Albert Vellve Business Owner Distributed Commerce Zalando Reaching new users is getting more difficult for companies in a world that suffers an increased app-fatigue and where users' mind-share is getting more concentrated in fewer and fewer apps. Distributed Commerce's goal is to reach customers at the point of discovery and offer them a seamless Zalando commerce experience. Albert Vellve is the Commercial Owner for Distributed Commerce at Zalando. With an engineering and business administration background, Albert got his Masters Degree in Innovation and Entrepreneurship at ESADE Business School. He has embarked in several international adventures cofounding startups and working in innovation departments of multinational companies such as Henkel or Mitsubishi.

2. About us
Head of Product
Distributed Commerce @ Zalando
Business Owner
Distributed Commerce @ Zalando

3. 3
• Start With The Why
• Who Is Zalando And What Is Our Goal?
• What Have We Learned?
AGENDA

4. 4
Why?

5. BEING MOBILE FIRST IS NOT ENOUGH
Are dominated by
Facebook and Google
Top 15 mobile Apps
Of time is spent
by people on the
top 3 Apps
~75%
Of people just download
one app per month
49%
Source: ComScore, data is for US market

6. 6
LITTLE MOBILE TIME SPENT ON RETAIL
Entertainment &
Communication
categories
Source: comScore Mobile Metrix, US, Age 18+, June 2017

7. 7
IN CHINA, PURCHASES ON WECHAT HAVE DOUBLED IN A YEAR,
WITH APPAREL BEING THE TOP PERFORMING CATEGORY
Source: McKinsey iConsumer China 2016 survey

8. 8
IN CHINA, WECHAT SALES INCREASE & FASHION HAS THE HIGHEST GROWTH RATE
Sources: 智研咨 and Newrank & Youzan 2018 WeChat Social Commerce Report
Estimated Wechat Sales
(Billion RMB)
Rank of Fastest Growing Social Commerce Categories
Category Product
+45%

9. 9
WEB FOCUS - EVOLUTION
10 years ago
SEO
5 years ago
Mobile First
Today
Social Media
Tomorrow
???

10. 10
STARTING POINT

11. 11
STARTING POINT

12. 12
STARTING POINT

13. 13
STARTING POINT

14. 14
Who Is Zalando And What Is Our Goal?

15. 15
WE CONNECT PEOPLE AND FASHION
Technology Fashion Logistic

16. 16
ZALANDO AT A GLANCE
~ 4.5billion EUR
revenue 2017
> 200
million
visits
per
month
> 15,000
employees in
Europe
> 75%
of visits via
mobile devices
> 24
million
active customers
> 300,000
product choices
~ 2,000
brands
17
countries
as at Aug 2018

17. 17

18. DISTRIBUTED COMMERCE
PROVIDES A SEAMLESS
SHOPPING EXPERIENCE
WHEREVER CUSTOMERS
GET INSPIRED

19. 19
No navigation - less
distraction and focus on
impulse purchase
Distributed Commerce Zalando m.Site
Scarcity messages
increasing CR

20. 20
Instant checkout for
quick purchase in
addition to the cart
Distributed Commerce Zalando m.Site

21. 21
Convenient guest
checkout without
account creation
Distributed Commerce Zalando m.Site

22. 22
CHATBOTS AND
VIRTUAL DIGITAL ASSISTANTS
SEAMLESS SHOPPING ON
DISTRIBUTED PLATFORMS
WE CURRENTLY HAVE TWO MAIN AREAS OF WORK

23. DISTRIBUTED COMMERCE ON INSTAGRAM
Place HOLDER

24. FACEBOOK MESSENGER BEAUTY BOT

25. 25
What Have We Learned?

26. 26
What Have We Learned?
On Social Media Platforms

27. 27
BE AWESOME
Build a cross-functional team
that embraces failure as part of
the learning process

28. 28
IT’S ALL ABOUT DATA
Think of it as a product

29. 29
THINK BIG, START SMALL, SCALE FAST
Find the best use case,
always having a lean mentality

30. 30
DE-AVERAGE
Following scaling,
take a step back

31. 31
BE PATIENT
Platforms change faster
than customers behavior

32. 32
What Have We Learned?
On Conversational Platforms

33. PERSONALISATION
Is core to a great
conversational experience

34. FOCUS
On a specific
customer problem

35. DIFFERENTIATED VALUE
Think of unique value you can
deliver over a conversation

36. OPTIMISE FOR ENGAGEMENT AND RETENTION
Commercial impact will follow