Seeing as the sun is always shining in Southeast Asia, sunglasses are a popular item that never go out of style, especially in the Philippines. The market is lauded as the fastest growing market in the region for luxury sunglasses brand Oakley as said by Andrew McMahon, former retail manager for Oakley Southeast Asia.
To feed consumer demand, the brand utilizes online channels, in particular, an official store on Lazada to sell to the growing middle class, who is also increasingly tech-savvy. Analytics platform BrandIQ takes a look at the sentiments surrounding Oakley’s products.
Launched almost a year ago, Oakley shop-in-shop (SiS) on Lazada Philippines leaves a good impression for the Filipino customers as witnessed by a 83% positive seller rating provided by customers.
Taking a look at all Oakley sunglasses/products across Lazada Philippines, BrandIQ found that they generate 70% of positive sentiments from the Filipino customers on Lazada Philippines, with ‘authentic’ and ‘fast delivery’ being the keywords that most often appeared in product reviews.
Simultaneously, ‘fake’ is the most common keyword that appeared most often in reviews with negative sentiments as grey sellers are abundant on the marketplace.
The sentiments show that for customers shopping for higher-end brands, authenticity is more important than a low price — giving brands an advantage competing with grey sellers when they open online.
Discount season generated more reviews
During the build-up to the 11.11 last month, the average discount for Oakley sunglasses on Lazada Philippines increased by 35% on November 9, compared to the week before, and stayed the same until the end of the campaign.
Although the discounts during this period only increased slightly by approximately 7%, the hype and ergo, traffic, to the website resulted in double the product reviews for Oakley sunglasses post campaign.
For brands attempting to boost ranks in search results on a marketplace, offering special incentives such as high discounts will encourage customers to leave product reviews and increase relevancy of the product.