program and local store strategies.

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