Case Studies

Zalora Improves Average Basket Size With Ecommerce Personalization

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Segment

Fashion

Challenge

To increase conversions and revenue by personalizing customer experiences at scale across all digital touchpoints.

Product Used

Outcomes

15%

Higher Average Order Value

40%

Higher Average Basket Size

24%

Click-through Rate

15%

Attributable Sales

Three Things that Set ZALORA’s Personalization Program Apart

  • Delivered personalization on multiple online properties across Indonesia, Hong Kong, Malaysia, Philippines, Taiwan, and Singapore.
  • Individualized experiences across all key touchpoints in the eCommerce shopping journey—product recommendations, search, category pages, and content and promotions.
  • Powered a product catalog of over 7 million across 6 websites, and processed more than 50 million Search API calls per month.

Client Overview

ZALORA is one of the largest eCommerce fashion retailers in Southeast Asia with presence in over six countries. With over 50 million visits per month to their websites, more than 20 million app downloads, and over 3,000 brands across a variety of product categories, ZALORA is one of the most popular fashion destinations in the region. 

ZALORA prides itself in being a customer-first brand and therefore wanted to ensure that they deliver real-time, hyper-personalized customer experiences across the eCommerce touchpoints of search, product recommendations, category pages, and content. The fashion retailer selected Algonomy’s integrated personalization platform to address this need.

Personalizing All Path-to-Purchase Commerce Touchpoints

ZALORA deployed Algonomy’s end-to-end personalization suite with the goal of personalizing every single customer touchpoint in the online shopping journey across websites, apps, and emails.

The personalization suite comprises Find™ for personalized search, Engage™ for content personalization, Recommend™ for personalized product recommendations, and Discover™ for personalized category pages.

The solutions leverage real-time customer profiles that provide a holistic view of each customer’s interests, preferences, and behavioral patterns. As the name suggests, a real-time profile dynamically evolves with each customer interaction with the brand and provides the insights needed to personalize experiences across channels and touchpoints.

The Future

ZALORA continues to push the boundaries of personalization and plans to solve complex business use cases in the future. Below are some examples:

  1. Size-based personalization
    ZALORA has a lot of cut-size apparel inventory, which is difficult to sell (due to factors such as ageing) when such products are not shown in front of the shoppers. Displaying apparel to shoppers based on their size affinity would solve this problem. To this end, the ZALORA and the Algonomy Product teams coordinated seamlessly and carried out the development work to enable size-based personalization in search results and product recommendations. This use case is expected to go live soon.
  2. Replacing the product catalog feed with Streaming Catalog API
    ZALORA’s inventory changes quickly throughout the day as products get sold. It’s important for the search results and product recommendations to reflect the real-time pricing and availability of products. Streaming Catalog API enables this, ensuring that only the products that are currently in stock are presented to shoppers.
  3. Guided Selling as part of the registration process
    ZALORA would like to improve the shopping experience for brand new shoppers, who do not have browse and purchase history. When a shopper registers for a ZALORA account, they would like to present them with a set of questions to collect their preferences. This explicit data can be used to create a personalized experience.
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