Full Introduction to ZAP for Brands - ZALORA Advertising Platform - AWS
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ZALORA Advertising Platform Full Introduction to ZAP for Brands
Agenda
> VALUE OF ZAP FOR YOUR BRAND
WHY ADVERTISE WITH ZALORA
SUCCESS CASE STUDY
NEXT STEPS
2
VALUE OF BUILDING A STRONG BRAND WITH ZALORA
Powerful partnership that gives your brand a boost to stand out on ZALORA.
Your Brand +
1. Strong fashion authority
1. Distinctive brand story
2. Large base of fashion
2. Strong unique selling point (USP)
shoppers
3. Compelling campaign content
Tap on strengths of both your brand + ZALORA
through ZAP to build a strong brand presence
among the fashion community
Strong brand presence in Asia’s fashion community
VALUE OF BUILDING A STRONG BRAND WITH ZALORA
The power of branding in impacting brand performance in the long term is substantial.
+ Attractive product range + Consistent ZAP brand
IMMEDIATE on ZALORA building campaigns
Increased emotional affinity to
brand - a key driver of purchase1
1. Boost TOP-OF-MIND (TOM) MEDIUM TERM LONG TERM
AWARENESS Increased engagement and Increased customer loyalty
Strong brand 2. Increase MIND SHARE purchase intent
•
presence in • Attractive product range as
Loyal customers who are
LESS PRICE SENSITIVE2
Asia’s fashion rational pull for consumers1 and REPURCHASE MORE
OFTEN3
community • STRONG PURCHASE INTENT
from emotional + rational pull • More stable demand3 for your
brand
• Consumers CAN
IMMEDIATELY PURCHASE • CATEGORY LEADERSHIP
through ZALORA
Cotton On Body’s TOM awareness
increased from 9% to 17% through ZAP
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.
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
vs. ZALORA ADVERTISING PLATFORM
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. 5
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
vs. ZALORA ADVERTISING PLATFORM
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
vs. ZALORA ADVERTISING PLATFORM
STRONG FASHION AUTHORITY with a heavily ASPIRATIONAL AND
LIFESTYLE ANGLE in our content strategy.
6
MORE CONTROL OVER YOUR BRAND’S MARKETING EXPOSURE
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.
Control what content to push including
the campaign, imagery and mechanics. Decide on brand campaign period.
Benefit: Strengthen branding by aligning your WHAT WHEN Benefit: Align your brand push on ZALORA
brand push on ZALORA with new season with brand’s calendar to boost brand recall
product launch, thematic campaigns, offline consistently with customers.
push etc.
With ZAP, you get
CONTROL over your brand‘s
marketing exposure on
ZALORA
Full exposure solely dedicated to your Stronger integrated brand push that
brand. taps on ZALORA’s various marketing
platforms.
Benefits: Feature your brand on ZALORA with
a dedicated brand campaign, rather than the HOW WHERE Benefits: Choose which placements to feature
typical multi-branded campaigns where branding your brand on. Benefit from a strong brand
impact is diluted across brands. awareness boost and recall when your brand is
*ZAP campaigns are prioritized on ZALORA’s pushed consistently across platforms in the
Marketing Calendar. same period.
7
IMMEDIATE AND LASTING RETURNS FOR YOU & YOUR BRAND
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
*Sales uplift is heavily dependent on content featured in the campaign and product range featured on the site and is not guaranteed. 8
Agenda
VALUE OF ZAP FOR YOUR BRAND
> WHY ADVERTISE WITH ZALORA
SUCCESS CASE STUDY
NEXT STEPS
9
ZALORA IS THE #1 ONLINE FASHION DESTINATION IN SOUTHEAST ASIA
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.
