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Zalora

MIBS 2014

Zalora

  1. 1. ZALORA and the challenge of Fashion E-Commerce in South East Asia
  2. 2. Overview 1) Ecommerce in SEA 2014 1) ZALORA Strategy on: - Products - Operations - Marketing
  3. 3. E-Commerce SEA 2014
  4. 4. Despite high Internet penetration
  5. 5. And Booming Mobile Broadband Subscriptions
  6. 6. How to make fashion ecommerce grow ? 1) Sourcing (international brands, private labels, local designers) 2) Operations (local warehouses and delivery partners, localized production) 3) Marketing (strong knowledge of users behaviour, ads, pr, offline stores)
  7. 7. Assortment
  8. 8. 1) International Brands (River Island, New Look, Mango, Fossil, Sephora)
  9. 9. 2) Private Labels (ZALORA Collection, Ezra)
  10. 10. 3) Local Designers (Jovian, Rizalman, Melinda Looi)
  11. 11. User Experience focus in the overall Strategy - Quality over Quantity (limited styles, careful selection, content products) - Curated Selection vs Traditional ecommerce long tail strategy (BreakPoint, Jeff Stibel)
  12. 12. User Experience focus in the overall Strategy Time Spent / Bounce Rate benchmarks
  13. 13. Logistics and Payments
  14. 14. Wide choice of payment options 1. Cash on Delivery 2. Credit Cards 3. Bank Transfer 4. Paypal 5. iPay88 6. Other
  15. 15. Dream Delivery Times 1. Klang Valley: same day - 1 day 2. West Malaysia : 1 day 3. East Malaysia & Brunei: 1-3 days 4. SG, HK, ID, PH, TH, VN, 1-3 days. Localized operations for each country
  16. 16. Marketing
  17. 17. Understanding Customers Behaviour - Reach the right customer (high spender vs low spender / active customer vs inactive / muslim vs non muslim) - At the right time - With the right channel (email, sm, app push) - With the right promotion (discounts / muslimwear arrivals / brands new arrivals)
  18. 18. When to promote to your customers? Shopping times in SG
  19. 19. When to promote to your customers? Shopping times in ID
  20. 20. When to promote to your customers? Shopping times in MY
  21. 21. How to deal with Mobile growth? - Mobile specific promotions (30% Revenue is coming from mobile, steadily increasing) - Use the right timing (weekends, public holidays, evenings)
  22. 22. How to acquire new customers? - Traditional Online Advertising (Google / Facebook / AdNetworks) - Give users the opportunity to try for free clothes from ZALORA through local partnerships
  23. 23. Leveraging the “Mall Culture” From Offline sales to Online through Pop Up Stores ( nc / media coverage / sales)
  24. 24. Leveraging the “Mall Culture” 1. Johor Bahru - 25th June / 25th July 2. Kuching - 15th / 30th September 3. Kota Kinabalu - 9th/19th October
  25. 25. Media Presence Strong focus on - Events (Fashion Shows, Meet and Greet, Pop Up Stores) - Celebrities Endorsement - Branded Content Results in a average of 50-150 media mentions per month in Malaysia, 100-500 in SEA
  26. 26. Thank You

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