MIBS 2014

1. ZALORA
and the challenge of Fashion E-Commerce
in South East Asia

2. Overview
1) Ecommerce in SEA 2014
1) ZALORA Strategy on:
- Products
- Operations
- Marketing

3. E-Commerce SEA 2014

4. Despite high Internet penetration

5. And Booming Mobile Broadband Subscriptions

8. 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)

9. Assortment

10. 1) International Brands (River Island, New
Look, Mango, Fossil, Sephora)

11. 2) Private Labels (ZALORA Collection, Ezra)

12. 3) Local Designers (Jovian, Rizalman, Melinda
Looi)

13. 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)

14. User Experience focus in the overall
Strategy
Time Spent / Bounce Rate benchmarks

15. Logistics and Payments

16. Wide choice of payment options
1. Cash on Delivery
2. Credit Cards
3. Bank Transfer
4. Paypal
5. iPay88
6. Other

17. 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

18. Marketing

19. 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)

20. When to promote to your customers?
Shopping times in SG

21. When to promote to your customers?
Shopping times in ID

22. When to promote to your customers?
Shopping times in MY

23. 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)

24. 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

25. Leveraging the “Mall Culture”
From Offline sales to Online through Pop Up Stores ( nc / media coverage / sales)

26. Leveraging the “Mall Culture”
1. Johor Bahru - 25th June / 25th July
2. Kuching - 15th / 30th September
3. Kota Kinabalu - 9th/19th October

27. 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

28. Thank You