4. 4
ZAL AND O AT A GLANCE
~3billion EURO
net sales 2015
50%return rate across
all categories
~160
million
visits
per
month
~18
millionactive customers
>150,000
product choices
10,000+
employees in
Europe
15
countries
>1,500
brands
5. 5
WE OFFER A SUCCESSFUL AND CURATED ASSORTM ENT
HIGHLY
EXPERIENCED
category management
>19M
app downloads
>250
designers
& stylists
150,000
articles from
>1,500
international brands
private
labels16
LOCALIZATION
of the assortment
6. 6
DEVELOPM ENT TOWARDS A SUSTAIN ABLE GROWTH
2010 2011 2014
1768.0*
2013
1158.7*
2012
509.9*
154.0*
2214.0*
2014 - 2015
• concluded 2014 successfully
• DACH clearly profitable
• approximated 3 billion mark
• focus on development of platform
strategy
2010 - 2012
• start of geographic and
assortment expansion
• break-even in DACH
2012 - 2013
• 1 billion net sales in DACH
• break-even DACH
• more net sales international than in
Germany
• apparel largest category
t
2015
2958.2**Net sales in million €
25. 25
• Channel
• Creative
• Type of ad
• OS
• OS version
• Gender
• Payment type
• Address
• IP country VS. Target country
WHAT ELSE SHOULD YOU LOOK AT?
26. L I O R B AR A K
L i o r . b a r a k @ z a l a n d o . d e
@ l i o r b
2 7 - 0 6 - 2 0 1 6
M A R K E T I N G I N T E L L I G E N C E
M A R K E T I N G A N A L Y S T M A N A G E R
Editor's Notes
FASHION
We offer a diverse but relevant assortment
Brand partners, e.g. Gap, Topshop, Nike, G-Star, adidas
Private labels = zLabels, e.g. zign, mint&berry, even&odd, Kiomi
BRAND PARTNER
We need to be the best platform for brands
Strong and important category management team: men, women, specialties
- Purchasing fashion, shoes and accessories for 15 markets
- Buyers keep close and personal contact to brands and suppliers
DIFFERENCE BETWEEN BUYING FOR ONLINE AND OFFLINE
There are no more physical limits: assortment bigger/more space available > more products, more brands, more colors, more shapes, more sizes – less limitations in buying process
We also have good insights in what is performing well, what comes back from the customer and why, what is the customer feedback on certain products. This is our big advantage as e-tailer
LOCALIZATION OF THE ASSORTMENT
Not only one big online store, it is 15 shops, one for each market (e.g. difference between our customer in UK and our customer in Spain)
Trend scouts always on the run for new trends
- What’s the next big thing?
They belong to the Fashion Direction Team in Category Management and work closely together with the Buying Team
Travel through whole Europe and get inspiration from street styles, blogs, and visiting fairs
Besides traveling around the world to visit international fashion fairs and shows, trend scouts also sit at their desks researching future trends online
We localize global trends to meet each customer’s need
- Local brands + local advertisement
- Every customer in our 15 markets has unique preferences and economic circumstances: Zalando offers a range of brands catering to each of our customer’s needs
Started with the simplest shoe of all: flip-flops (Pilot Shop “Ifansho” to test the business model)
2008/2009: shoes only, started with free shipment and return rights from the start, leading e-commerce shop for shoes in Germany
2010/2011: fashion, sports and accessories
2011/2012: new countries in Europe
2013/2014: own fulfillment centers
2015/2016: platform strategy – fashion meets tech (we are using our tech expertise to connect people and fashion)
More than 150,000 products from 150 brands
>400 fashion employees >> buying teams, trend scouts, and product managers ensure our offering reflects the latest trends and customers’ preferences
We make sure our customers get inspired and discover suitable products and services in every country, across all channels and on any device
INSPIRATIONAL CONTENT ON OUR FASHION SHOP:
News & Style Modeblog: editorial content on must-haves, labels to watch, runway trends, …
Shop the look: order complete, curated looks according to the special occasion (party, business, etc.)
Trend shop: see the hottest and latest trends and help customers to navigate the fashion jungle
The Stylelist: weekly personal highlights of our fashion employees >> what inspires them, see their personal fashion highlights, trends and their favorite looks
MyZalando: personal feed according to customers’ individual fashion preferences or favorite brands