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ZALORA leverages Oracle Marketing Cloud to better connect to customers

Nurdianah Md Nur | May 13, 2016
The solution enabled ZALORA to offer indivisualised experiences across channels.

ZALORA has extended its partnership with Oracle, following the positive experience of using the Oracle Marketing Cloud technology.

The Southeast Asian online fashion retailer operates across eight countries, namely Singapore, Indonesia, Malaysia & Brunei, the Philippines, Thailand, Vietnam, Hong Kong and Taiwan.

It 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 individualised experiences for each of their customers' interests.

ZALORA is able to speak to customers in a relevant and personalised way thanks to the Oracle Marketing Cloud technology, which it has leveraged since 2013. The retailer also relies on 10 automated programmes to help it analyse customer behaviour and better understand how to incentivise customers.

All these efforts have reduced the amount of resources and time needed for lead conversion to capture a larger customer base, which subsequently led to a multifold increase in revenue.

Joshua Tan, Head, Regional CRM, ZALORA, said: "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. 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 personalised dialogue. Being able to orchestrate individualised 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."

As part of the extended partnership, ZALORA 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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