ZALORA, the largest e-commerce fashion company in Southeast Asia, has extended its partnership with Oracle Marketing Cloud. ZALORA has relied on Oracle Marketing Cloud technology since 2013 to send its customers targeted and personalized marketing communications at scale.

ZALORA is the fastest growing online fashion retailer in Asia, operating across eight countries (Singapore, Indonesia, Malaysia & Brunei, the Philippines, Thailand, Vietnam, Hong Kong and Taiwan). The e-commerce platform works with a good mix of over 500 international and local labels, providing consumers with a diverse range of apparel, footwear and accessories, tech products, beauty essentials, sporting equipment and more.

“We are happy to have achieved the success we have today, and want to continue offering the best-in-class customer experience across our digital channels. For us it is not just about understanding our customers preferences, but making sure we listen and respond to their digital body language to develop a personalised dialogue with each and every customer,” said Joshua Tan, Head, Regional CRM, ZALORA.

ZALORA communicates with more than 10 million app users, 7 million Facebook fans, 500,000 Instagram followers, 120,000 Twitter followers, and over 2.2 million email, call and online chat requests. Today, the platforms cater to the varying customer profiles where ZALORA provides individualized experiences for each of their customers’ interests.

“Our earlier marketing efforts were batch and blast, but as the business evolved, we saw the need to respond to increased expectations from our customers for a personalized dialogue. Being able to orchestrate individualized communications and make informed, data-driven decisions is key. Having the right tools makes our job much easier, that’s why we chose to extend our investment in Oracle’s Marketing Cloud technology,” said Mr. Tan.

With Oracle Marketing Cloud, ZALORA is able to speak to customers in a relevant and personalized way. Automated programmes equip ZALORA with the ability to analyse customer behaviour and better understand how to incentivise customers.

ZALORA has since managed to half the time needed for lead conversion to capture a larger customer base, which has resulted in a multifold increase in revenue. Oracle’s marketing cloud technology allows ZALORA to create automated programmes that have helped reduce the resources previously required.

“ZALORA is an innovative company that appeals to a young, constantly engaged audience. We are happy that Oracle Marketing Cloud is able to support their marketing organisation with a platform that allows them to intelligently and creatively communicate a cohesive brand message across channels, and deliver a world-class customer experience,” said Paul Cross, Group Vice President, Customer Success, Oracle Marketing Cloud Asia Pacific.

ZALORA currently has 10 automated programmes in place and has plans to expand the number of triggered touchpoints with customers, to further enhance cross-channel marketing and grow their customers into strong brand advocates.


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