Zalora: On the path to greater profitability

Zalora, an e-commerce platform, improved consumer experience and subsequently increased sales and brand loyalty by addressing past issues with its South East Asian mobile ad campaigns.

Campaign details

Brand: ZaloraLead agency: M&C Saatchi MobileRegion: APAC

Objectives

Zalora's Mobile Direct Response campaign strategy was focused mainly on driving leads and purchases at a lower cost. This was primarily done by optimising towards a lower Customer Acquisition Cost (CAC). Even though there was success in using this strategy in the preliminary stages of the business, they faced several challenges as time went on.

Firstly, the initial approach did not consider the long-term value of each customer (e.g. revenue, order value, etc.). Analysis showed that the CAC model was attracting more lower-value customers who...

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