E-commerce: Fonterra and Lazada join forces to bring dairy online
31 May 2018 --- New Zealand-based Fonterra is bringing its dairy products to online consumers in Southeast Asia for the very first time through a new partnership with Lazada, a leading online shopping website in the region. This is Fonterra’s first partnership with an e-commerce company in Southeast Asia and will see the dairy co-operative’s well-loved products, such as Anmum, Fernleaf and Anchor, made available through Lazada to 560 million consumers in six countries – Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
The collaboration also includes an agreement for Lazada to be the exclusive distributor of Anchor Full Cream Milk Powder in Indonesia, marking Anchor milk’s debut in the market.
Anindya Dasgupta, Global Chief Marketing and Sales Officer, Fonterra, says: “Our relationship with Lazada is a key milestone in our journey to share the goodness of dairy with more people around the world, and grow dairy consumption across Southeast Asia.”
“Consumers in Southeast Asia are becoming more sophisticated as their incomes grow, demanding more nutritious and high-quality foods, and adopting greater savvy in everyday technology use. This means more consumers are shopping for essentials such as dairy online.”
“We are delighted to partner with Lazada to seize opportunities in shifting consumer behavior and drive greater reach of our dairy nutrition,” adds Dasgupta.
The collaborative partnership involves leveraging analytics to better understand consumer insights, test out markets and products most suited to the online environment, and drive innovations in marketing.
Lazada Group Chief Business Officer, Robin Mah, also comments: “We are thrilled to be the first e-commerce partner in Southeast Asia to Fonterra, a global leader in dairy nutrition. It is a recognition of the consumers in Southeast Asia, the importance of understanding their unique needs and engaging them. It also reflects the trust that brands like Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement and e-commerce business in the region.”
“We look forward to working closely together to make it simple and convenient for consumers to enjoy Fonterra’s dairy products and help to meet families’ evolving shopping needs,” Mah concludes.
