Within three months of implementing Evergage, ZALORA launched several personalization campaigns, enabling it to:
Communicate and capture email addresses at optimal times during shoppers’ visits;
Continue increasing its site traffic; and
Lift conversion rates and revenue per user for its web-based customers.
The retailer also plans to use the Evergage platform to deliver real-time personalization through its mobile app in the future, according to a company release.
ZALORA’s decision to upgrade its personalization software mirrors the steps many retailers are taking to get a better view of their customers. While some retailers might take specific elements of personalization from different solution providers, these elements may not function as well unless they’re aligned under one platform.
Whether through product recommendations or special promotions and offers, many consumers desire at least some level of personalization that makes the purchasing process easier. A 2015 survey from Magnetic and MyBuys indicates that 60% of shoppers are comfortable having their shopping interests and behaviors used by retailers, if the shopping experience is expedited.
While there is still a thin line dividing the information consumers want retailers to use versus information they don’t want retailers to use, merchants must still ensure that personalization needs are met. The need for personalization is particularly acute if large shares of a retailer’s business comes from various countries, as is the case with ZALORA.
“In line with our efforts to streamline processes and improve efficiency in ZALORA, we needed to unify our personalization program under one single solution,” said Patrick Steinbrenner, Regional Marketing Director at ZALORA. “Evergage’s platform is the perfect fit for our needs. We’re pleased with our results so far, and look forward to using Evergage to drive even deeper levels of customer engagement.”