When the name just to see what you’re talking about, it means that the brand has already embodied all their value. It happens for Zalando , a name that is synonymous with e-commerce in Europe. When the race is about to begin Christmas shopping and also in terms of clothing are going to take advantage of the ride end of the year, we wanted to deepen the discussion with the country manager for Italy and Spain, Joseph Tamola.
Many of the issues on which Zalando has a vantage point from which to analyze more thoroughly the theme as e-commerce, as the impact it has on the individual countries where it acts. Starting in Italy, which with the Web, mobile and online purchases have a very special relationship.
What is the relationship with Zalando mobile users? How much and how the growth of the mobile access changes the approach between Zalando and you?
GT: “When Zalando was born in 2008, navigation was purely desktop. Then things have changed, especially in Italy, where the approach to the desktop has been delayed while the jump on the mobile was strong and sudden. Today 59% of visitors browse by mobile device and the average Italian is even higher than in Europe. Clearly mobile has changed the very ways of using: the approach to the Web years ago was often evenings, or at least in certain hours that were devoted to portals or online searches. But today, thanks to the fact that the instruments offer the mobile display ever wider and boating experience even better, the use has spread over the entire day. To use a simile, there are fewer and more buffet appetizers, enjoyed several times a day. The marketing mix is therefore radically changed and we need to think in a completely new relationship with the user and with his experience with the online store. “
Zalando has taken much in 2015, especially engineers and data scientists. What are the reasons, and the objectives of this development?
GT: “The fact that the tools available today allow greater personalization of the offer implies that multiply the potential for so much users as for the company. Geolocation, above all, open to new features such as push notification. To take advantage of these innovations, Zalando is looking for Talent can add value in the experience of navigation and overall offering. All this is done, however, in a very precise way, by focusing on specific technology clusters around Europe. The area ex-Nokia, for example, has great talents on mobile as well as Dublin has great potential in mining. Exploiting these districts means optimizing development processes of our offer. “
Zalando introduced in Germany a personal shopper in the flesh,” Zalon. ” Zalon allows you to talk to a real person, to trust to get precise proposals for outfits for specific occasions. An expert at its disposal, in short, just a click away. As the experiment is going?
GT: “This is certainly not a program of” mass market “, it is a different thing, but we are also very pleased. Zalon is the classic design “win-win” in which both the user (who gets new inspiration), as Zalando (which can carry a service of safe use), because even some fashion bloggers who collaborate, they get benefits. One must begin with an observation: there are three typical models for the proposed new offers to the user. The first is mechanical, tied algorithms; the second is the platform, tied to a matter of supply / demand; the third is an editorial content. Zalon is the mix of all three, going to create some kind of experience “boutique” definitely unique in its kind. “
Joseph Tamola
What are, if any, of the special features ