ZALORA Advertising Platform Full Introduction to...

ZALORA Advertising Platform

Full Introduction to

ZAP for Brands

2

Agenda

> VALUE OF ZAP FOR YOUR BRAND

WHY ADVERTISE WITH ZALORA

SUCCESS CASE STUDY

NEXT STEPS

VALUE OF BUILDING A STRONG BRAND WITH ZALORA

Powerful partnership that gives your brand a boost to stand out on ZALORA.

+Your Brand

1. Distinctive brand story

2. Strong unique selling point (USP)

3. Compelling campaign content

1. Strong fashion authority

2. Large base of fashion

shoppers

Strong brand presence in Asia’s fashion community

Tap on strengths of both your brand + ZALORA

through ZAP to build a strong brand presence

among the fashion community

VALUE OF BUILDING A STRONG BRAND WITH ZALORA

The power of branding in impacting brand performance in the long term is substantial.

Strong brand

presence in

Asia’s fashion

community

IMMEDIATEIncreased emotional affinity to

brand - a key driver of purchase1

1. Boost TOP-OF-MIND (TOM)

AWARENESS

2. Increase MIND SHARE

MEDIUM TERMIncreased engagement and

purchase intent

• Attractive product range as

rational pull for consumers1

• STRONG PURCHASE INTENT

from emotional + rational pull

• Consumers CAN

IMMEDIATELY PURCHASE

through ZALORA

LONG TERMIncreased customer loyalty

• Loyal customers who are

LESS PRICE SENSITIVE2

and REPURCHASE MORE

OFTEN3

• More stable demand3 for your

brand

• CATEGORY LEADERSHIP

1 Both emotional and rational factors are important to consumers in decision-making. Armstrong Gary, Kotler Philip. Marketing: an introduction. 8th edition. Pearson-Prentice Hall; 2006

2 Advertising reduces consumers’ price sensitivity. Kanetkar, V., C. B. Weinberg, and D. L. Weiss (1992), "Price Sensitivity and Television Advertising Exposures: Some Empirical Findings”

3 Strong brands can command premium prices, have more stable demand, higher customer loyalty and repurchase rates and more flexibility to extend into new product lines. Farida Hasanali, Paige Leavitt, Rachele

Williams (2005). Branding: A Guide for Your Journey to Best-practice Processes. APQC; 2005.

Cotton On Body’s TOM awareness

increased from 9% to 17% through ZAP

+ Attractive product range

on ZALORA

+ Consistent ZAP brand

building campaigns

5

MORE COST EFFECTIVE WAY TO BOOST YOUR BRAND AWARENESS

FASHION MAGAZINES

- ~S$5,000 for only 52,000 impressions

- Narrow audience

- Not every page has substantial visibility

vs. ZALORA ADVERTISING PLATFORM

Reach a WIDER FASHION AUDIENCE with the same budget, with only one

click away from purchase.

OFFLINE ADVERTISING

- ~S$80,000 for 1M impressions

- Broad, untargeted audience

- Low engagement due to low intent


Achieve the same reach to a MORE TARGETED FASHION AUDIENCE at a

MORE AFFORDABLE CPM* rate.

*CPM stands for cost per thousand impressions, which is a standard metric in measuring cost in advertising.

**Impressions are the number of times the ad content is displayed to / viewed by visitors or passers-by.

6

MORE COST EFFECTIVE WAY TO BOOST YOUR BRAND AWARENESS

AD NETWORKS

- Low engagement due to ad blindness*

*Viewers consciously or subconsciously ignore ad-like information

- Weak in fashion association


NO AD BLINDNESS to content that visitors actively engage with. STRONG

FASHION ASSOCIATION in context where your brand’s content is displayed.

OTHER DIRECT PUBLISHERS- Not fashion-focused

- More functional rather than aspirational/lifestyle branding


STRONG FASHION AUTHORITY with a heavily ASPIRATIONAL AND

LIFESTYLE ANGLE in our content strategy.

