Zalora Southeast Asia celebrates a decade of success

The online retailer wins at Retail Asia Awards 2022.

From their humble beginnings as a startup company in 2012, Zalora, Asia’s online fashion and lifestyle destination, became one of the region’s pioneer large scale e-commerce platforms with a strong presence in markets such as Singapore, Indonesia, Malaysia, Brunei, the Philippines, Hong Kong, and Taiwan. To celebrate a decade of constant growth and unabated success, Zalora launched their Tentastic Birthday campaign, and in doing so won the Marketing Initiative Award - Singapore Award at the Retail Asia Awards 2022. 

The awards programme recognises major breakthroughs, innovations, and key players in the retail industry of Asia, and Zalora’s campaign from the 20th to the 29th of March and their efforts to market their success whilst feeding it exalted them from their competitors. 

To gain a strong foothold in Southeast Asia, Zalora made it a priority to understand and embrace its complexity, which has helped to open up the region to thousands of local and international brands, even in hard- to-reach locations with underdeveloped infrastructures. Today, with its extensive collection of over 8,000 international and local brands, and a monthly average of over 50 million visits, Zalora has become a curated platform for the region’s stylish and fashion-conscious. 

Numerous discounts and promotions were offered on the Tentastic Birthday campaign, partnering with numerous brands as a way of thanking the millions that have kept Zalora successful through the years. Products on offer at the site included categories beyond Fashion, such as Beauty, Kids, Pre-loved, Luxury, and Lifestyle, which consists of essentials and home & living products. 

There were also games launched onto the platform for customers to win more rewards such as the Tap & Win Hot Air Balloon game and the Mystery Hour Hot Air Balloon Drop. These were reflected on Zalora’s revamped website and app layout with new sections for brand deals and category callouts, as well as a new feature, the Grid Carousel, that helped to spotlight the top deals. 

In Malaysia, Zalora launched a revenue share partnership with Malaysian satellite television provider Astro for the first time, leveraging their network to expand the base audience touch points and help increase traffic to Zalora’s website and mobile app. 

During the teaser period, the multi-pronged approach allowed Zalora to effectively build awareness and purchase consideration with a 2% increase in ‘add to cart’ rate and a 122% increase in the ‘app installation’ rate. 

Press releases, email newsletters, omnichannel targeting, offline marketing, and influencer marketing were all used throughout the Tentastic Birthday campaign to further amplify awareness and consumer engagement for the company, which amounted to the company witnessing a net merchandise value growth of 12% and an app install growth of 49%, amounting to 300,000 items being sold across the platform. 

Putting the customers and brand partners at the centre of innovation, Zalora is the online destination that connects everyone to the limitless world of e-commerce. As of 2021, Zalora has 3.5 million active customers, over 20 million mobile app downloads, and shipped over 1.5 million orders.

The 17th Retail Asia Awards is presented by Retail Asia. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at [email protected].