ZalandoBrand Engagement Survey

I learned of Zalando through word of mouth

How common is this? Can it be used?

80 people ages 18-34 were polled across Europe.

Here’s what they said.

60% accessed Zalando in 2016

73% learned of Zalando from their friends

54% seek the opinion of others before making an online purchase

44% discuss online purchases with friends

The Zalando brand is being negotiated by social interactions out of its control

TAKEAWAY 1

Respondent InsightsSOCIAL INTERACTIONS

62% reside in a European country different

from where most of their friends live

Friends are the 3rd most popular style influence behind People in the Street and Store Displays

70% have never purchased clothes for others online

TAKEAWAY 2

People seek out style influencesaway from their social networks

CONNECTING WITH USERSRespondent Insights

4 out of 5 would rather see Zalando campaign ads on social media than anywhere else online

85% of respondents are most likely to follow Zalando on Facebook or Instagram

How would respondents prefer to contact Zalando directly?

48%

36%

9% 7%via Email via Phone via Facebook via Twitter

TAKEAWAY 3

Most people prefer the same brand touchpoints

Brand Parameter & Tactic Recommendations

BUILDING ZALANDO

Consumers want to connect to a brand in similar ways. Create a media presence that makes people come to you.

1 Get VisceralFashion influence is exerted through observation. Put your brand in the streets so it can be experienced.

2 Let & LearnBuyer affirmation is a social interaction out of your control. Know the purchase discourse and hone your game.

3 Be Approachable

PARAMETERS

TACTICS

Create branding campaigns that have calendar continuity across European markets yet offer content on locally relevant style preferences.

Same Channel, Different Dialogue

TACTICS

Digital is only a piece of the pie. High streets and evening strolls are important parts of all European cultures.

Offer integrated experiences that engage every aspect of the European love of mobility.

Get Physical

TACTICS

External online content about Zalando centers on e-commerce and not brand value.

Focus on earning media that showcases Zalando as a hub for fashion.

It’s Not You, It’s the Clothes

Let’s get people talking

Justin Acevedo tiny.cc/justin_acevedo