Digital Experience: Building 23+ million Zalando shops - Capital Markets Day 2018
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Digital Experience:
Building 23+
million Zalando
shops
Capital Markets Day 2018
Philipp Erler
Anne Pascual
James Healey
June 5, 2018
Why
We are building truly
unique fashion
experiences to
democratize fashion
2
To achieve impact, we build a modular platform focused on fashion from the very
beginning benefiting customers, brands and content creators
More fashion More
perspectives content
Machine
learning
More personal More
experiences flexibility
3
We drive substantial impact proven by high A/B frequency testing
+101% +39% +40% from
8%
Conversion rate from
customers who interact
Basket from customers
who interact with outfits
Total page views per user
(yoy)
to
20%
with outfits vs. those that do not
vs. those that do not
Zalando’s share of
voice/awareness on
Instagram in DE
200k +17.7% +12.5% among opinion
leaders/influencers
Manually created outfits Time onsite spent per Revenue per user (yoy) increased from Feb.
live user (yoy) to April.
4 as at May 2018
Weighted across all devices
Desktop Mobile web Tablet web
-18.7% - 28.8% - 29.7%
-25,4% loading time improvement
5
Brands are
Brands are our
our strong
strong partners
partners in
in serving
serving our
our customers
customers
7
6
Who
Our customers are all
unique.
We understand them:
hunting & exploring
7
Customer journey
After
Discover Buy Sale
Choose
Decide
8
01.
Decide
Hunting
Hunters know exactly what they
want and need the fastest way to
get it. Purchase
9
Discover
02.
Choose Exploring
Decide
Explorers have a certain need but
want to get inspired first, even it’s
based on style preferences.
Buy
10What
How do we delight our
customers?
11Our strategic pillars
Inspiration Advice Relevance
12Inspiration
from to
Shoppable content
Mainly
available on all
products
customer journeys
Mainly our voice Many voices
13Advice
from to
Disconnected Immersive journeys
channels across all channels
Static content Different media
Focus on Curation through
individual items outfits and collections
14Relevance
from to
Unique, personalized
One-size-fits-all experience including
experience preferences, such as
sizing
Fluid & immersive
Linear journey
experience
15What
How do these shifts look
like when customers
experience Zalando?
16Please meet Floyd. 17
Journey 1:
Floyd
Floyd, mainly a hunter, is
browsing the Zalando app
while waiting for the Bus. He
follows a brand that he likes.
18Journey 1:
Floyd
He starts browsing for Fila
shoes and gets Smart
Filters suggested based on
his previous purchases.
19Journey 1:
Floyd
Because he’s following Fila
he gets notified about a new
exclusive collection.
20Please meet Polly. 21
Journey 2: Polly Polly, mainly an explorer wants to go to a party and she’s looking for style advice so she checks out Zalando. 22
Journey 2: Polly On the homepage Polly discovers a video, featuring personal stories around style. 23
Journey 2: Polly She scrolls down and discovers Trends. 24
Journey 2: Polly She explores “Dark Summer”, showcasing products all related to the Trend. 25
Journey 2: Polly She discovers Trend Collections by Influencers. 26
Journey 2: Polly She discovers Trend Collections by Influencers. 27
A few days later…
Journey 3:
Polly
Since Polly hasn’t bought
anything yet, she returns.
When searching for it she
finds products, outfits and
collections based on her
style profile.
29Journey 3:
Polly
She finds a dress that she
likes and explores related
outfits based on style.
30Journey 3:
Polly
She continues exploring and
finds related collections
based on style.
31Impact
We drive substantial impact proven by high A/B frequency testing
+101% +39% +40% from
8%
Conversion rate from
customers who interact
Basket from customers
who interact with outfits
Total page views per user
(yoy)
to
20%
with outfits vs. those that do not
vs. those that do not
Zalando’s share of
voice/awareness on
Instagram in DE
200k +17.7% +12.5% among opinion
leaders/influencers
Manually created outfits Time onsite spent per Revenue per user (yoy) increased from Feb.
live user (yoy) to April.
33 as at May 2018Outlook
Our fashion platform delights customers with a beautiful and consistent experience optimized for
personal relevance
Products, outfits and collections are browsable on all relevant dimensions, facilitating an effortless and
joyful navigation through our assortment
We use inspiring, shoppable content to connect with our customers emotionally, driving engagement
and retention
34We are building truly
unique fashion
experiences to
democratize fashion
35DISCLAIM ER Certain statements in this communication may constitute forward looking statements. These statements are based on assumptions that are believed to be reasonable at the time they are made, and are subject to significant risks and uncertainties. You should not rely on these forward-looking statements as predictions of future events and we undertake no obligation to update or revise these statements. Our actual results may differ materially and adversely from any forward-looking statements discussed in this presentation due to a number of factors, including without limitation, risks from macroeconomic developments, external fraud, inefficient processes at fulfillment centers, inaccurate personnel and capacity forecasts for fulfillment centers, hazardous material / conditions in production with regard to private labels, lack of innovation capabilities, inadequate data security, lack of market knowledge, risk of strike and changes in competition levels. 36
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