HONG KONG TAIWAN
6
Monthly Visits: 2.4M Monthly Visits: 1.7M
Subscribers: 500K Subscribers: 350K
COUNTRIES OF OPERATION
Facebook Fans: 159K Facebook Fans: 200K
Instagram Fans: 33.6K Instagram Fans: 7.8K
31.4M
MALAYSIA PHILIPPINES
MONTHLY VISITS
Monthly Visits: 5.7M Monthly Visits: 5.9M
Subscribers: 1.8M Subscribers: 1.8M
Facebook Fans: 1.06M
Instagram Fans: 198K
Facebook Fans: 1.7M
Instagram Fans: 99.5K
8.2M
SUBSCRIBERS
SINGAPORE INDONESIA
Monthly Visits: 3.6M
Subscribers: 800K
Monthly Visits: 12.1M
Subscribers: 3.0M
4.5M
Facebook Fans: 174K Facebook Fans: 1.2M FACEBOOK FANS
Instagram Fans: 30.6K Instagram Fans: 148K
518k
INSTAGRAM FOLLOWERS
10WE 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 SOCIAL MEDIA MAGAZINE BLOGGERS
Prime spots across major networks Strong following and engagement Engaging aspirational and lifestyle Partnership with key fashion
& sponsorships of TV shows on Facebook, Instagram & Twitter content with focused fashion angle bloggers in all 6 markets
11SOUTHEAST 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 $70 billion
Market Size in $54 billion
SEA
Penetration SEA (2015) SEA (2019)
Fashion
E-Commerce 4% 8%
Source: WBIS: Broadband penetration, Euromonitor: Fashion retail and fashion eCommerce penetration. 12WE 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
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13AT 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 PR & OFFLINE ZALORA COMMUNITY
- Search Engine Optimization (SEO) - Media events & engagement Magazine articles with > 35k views per month
- Search Engine Marketing (SEM) - Influencer seeding
- App Store Optimization (ASO)
- Affiliate Marketing SOCIAL MEDIA
- Facebook Sponsored Ads > 5M followers on Facebook, Twitter and
- Mobile Display Ads Instagram
- Retargeting
NEWSLETTERS
> 8M subscriber base
PARTNERSHIPS
Banks and other e-commerce & lifestyle brands
ONSITE
- Segmentation & personalization
- Display optimization PUSH NOTIFICATIONS & SMS
- A/B testing of onsite features > 2M send base
14WE ARE RECOGNIZED EXPERTS IN SELLING FASHION ONLINE
2013
Winner: Best CRM Strategy (Silver) Nominated: Pure Play Retailer of the Year Winner: Best M-commerce Solution
Winner: Best Use of Consumer Insights/Analytics Nominated: Best New Retail Launch (ZALORA Mobile Site)
2014
Finalist: Best CRM Strategy Winner: Customer Analytics and Business Winner: Top Brand 2014 (Online Apparel)
Intelligence Award
2015
Winner: Best Use of Relationship Marketing – B2B (Gold) Winner: Best Online Retailer for CLEO Fashion
Winner: Best Pop-Up Shop (Silver)
Winner: Best Use of Integrated Media Campaign (Silver) Awards 2015
2016 Winner: Best Customer Experience (Exchange Module)– Gold Winner: Best Digital Experience Winner: Best Mobile Experience
Winner: Best Customer Experience (Leadtime++) – Silver Top 5: Best Testing and Optimization of the
Customer Experience
15Agenda
VALUE OF ZAP FOR YOUR BRAND
WHY ADVERTISE WITH ZALORA
> SUCCESS CASE STUDY
NEXT STEPS
16SUCCESS 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
17SUCCESS CASE STUDY
IMMEDIATE BOOST IN BRAND EXPOSURE onsite during the ZAP campaign
River Island's Page Visits
1
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
ZAP Campaign Period
onsite increased +125% during the campaign
and +26% post-campaign
River Island's Share of Total Brand Page Visits (%) Brand benefited from:
2
• 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
ZAP Campaign Period Post-Campaign Period
45 46 47 48 49 50 51 52 53 1 2 3
2015 2016
18SUCCESS CASE STUDY
CUSTOMER ENGAGEMENT with the brand onsite also increased
River Island's Product Impressions River Island's Add-to-Carts
Compared to pre-campaign period,
1 3
1. River Island product impressions increased
+22%
2. Share of total product impressions increased
+33% during the campaign and +8% post-
ZAP Campaign Period ZAP Campaign Period
campaign
3. Number of River Island products added to cart
increased +22%
River Island's Share of Total
River Island's Share of Add-to-Carts
Product Impressions (%) 4. Share of total products added to cart increase
(%)
2 4 +21% during the campaign and +18% post-
campaign
Brand benefited from:
• Increased views of brand’s products by visitors and
ZAP Campaign Period Post-Campaign Period ZAP Campaign Period Post-Campaign Period
larger share of total products viewed onsite
45 46 47 48 49 50 51 52 53 1 2 3 45 46 47 48 49 50 51 52 53 1 2 3
• Spike in number of brand’s products added to cart,
2015 2016 2015 2016 leading customers closer to the final purchase
19SUCCESS 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
River Island's Items Sold Brand's NMV
1 3
Compared to pre-campaign period,
1. River Island items sold increased +29%
2. Share of total items sold increased +15%
during the campaign and +24% post-campaign
ZAP Campaign Period ZAP Campaign Period
3. River Island net merchandise value (NMV)
increased +26%
River Island's Share of Total Items
River Island's Share of Total NMV 4. Share of total NMV increased +18% during the
Sold (%) (%)
2 4 campaign and +14% post-campaign
Brand benefited from:
• Increased items sold and revenue during campaign
• Larger market share on ZALORA in terms of items
ZAP Campaign Period Post-Campaign Period ZAP Campaign Period Post-Campaign Period
sold and revenue both during and after campaign
45 46 47 48 49 50 51 52 53 1 2 3 45 46 47 48 49 50 51 52 53 1 2 3 from growth of brand through ZAP
2,015 2,016 2,015 2,016
20PARTICIPATING BRANDS
21Agenda
VALUE OF ZAP FOR YOUR BRAND
WHY ADVERTISE WITH ZALORA
SUCCESS CASE STUDY
> NEXT STEPS
22ACTION 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.
23We are ready to grow your brand with you on ZALORA. GET IN TOUCH WITH US TODAY.
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