NRF NXT 2019 July 22, 2019 Brian Doherty, Manager, Media and Partnerships, Zulily, LLC

1. Brian Doherty, Manager, media & partnerships
Zulily
July 22, 2019
SESSION:
Machine learning + mobile -
without an engineering team

2. Welcome slide ….
AGENDA
ABOUT ZULILY
CASE STUDIES
KEY TAKEAWAYS

3. 3
Every day,
Zulily delivers
millions
of versions of the
app + site
A B O U T Z U L I LY

4. DIRECT-SEARCH
COMMODITIZED
CAT FOOD
DISCOVERY
ENTERTAINMENT
FUN
VS.
A B O U T Z U L I LY

5. A new store every day
Things she loves at prices
she can brag about
A fun mobile
shopping experience
A B O U T Z U L I LY

6. Welcome slide ….
EXAMPLES

7. 7
• 189% to goal for customer
database growth
• 311%+ in loyalty growth
• 466% increase in sales
compared to previous sales event
Endangered Species
Chocolate
E X A M P L E

8. 8
• Reached new audience
• Drove awareness for direct to
consumer option
• Achieved higher than average
engagement & conversion
• Delivered 142% to goal for email
acquisition
Califia Farms
E X A M P L E

9. Welcome slide ….
CASE STUDY

10. 10
C A S E S T U D Y
Stash Tea
• Launched brand refresh + new
products
• Tens of thousands of consumers
engaged with in-home trial
• 256% to goal for customer
database growth

11. Welcome slide ….
KEY
LEARNINGS

12. CUSTOMER
LOYALTY
W H AT ’ S N E X T F O R R E TA I L
Key learnings
PERSONALIZED
& MOBILE
EXPERIENCES
CORE
PRODUCT,
VALUE
FUN +
COMPELLING
STORIES
LEVERAGE
ALL
RESOURCES
FREQUENT
TESTING TO
SCALE

13. CUSTOMER
LOYALTY
W H AT ’ S N E X T F O R R E TA I L
PERSONALIZED
& MOBILE
EXPERIENCES
CORE
PRODUCT,
VALUE
FUN +
COMPELLING
STORIES
LEVERAGE
ALL
RESOURCES
FREQUENT
TESTING TO
SCALE
Key learnings

14. CUSTOMER
LOYALTY
W H AT ’ S N E X T F O R R E TA I L
PERSONALIZED
& MOBILE
EXPERIENCES
CORE
PRODUCT,
VALUE
FUN +
COMPELLING
STORIES
FREQUENT
TESTING TO
SCALE
LEVERAGE
ALL
RESOURCES
Key learnings

15. CUSTOMER
LOYALTY
W H AT ’ S N E X T F O R R E TA I L
PERSONALIZED
& MOBILE
EXPERIENCES
CORE
PRODUCT,
VALUE
FUN +
COMPELLING
STORIES
FREQUENT
TESTING TO
SCALE
LEVERAGE
ALL
RESOURCES
Key learnings

16. CUSTOMER
LOYALTY
W H AT ’ S N E X T F O R R E TA I L
PERSONALIZED
& MOBILE
EXPERIENCES
CORE
PRODUCT,
VALUE
FUN +
COMPELLING
STORIES
FREQUENT
TESTING TO
SCALE
LEVERAGE
ALL
RESOURCES
Key learnings

17. North star: add value for the customer
W H AT ’ S N E X T F O R R E TA I L

18. Welcome slide ….
THANK YOU
Brian Doherty
Manager, Media & Partnerships
partnerships@zulily.com

19. 19
Takeaways from Zulily
• Leverage core product and additional capacities
to build loyalty
• The goal should always be to humanize
• You don’t always need engineers to test, scale