Nowdays, people like shopping in their pajamas. With one click we buy clothes, household items, tickets and other goods. More and more people prefer online shopping than conventional. Tradespeople know it and, of course, there is a need to stand out from the crowd. There are many advantages of online shopping. This is the reason why online stores are a booming business today. Have you ever heard that 71% of shoppers believe they will get a better deal online than in stores? Also, 80% of the online population has purchased something using the internet, 50% of the online population have purchased more than once. Yes, the fact that people like shopping in their pajamas sounds more convincing now. Let's talk about how this is reflected in practice.
Zalando. Unique History
Zalando – one of the best known online fashion platforms – knows how to stand out from the crowd. What started as a fashion webshop, has now transformed into an innovative online fashion platform. It‘s revenues increased by 260% (2012-2015) and their active customer base by 91% in the same period. According to estimates of commerzbank, Zalando could achieve 7 billion euros in revenues by 2020. It is only a few dry facts about Zalando. But how do they do this? We promise, you will see it in an infographic below, but actually one of the main reasons of Zalando’s success is marketing strategy. In each country Zalando applies a localized marketing strategy to create brand awareness. For example, in Italian culture, returning a product you don’t like is not common because culturally, Italian see this is a “breaking their promise of buying the product”. So in advertisements Zalando makes an effort to tell Italians it is okay to return. This is the way how they do it.
It is important to mention that Zalando hadn't been always successful. In the first few years after the launch, Zalando hardly made any profit. In fact, they lost a lot of money. But it is only the beginning.. Below is an infographic created that reveals some interesting information about Zalando and the key to their success.
Infographic by: www.bargainfox.co.uk