Why behavior-based targeting delivers results in Southeast Asia

Low Lai Chow

Since it was founded in Singapore two years ago, Zalora has rapidly grown into one of Southeast Asia's leading online fashion retailers – to the extent that it is now has a presence in Brunei, Hong Kong, Indonesia, Malaysia, the Philippines, Thailand and Vietnam.

Patrick Steinbrenner, Zalora's regional director of onsite marketing, told delegates at eTail Asia – a conference held in Singapore – that despite the differences between these markets, some common opportunities do exist. "There are several things you can use across borders. If you are able to use your campaign mechanics and tactics across countries, you can save a lot of money, because they will work across countries," he said.

User experience design, for example, can often be standardised before then being tweaked in individual markets. "We're all humans, but there will be some differences," Steinbrenner said. An example of this is Zalora's homepages in Singapore and Indonesia, which have the same layout, but vary in language and the products featured. Pictures of women in the latter market typically err towards modesty, too, reflecting social norms in the country.