AliExpress Turns Bus Stop into a Point of Sales during Its Special Anniversary Campaign

AliExpress, the international retail website of the Alibaba Group, is celebrating its 13th anniversary in March; since it started, it has expanded to more than 200 countries, accepting 16 different national currencies, and providing content translated into 18 languages. In Brazil, the occasion will be celebrated with the campaign ‘Achadores de Achadinhos’ (Finders of Great Finds), held in partnership with one of the country's top influencers, Lucas Rangel, and a team of heavyweight social media personalities with millions of followers. They will share tips with the public for obtaining the best products from the e-commerce site. However, the news goes beyond discounts and discoveries. The brand will carry out an interactive action that will allow consumers to learn about the products and enjoy different shopping experiences, all in a bus stop in the heart of São Paulo, on Avenida Paulista.

In a first-of-its-kind initiative in Brazil, this store will occupy the bus stop in front of the Trianon Masp Metro station from March 21st to March 27th. While waiting for transportation or enjoying the city view, millions of passersby can search for their own great finds and take advantage of the deals offered by the world's largest marketplace. To this end, the shelter will feature interactive videos demonstrating the functionality of the most innovative products in the app, in addition to special offers with prices lasting only three hours, and a display of best-selling products that can be found simply by using the app's image search feature.

According to Briza Bueno, director of AliExpress in Brazil, the 13th anniversary celebration explores an important concept for the Alibaba Group, which is to mix entertainment and shopping festivals. "At our anniversary party, we used as reference an important pillar for AliExpress: innovation. With our activation, we will bring AliExpress to millions of people who will pass by the site."

Finders of Great Finds 

The new campaign, created by FCB Brasil, will focus on social networks, with videos that will be posted on TikTok, Instagram, Facebook, Kwai, and content portals. In addition to Lucas Rangel's support, influencers such as Priscilla Alcantara, Victor Alves (@vituallves), Neto Lyra (@Maneirando), Júlia Alvarenga (@kjuliak), and Larissa Luz (@larissaluzk) will also join the squad of "Achadores" and participate in the campaign's videos.

For Elton Longhi, FCB Brasil VP of brands and businesses, “Taking the brand from the online world to the streets of the country’s largest city will bring AliExpress even closer to consumers. It is also a new way to experience shopping on the marketplace, which will offer special terms and discounts to passersby on Avenida Paulista in the days of the activation.”

The videos will be aired starting on March 20th, and will kick off a seven-day period of promotions on the marketplace. During the anniversary week, thousands of new items will be temporarily included in the categories for free delivery and 24-hour deliveries, and those products preferred by Brazilian shoppers will be discounted up to 80%. Throughout the celebration week, the campaign’s actions will also be publicised on special activations on OOH media and TV.

Use the magnifying glass 

Among the new features AliExpress is making available on its anniversary is the ability to search by image. The visual search tool allows users to search for products without needing to type in keywords. Instead, customers can take pictures, upload images, or provide a link, which can be useful when we have the image of a product that we want to find, but don’t have its name or know the keywords to search for it. The campaign’s videos show a few of those situations, like when you love a product you see at a store, but it’s too expensive, or when you see a celebrity using an item and would like to have one just like it.

Throughout the anniversary period, AliExpress will use its most efficient logistic solutions. Items sent to Infracommerce will be shipped the same day the consumer places the order on AliExpress, which will shorten delivery times.

Sellers who use the “full-commerce” method will be able to sell their products at commission rates (paid to the marketplace) as low as 5% (in Brazil, other players charge up to 20%), with shipping costs that deliver anywhere in the country starting at just R$ 6.

History

Throughout its 13 year history in Brazil, AliExpress has deployed many features designed to improve its users’ shopping experience, such as:

- Having eight chartered flights to Brazil every week

- Delivering products purchased abroad to Brazil within seven days

- An entire product category with 15-day guaranteed delivery to the user’s door

- Paying for products in up to six interest-free instalments

- Establishment of a product return/exchange address in Brazil

- Deliveries in under 24 hours

- Opening the platform to Brazilian sellers

- A customer service centre manned by native speakers of Portuguese