Zalando is a large online fashion retailer based in Europe that partners with Channel Intelligence to optimize its product data feeds for Google Shopping campaigns. Channel Intelligence helped Zalando align its data with Google's policies, resulting in a 158% increase in impressions for Zalando's largest product category and 14.4% revenue growth. Channel Intelligence works closely with Zalando to quickly implement feed optimizations, new product additions, and insights from testing to improve sales and lower costs. This partnership has helped Zalando deliver more relevant product recommendations to customers.
Zalando Boosts Sales 14% With Channel Intelligence
1. About Zalando
Zalando started as a convenient and simple
way to buy shoes online in 2008. Today, they
offer clothing, shoes, and accessories for
men, women and children. zLabels is their
private-label brand. Zalando operates in
15 countries from headquarters in Berlin.
To learn more, visit
www.corporate.zalando.com
Zalando at a Glance
Results
• Improved alignment with Google Shopping
policy on all data feeds
• 158% impression share increase for
largest product category
• 14.4% revenue growth from sales driven by
Google Shopping
Online fashion company Zalando proudly proclaims that they are “the clear,
pure-play online fashion leader in Europe.” Over 15 million active customers,
130+ million website visits per month, 150,000 product choices, and 1,500
brands make Zalando Europe’s leading online fashion platform.
“Customers are our absolute core focus, and clean, high-quality data is a
fundamental element in helping them find the products they’re looking for,” says
Lukas Sercu, Zalando search engine advertising (SEA) team manager and lead
of the Special Ads team. Google Shopping and Product Listing Ads (PLAs) are
essential to the enormous success of the company’s customer-centric ecommerce
approach. Seeking a partner who could help take existing product-catalog data
and create additional opportunities, Zalando turned to Channel Intelligence (CI).
The online retailer takes a very hands-on marketing approach and manages
their own campaign budgeting and bidding for Google Shopping campaigns.
Zalando wanted Channel Intelligence’s help with their data-feed management.
“Zalando chose CI to help us apply feed optimisations in a quick and agile
manner, acting as an extension of our team,” Sercu explains.
“Zalando chose CI to help us apply feed optimisations in a quick and agile
manner, acting as an extension of our team.”
—Lukas Sercu, SEA team manager, Zalando
Speed, flexibility and collaboration
Zalando has an especially large and complex product feed. They have always
known that high-quality product data was key to improving the performance of
their Google Shopping campaigns and invested in excellent data and content
marketing.
“As a service provider, Channel Intelligence ensures that all agreed feed
topics—such as key categories and basic standardised feed optimisations—
are delivered with speed. They react to trends with flexibility and collaborate
as a partner to implement ideas quickly,” Sercu says. For example, this might
include harvesting brand and size for items specifically searched by shoppers, or
identifying new opportunities of additional search queries related to a particular
product. “CI helps us innovate and be a ‘first mover’ when it comes to product
data quality,” Sercu adds.
CI also introduced defined feed experiments as part of Zalando’s PLA strategy.
The experiments tested impact of large scale optimisations such as colour
normalisation and niche optimisations, e.g. seasonal products. The results
provide valuable insights into shoppers’ interactions and behaviour when using
the PLA format.
Zalando provides high-quality product choices
to European fashion shoppers through
Channel Intelligence
Case Study | Zalando