7

MORE CONTROL OVER YOUR BRAND’S MARKETING EXPOSURE

With ZAP, you get

CONTROL over your brand‘s

marketing exposure on

ZALORA

WHAT

WHEREHOW

WHEN

Control what content to push including

the campaign, imagery and mechanics.

Benefit: Strengthen branding by aligning your

brand push on ZALORA with new season

product launch, thematic campaigns, offline

push etc.

Decide on brand campaign period.

Benefit: Align your brand push on ZALORA

with brand’s calendar to boost brand recall

consistently with customers.

Stronger integrated brand push that

taps on ZALORA’s various marketing

platforms.

Benefits: Choose which placements to feature

your brand on. Benefit from a strong brand

awareness boost and recall when your brand is

pushed consistently across platforms in the

same period.

Full exposure solely dedicated to your

brand.

Benefits: Feature your brand on ZALORA with

a dedicated brand campaign, rather than the

typical multi-branded campaigns where branding

impact is diluted across brands.

*ZAP campaigns are prioritized on ZALORA’s

Marketing Calendar.

For non-ZAP marketing content, brands are featured on ZALORA channels purely based on performance.

There is little control over when, where and how brands get featured.

8

IMMEDIATE AND LASTING RETURNS FOR YOU & YOUR BRAND

*Sales uplift is heavily dependent on content featured in the campaign and product range featured on the site and is not guaranteed.

1 IMMEDIATE BOOST IN TOP-OF-MIND AWARENESS

and impression share on ZALORA for your brand

2 INCREASE IN CUSTOMER ENGAGEMENT with your

brand on ZALORA

3 POTENTIAL SALES UPLIFT* from boosted brand exposure

4 DEEP MARKETING INSIGHTS for your brand based on

4 years of fashion e-commerce data:

• CAMPAIGN PERFORMANCE – channels, placements,

content that works well for your brand

• CUSTOMER INSIGHTS – who your brand’s customers are,

what they are search for, browsing and buying

• STRENGTHS & AREAS OF IMPROVEMENT to optimize

your brand’s future marketing efforts

9

Agenda

VALUE OF ZAP FOR YOUR BRAND

> WHY ADVERTISE WITH ZALORA

SUCCESS CASE STUDY

NEXT STEPS

10

ZALORA IS THE #1 ONLINE FASHION DESTINATION IN SOUTHEAST ASIA

6C O U N T R I E S O F O P E R A T I O N

31.4MM O N T H L Y V I S I T S

8.2MS U B S C R I B E R S

518kI N S T A G R A M F O L L O W E R S

4.5MF A C E B O O K F A N S

H O N G K O N G

M o n t h l y V i s i t s : 2 . 4 M

S u b s c r i b e r s : 5 0 0 K

F a c e b o o k F a n s : 1 5 9 K

I n s t a g r a m F a n s : 3 3 . 6 K

S I N G A P O R E


S u b s c r i b e r s : 8 0 0 K

F a c e b o o k F a n s : 1 7 4 K

I n s t a g r a m F a n s : 3 0 . 6 K

M A L A Y S I A


S u b s c r i b e r s : 1 . 8 M

F a c e b o o k F a n s : 1 . 0 6 M

I n s t a g r a m F a n s : 1 9 8 K

T A I W A N


S u b s c r i b e r s : 3 5 0 K

F a c e b o o k F a n s : 2 0 0 K

I n s t a g r a m F a n s : 7 . 8 K

I N D O N E S I A

M o n t h l y V i s i t s : 1 2 . 1 M

S u b s c r i b e r s : 3 . 0 M

F a c e b o o k F a n s : 1 . 2 M

I n s t a g r a m F a n s : 1 4 8 K

P H I L I P P I N E S


S u b s c r i b e r s : 1 . 8 M

F a c e b o o k F a n s : 1 . 7 M

I n s t a g r a m F a n s : 9 9 . 5 K

We are the #1 online fashion e-commerce site in 6 MARKETS with 31.4 MILLION monthly visitors.

