Case Study: ZALORA Expands Customer Base Across South East Asia with Programmatic Advertising

How South East Asia’s Leading Fashion E-tailer’s Won New Customers With Mobile Reach and Smart Data

When ZALORA approached us with the task of acquiring new customers at a sustainable acquisition cost, we were thrilled about the opportunity to work on such a mission with such a large-scale multi-national fashion e-tailer in South East Asia. We were confident of delivering on the task via our programmatic display solutions on mobile, desktop, and social inventory, and got to work right away. Now, we are proud to announce that the results of this partnership with ZALORA. In a three-month test period with Sociomantic, ZALORA saw a compelling increase in new customer acquisition and revenue.

Aggressively expanding ZALORA needs to further expand its customer base to cement its market leader position in the region’s fashion e-commerce scene—a challenge given the rich diversity of the retailers target markets: Singapore, Indonesia, Malaysia & Brunei, the Philippines, Thailand, Vietnam and Hong Kong.

Sociomantic implemented a custom segmentation setup for ZALORA before any campaigns were run. This ensured that existing customers will not be targeted and ZALORA’s ad spend budget will be solely focused on the objective of top-funnel marketing to drive conversions from new-to-site users. The segmentation was made possible with Sociomantic’s proprietary Streaming CRM technology , which enables ZALORA’s to combine first-party CRM data with real-time user data to differentiate new-to-site users. The real-time bidder optimises the price of each ad impression to ZALORA’s Customer Acquisition Cost goals.

As for the banners delivered, Sociomantic’s dynamic creative optimisation (DCO) generates and displays personalised banner ads that show product recommendations that are relevant according to each individual user profile, within milliseconds. The banners were built with device-agnostic HTML5 instead of the platform-limiting Flash, which enabled them to be served across mobile, desktop and native social placements.

“In this diverse and competitive region, new customer acquisition is a major challenge
for any retailer. In Sociomantic we have found a partner with the technology and expertise to help us reach the right prospects with personalized ads that help convert them into customers. The ability to reach users across desktop, mobile and Facebook has helped us to grow our customer base and revenues,” said Kaushal Bhalotia, Head of Online Marketing at ZALORA.

Rohit Kumar, Managing Director of APAC Sociomantic said, “With its proprietary technology and expertise in the South East Asia region, Sociomantic was the right partner to grow ZALORA’s customer base across all of their seven markets. We’re proud to have ZALORA trust us with its business, and in return, we deliver incremental revenue to them.”

Download the full case study to learn about the results of ZALORA’s success.