WHAT THE CUSTOMER WANTS - ASSORTMENT: Zalando Corporate
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ASSORTMENT: WHAT THE CUSTOMER WANTS
CUSTOMERS
70% 23.9M 77%
female active customer mobile
> 4.1 > 3.0
orders/year orders/year
> 29 min. > 24 min.
time spent/wau time spent/wau
OFFERING THE MOST DESIRABLE AND UNLIMITED ASSORTMENT TO OUR CUSTOMERS
WHY?
NPS =
PRODUCT NO
RANGE, ... FOMO &
SEARCH
SCALE COSTS
HOW?
ALL ALL PRICES
CATEGORIES
ALL SIZES
ALL BRANDS
PERCEPTION DRIVERS
ALL CATEGORIES
Head to Toe
86%
O of
FROM TOP TO TOE
GMV from ACROSS
cross- TOUCHPOINTS
category Cross-category
purchases buyers purchase
of what
x 4 mono
buyers
purchase
BEAUTY
Potential
Underdeveloped Beauty market… …dominated by traditional offline players
EU Beauty Market Size & Share (2017) Germany: Cosmetic Sales by Distribution Channel
Beauty Fashion
9%
12% 16%
8%
7%
Online Share
6%
3% 4%
Online Total Beauty 1%
(Offline + Online) 46%
€84bn
€4bn
Total EU
Beauty Market
Source: Statista, Euromonitor
BEAUTY
Proposition
ZALANDO FASHION ZALANDO BEAUTY
CREATE YOUR STYLE COMPLETE THE LOOK
ZALANDO AS YOUR STYLE DESTINATION WITH
FASHION + BEAUTY EXPERTISE
BEAUTY
Portfolio 142 brands & 4.700 SKUs
…TO HIGH
FROM LOW…
MAKE UP SKINCARE BATH & BODY NAILS HAIRCARE TOOLS & ACC
ALL PRICES
High to Low
MID
LOW
HIGHWE KEEP IT FRESH
FRESHNESS
1900 new items activated every dayALL SIZES
Everyone fits Already now we have 10% special sizes share of
total women’s textilesALL BRANDS
Curate a fashion assortment with
Global Superstars & Local Heroes high local relevance in each market
350
NEW IN 2018 ALONEPERCEPTION DRIVER
Sustainable Our Vision: Become Europe's leading sustainable platform by 2020
Our Goal: x10 our sustainable assortmentIf Exclusives were a brand, it would
be in our top 20
PERCEPTION DRIVER
ExclusivesASSORTMENT USP USED IN MARKETING
PERCEPTION DRIVER
Exclusive Offerings and outstanding experiences for
Zalando Customers
B&B: experiential marketing platform for
generation next blending physical with
digital
6 big exclusive brand collaboration
campaigns celebrating 10 years ZalandoPERFORMANCE
MARKETING
Relevant and effective
Effective steering through dynamic,
ROI-based allocation of resources
Personalised marketing
experiences based on insights of
23.9m active customersOFFERING THE MOST
DESIRABLE AND UNLIMITED
ASSORTMENT TO
OUR CUSTOMERSPARTNER PROGRAM
PP
Key Enabler to Unlimited Assortment
PP
Wholesale Wholesale
2016
Midterm strategy 20-30%3 REASONS Partners Love PP EASY ACCESS PARTNERS IN CONTROL INCREMENTAL REVENUE
EASY ACCESS
PP Powered by Merchant Operations
ENGINEERING
SALES &
ACCOUNT
MANAGEMENT
OPERATIONS
QUALITY
ASSURANCEIN CONTROL
Price & Assortment Steering
• Partner selects assortment
• Controls their presence
• Partner sets price
• One seller per article
• Partner books full retail revenuesIN CONTROL
An Evolving Range of Resources to Power Your Business
BRAND SHOP
CONSUMER INSIGHTSMORE REVENUE
Increase Brand Reach
DENMAR
N K
Vestibulum L
POLAN
D
congue BELGIU GERMAN
FRANCE Y
M
23M+
active customers AUSTRI
A
SWITZERLAN
D
ITAL
Y
15 markets3 TYPES
Partners That We Attract
VERTICAL MULTI-BRAND BRICK &
RETAILER RETAILER MORTARVERTICAL RETAILER Adaptable Business Model: DTC to DTC
VERTICAL RETAILER New Distribution Model: B&M to DTC
MULTI-BRAND RETAILER More Access To Adjacent Products
BRICK &
MORTAR
Unlocking A Brand’s Full Potential
PARTNER
WHOLESALE PP ZFS
PROGRAM DTCZFS
Enabler for PP Growth
BROADER ASSORTMENT SCALE TO ALL MARKETS
HIGHER ECOM LOGISTIC SHARED PARCEL
EFFICIENCIESZFS Gaining Momentum 20+ 10% 2X BRANDS 2017 PP ORDER SHARE 2018 AMBITION
ZALANDO WINS Accelerated Growth Growth Levers: (1) Brand Acquisition (2) Sku Mix (3) Internationalization (4) New Customer Acquisition
+83 BRANDS Diversified Portfolio of 500+ Partners
SKU MIX Optimizing Our Assortment Mix DE
Internationalization
More Market Coverage
2017 - 2018 YTD
REST OF
DE
DE DACH
DACH REST OF
EUROPE
EUROPE
(W/O DACH)
W/O DACHCUSTOMERS
PP Drives New Customer Acquisition*
2016 2017 2018
~1.0M+ Brand 1
0.5M+ Brand 2
PP only brands
0.25M Brand 3
~150K Brand 4
~100K Brand 5
*New Customer: customers who placed their 1st non-cancelled order
in the selected Shop and ordered Women’s in this first order. ~25K Brand 6
New customers are not unique across brandsWIN WIN WIN Happy Trifecta
EXPANSION
LET’S WELCOME
IE, CZ, DE_eng & CH_it
IRELAND
SERVE NEW ADJACENT COUNTRIES CZECH REPUBLIC
15.4M POTENTIAL CUSTOMERS
ENHANCE SHOPPING EXPERIENCE OF GERMANY
NON-NATIVE CUSTOMERS IN ENGLISH
SWITZERLAND
IN ITALIANLEAN SET-UP
New Markets
PARENT - CHILD
APPROACH
SOLID BASICS
PERSONALISED
MARKETING
ALL DEVICES
FROM THE STARTDISCLAIM 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.
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