In anticipation of the launch of Amazon here, online shopping site Lazada and online supermarket RedMart teamed up with other online services here to launch a membership programme yesterday. The programme, called LiveUp, offers users benefits such as rebates and discounts for Netflix, Uber, UberEats and Taotai Collection. SMU Lee Kong Chian School of Business Senior lecturer of Marketing Geoffrey Da Silva said it is a lock-in strategy to build a loyal base of customers, and whoever is the first to do it will be the winner.