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  • Nuove Forme Di Distribuzione: 2nd E-Commerce Summit - Milano

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    Veronica Țăruș
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    This document summarizes Zalando's strategy for expanding into the Italian e-commerce market. It notes that Italy is one of the least developed online fashion markets in Europe. The main barriers to buying fashion online in Italy are wanting to try products on and finding returns too complicated. To overcome issues of trust and control, Zalando aims to move from an "education phase" in earlier years to now promoting fashion communication. This will involve continuing brand awareness campaigns across TV, radio, and outdoor advertising, while integrating education on the online shopping experience. The goal is to address Italians' "loss-of-control" concerns and establish Zalando as a source for fashionability by combining fashion and education.

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    This document summarizes Zalando's strategy for expanding into the Italian e-commerce market. It notes that Italy is one of the least developed online fashion markets in Europe. The main barriers to buying fashion online in Italy are wanting to try products on and finding returns too complicated. To overcome issues of trust and control, Zalando aims to move from an "education phase" in earlier years to now promoting fashion communication. This will involve continuing brand awareness campaigns across TV, radio, and outdoor advertising, while integrating education on the online shopping experience. The goal is to address Italians' "loss-of-control" concerns and establish Zalando as a source for fashionability by combining fashion and education.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    16 views7 pages

    Nuove Forme Di Distribuzione: 2nd E-Commerce Summit - Milano

    Uploaded by

    Veronica Țăruș
    This document summarizes Zalando's strategy for expanding into the Italian e-commerce market. It notes that Italy is one of the least developed online fashion markets in Europe. The main barriers to buying fashion online in Italy are wanting to try products on and finding returns too complicated. To overcome issues of trust and control, Zalando aims to move from an "education phase" in earlier years to now promoting fashion communication. This will involve continuing brand awareness campaigns across TV, radio, and outdoor advertising, while integrating education on the online shopping experience. The goal is to address Italians' "loss-of-control" concerns and establish Zalando as a source for fashionability by combining fashion and education.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    Nuove forme di distribuzione

    2nd E-commerce summit - Milano


    ZALANDO WAS BUILT ON A STRONG CUSTOMER PROPOSITION

    Free delivery, Onsite/app 1,500+ brands, Unpacking Free customer


    free returns usability 150,000+ styles experience care

    REACH SCALE GROWTH

    >130m >17m ~ €3bn


    visits per month active customers Revenue after only
    seven years
    ~60% ~88%
    mobile device traffic brand awareness1
    (1) Aided, in markets launched pre-2012.

    2
    ITALY IS ONE OF THE LEAST ONLINE DEVELOPED MARKET
    Total apparel Market Size (B€)
    30%
    CAGR Online Fashion 2012- 2016

    25% 24 SPAIN
    48

    20% 6 BELGIUM DENMARK


    ITALY NETHERLANDS 4
    SWEDEN
    15% 41 9
    13 52
    FRANCE 63 UK
    10%

    GERMANY
    5%

    %0
    15% 30% 45% 60% 75% 90%

    Share of online buyers

    29.01.2016 3
    Source: Forrester Research 2012 , Euromonitor International 2013, European Commission Digital Scoreboard 2012
    “TRYING PRODUCTS” MAIN BARRIER TO BUY ONLINE IN ITALY
    Reasons not to buy fashion online
    Wants to try product on

    Find returning items too complicated


    HAPTIC ELEMENTS
    Do not want to wait for the delivery

    Not prepared to pay delivery/returns

    Concerned about payment security


    TRUST ELEMENTS
    Concerned about data security

    Want to go shopping with friends/family


    INSPIRATIONAL Do not know in which online shop to buy
    ELEMENTS
    Want advice when shopping

    Have not found what I was looking for

    Italy Austria

    Source: Zalando Survey, 2012 4


    ITALIAN „LOSS-OF-CONTROL“ TRAP

    „I am really concerned „I trust Zalando.


    when I see not However I am scared
    answered questions someone in between
    on Facebook“ will steel my CC data
    and use them.“

    Post-sale Ordering
    support

    Return Delivery

    „I feel guilty when „Everything seems so


    returnig“ complex, that I just prefer not
    buying online“

    29.01.2016
    FROM „EDUCATION PHASE“ TO FASHION COMMUNICATION

    2011 2012 2013 2014 2015 2016 2017-18

    Fashionability
    Education

    Fashion-ed
    Exploration Awareness Trust Education FASHION
    (fashion+education)

    ….

    TV TV TV TV
    Popup Radio Popup
    WOM Radio
    OOH
    Video
    Local campaign
    Grazie

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