Under the tag line “Go where your heart beats” Alibaba’s Southeast Asian eCommerce platform Lazada is undertaking its first major brand overhaul in five years. The focus is to position the portal as more of lifestyle destination than an eCommerce site with a renewed concentration on digital retail-tainment and greater levels of shopper engagement. A particular target is younger shoppers seeking more experiential retail encounters and with higher aspirations around quality of life.

Source: Inside Retail Asia