Zalora Ecommerce Platform Uses Data-Driven Approach To Meet The Requirements Of The Fashion Landscape
ZALORA, a fashion and lifestyle e-commerce platform, uses a data-driven approach to meet the demands of the fashion landscape in Southeast Asia (SEA). Its E-Distribution and TRENDER Professional solutions also help platform partner brands leverage data to understand consumer behavior.
“Zalora is a data-driven company. This has allowed us to stay abreast of the diverse needs and demands of consumers in the region and to capitalize on the nuances of the e-commerce landscape, ”said Paulo L. Campos III, co-founder and CEO of Zalora Philippines, in a send to Business world.
Among the company’s investments, he said, is a data science innovation lab that has enabled them to navigate SEA’s multicultural landscape, anticipate buying behaviors, and manage engagement strategies and demand projections accordingly. Its ZALORAYA campaign, for example, resulted from the fact that the company observed an annual resurgence of interest in ethnic clothing in the run-up to the Eid festival, a major Islamic holiday.
“Since then, Zalora has expanded its modest clothing line every year through its internal labels, Zalia and Lubna,” added Mr. Campos.
Branded partners such as Under Armor, a US sports equipment company, also leverage Zalora’s knowledge through TRENDER Professional, a data solutions service. Launched in 2020, the service provides insights to consumers on geographic segmentation, purchasing behavior and price preferences through interactive dashboards with filterable views.
According to Fabian Ae, Wholesale Director of Under Armor, TRENDER has given his team a glimpse of how his brand is performing within a larger online retail space.
“The various modules found on TRENDER, such as Product and Traffic Insights, have enabled us to make strategic decisions that we believe will benefit both Under Armor and the Zalora buyer,” Mr. Ae said in a September press release announcing the sports brand’s use of the service.
Fashion and lifestyle brand Milliot & Co., meanwhile, hired Zalora to provide its electronic distribution service for its digital market channels in Southeast Asia. The service leverages Zalora’s warehousing and fulfillment capabilities for inventory consolidation and order management. The Malaysia-based brand will also use the platform’s end-to-end online store management solutions, which include customer support and content creation.
“Milliot & Co… will soon expand its presence in the country and reach more Filipino consumers by [these] solutions, ”said Campos.
Mr. Campos said Business world that Zalora has spent years investing and building its logistics network to ensure that the products it carries are accessible and that customer issues such as returns and exchanges are resolved. In the Philippines, it has an e-fulfillment center in Muntinlupa City with a storage capacity of 7.2 million items.
“Our e-fulfillment center in the Philippines and the facility in Indonesia are designed to complement our regional e-fulfillment center in Malaysia,” added Mr. Campos. “All three distribution centers recorded their best productivity performance in January 2021 compared to any month in 2020.” – Patricia mirasol