Singles’ Day QR code tunnel
AUCKLAND: To mark the biggest shopping day of the year, New Zealand retailers are getting involved with a technology many are unfamiliar with: QR codes.
Britomart Group, together with consultancy firm The Agency 88, which specialises in Asian markets, has bought a slice of China rhetoric to New Zealand in a bid to win over the consumer dollar on Singles’ Day.
Singles’ Day, or 11.11 as it is commonly known as in China, celebrated on the 11th day of the 11th month, is considered to be the biggest shopping day of the year, surpassing the commercial success of Western counterparts Black Friday and Cyber Monday.
Each year billions of dollars are spent on and during the leadup to November 11, thanks to Chinese internet giants Alibaba and JD.com. which have in recent years made the occasion a shopping extravaganza, enlisting the help of international celebrities and sports stars to help drive ecommerce sales.
A 3metre tall QR code tunnel has been erected in Takutai Square in downtown Auckland in the period before Singles’ Day, allowing shoppers to use their smartphones to scan a QR code from more than 30 local retailers and be directed to their websites to access discounts and special offers to mark the occasion.
Codes can be scanned directly through the camera function or the WeChat app.
Last year, New Zealand retailers that participated in the event made millions of dollars in revenue from online sales, mostly from Chinese consumers. Cleaning products company Ecostore sold $2.36 million worth of product on November 11, while Fonterra clocked $28 million from sales of Anchor dairy products and Anmum milk powder.
More than 30 New Zealand retailers, including those in the fashion, automotive, fresh produce and electronics sectors, are involved with the QR tunnel, which officially launches today, hoping to engage the city’s Chinese community and wider Auckland. It will be in Takutai Square for the week until November 11.
Businesses from the telecommunications and insurance industries, along with the Financial Markets Authority, are will have their own QR codes in the tunnel.
Nick Siu, director of The Agency 88, said businesses from a range of industries were beginning to see the opportunity in participating in Singles’ Day.
‘‘Brands and marketers have realised that there is a significant ethnic population that is affluent, new and doesn’t necessarily watch, listen or download their con
tent and information from their traditional media channels,’’ Siu said.
‘‘Continual education and messages that we see coming out of huge results from markets like China, I do believe there is a massive [earning] opportunity for New Zealand retailers.’’
‘‘We know that Singles’ Day transacts more than Black Friday and Cyber Monday combined. We also know that increasing numbers of Kiwis are starting to learn about platforms like Alibaba and WeChat, so it only makes sense to bring the worlds together and see if we can create something in New Zealand that may have started as a Chinesespecific event but now expands to everyone.’’
The tunnel’s $60,000 cost is shared by a range of parties. — The New Zealand Herald