We have a large base of HIGHLY QUALIFIED AUDIENCE who are searching for, actively engaging with and buying fashion.

11

WE ARE A STRONG FASHION AUTHORITY IN THE REGION

Featuring your brand on ZALORA strengthens your brand’s image as a fashion authority in the market.

TV

Prime spots across major networks

& sponsorships of TV shows

SOCIAL MEDIA

Strong following and engagement

on Facebook, Instagram & Twitter

MAGAZINE

Engaging aspirational and lifestyle

content with focused fashion angle

BLOGGERS

Partnership with key fashion

bloggers in all 6 markets

12

SOUTHEAST ASIA IS A FAST-GROWING ONLINE FASHION MARKET

Fashion e-commerce penetration in Southeast Asia is projected to DOUBLE by 2019.

It is increasingly important for your brand to build a strong presence in the region.

Fashion Retail

Market Size in

SEA

SEA (2015) SEA (2019)Penetration

Fashion

E-Commerce 4% 8%

$54 billion$70 billion

Source: WBIS: Broadband penetration, Euromonitor: Fashion retail and fashion eCommerce penetration.

13

WE ARE CAPTURING FASHION SHOPPERS ACROSS ALL DEVICES

Dedicated in-house Product and Marketing experts optimizing the customer experience across platforms.

Device agnostic design that creates a SEAMLESS CROSS-DEVICE SHOPPING EXPERIENCE for our customers.

DESKTOP + TABLET WEB> 100M banner impressions monthly

MOBILE WEB & APP~50% of visits come from mobile devices

9.5M app downloads

> 800k app downloads per month

INSE

RT

IMAG

E

INSER

T

IMAG

E

INSERT IMAGE

14

AT EVERY PART OF THE CUSTOMER JOURNEY

We have more than 100 in-house channel experts that are optimizing our customer’s interaction with ZALORA

at every touchpoint in their purchase journey. Strengthen your brand’s presence across all key touchpoints.

ONLINE MARKETING - Search Engine Optimization (SEO)

- Search Engine Marketing (SEM)

- App Store Optimization (ASO)

- Affiliate Marketing

- Facebook Sponsored Ads

- Mobile Display Ads

- Retargeting

PARTNERSHIPSBanks and other e-commerce & lifestyle brands

ONSITE- Segmentation & personalization

- Display optimization

- A/B testing of onsite features

PR & OFFLINE- Media events & engagement

- Influencer seeding

PUSH NOTIFICATIONS & SMS> 2M send base

SOCIAL MEDIA> 5M followers on Facebook, Twitter and

Instagram

ZALORA COMMUNITYMagazine articles with > 35k views per month

NEWSLETTERS> 8M subscriber base

15

WE ARE RECOGNIZED EXPERTS IN SELLING FASHION ONLINE

2 0 1 3Winner: Best CRM Strategy (Silver)

Winner: Best Use of Consumer Insights/Analytics

Nominated: Pure Play Retailer of the Year

Nominated: Best New Retail Launch

Winner: Best M-commerce Solution

(ZALORA Mobile Site)

2 0 1 4Finalist: Best CRM Strategy Winner: Customer Analytics and Business

Intelligence Award

Winner: Top Brand 2014 (Online Apparel)

2 0 1 5Winner: Best Use of Relationship Marketing – B2B (Gold)

Winner: Best Use of Integrated Media Campaign (Silver)Winner: Best Online Retailer for CLEO Fashion

Awards 2015

Winner: Best Pop-Up Shop (Silver)

2 0 1 6Winner: Best Mobile Experience

Top 5: Best Testing and Optimization of the

Customer Experience

Winner: Best Digital ExperienceWinner: Best Customer Experience (Exchange Module)– Gold

Winner: Best Customer Experience (Leadtime++) – Silver

16

Agenda



> SUCCESS CASE STUDY

NEXT STEPS

17

SUCCESS CASE STUDY

River Island invested in a ZAP campaign with the objective of boosting the brand’s top-of-

mind awareness among ZALORA customers in the festive season.

The campaign was run across 5 countries: HK, MY, PH, SG and TW.

As a result of the ZAP campaign, River Island saw an immediate performance uplift and

sustained growth of their brand presence on ZALORA including:

+123% increase in brand page visits

+125% increase in share of total brand page visits

+33% increase in share of total product impressions

+21% increase in products added to cart

+18% increase in share of site-wide sales

Compared to pre-campaign period,

1. Visits to River Island’s page onsite increased

+123%

2. River Island’s share of total brand page visits

onsite increased +125% during the campaign

and +26% post-campaign

Brand benefited from:

• Spike in brand exposure on ZALORA’s site

during campaign

• Larger share of onsite exposure post-campaign

due to boosted brand awareness from ZAP

campaign

18

SUCCESS CASE STUDY

IMMEDIATE BOOST IN BRAND EXPOSURE onsite during the ZAP campaign

ZAP Campaign Period

River Island's Page Visits

1

ZAP Campaign Period Post-Campaign Period

45 46 47 48 49 50 51 52 53 1 2 3

2015 2016

River Island's Share of Total Brand Page Visits (%)

2


1. River Island product impressions increased

+22%

2. Share of total product impressions increased

+33% during the campaign and +8% post-

campaign

3. Number of River Island products added to cart

increased +22%

4. Share of total products added to cart increase

+21% during the campaign and +18% post-

campaign


• Increased views of brand’s products by visitors and

larger share of total products viewed onsite

• Spike in number of brand’s products added to cart,

leading customers closer to the final purchase


45 46 47 48 49 50 51 52 53 1 2 3

2015 2016

River Island's Share of Total Product Impressions (%)

ZAP Campaign Period

River Island's Product Impressions

19

SUCCESS CASE STUDY

CUSTOMER ENGAGEMENT with the brand onsite also increased

ZAP Campaign Period

River Island's Add-to-Carts


45 46 47 48 49 50 51 52 53 1 2 3

2015 2016

River Island's Share of Add-to-Carts (%)

1

2

3

4


1. River Island items sold increased +29%

2. Share of total items sold increased +15%

during the campaign and +24% post-campaign

3. River Island net merchandise value (NMV)

increased +26%

4. Share of total NMV increased +18% during the

campaign and +14% post-campaign


• Increased items sold and revenue during campaign

• Larger market share on ZALORA in terms of items

sold and revenue both during and after campaign

from growth of brand through ZAP

ZAP Campaign Period

River Island's Items Sold


45 46 47 48 49 50 51 52 53 1 2 3

2,015 2,016

River Island's Share of Total Items Sold (%)

20

SUCCESS CASE STUDY

Due to strong brand content featured during the ZAP campaign and an attractive product range, brand sales

was also boosted from the increased exposure and customer engagement

ZAP Campaign Period

Brand's NMV


45 46 47 48 49 50 51 52 53 1 2 3

2,015 2,016

River Island's Share of Total NMV (%)

1

2

3

4

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PARTICIPATING BRANDS

22

Agenda



SUCCESS CASE STUDY

> NEXT STEPS

23

ACTION POINTS

1 For more details on the ZAP packages that are available, refer to the ZAP Standard Package

deck. (If you don’t have the deck, you can request it from your ZALORA point-of-contact (POC).

2 Get back to your ZALORA POC & let them know which (a) package you are keen on, (b) gender

and (c) countries you want to run your brand campaign for.

We are ready to grow your

brand with you on ZALORA.

G E T I N T O U C H W I T H U S T O D A Y .

ZALORA Advertising Platform Full Introduction to...

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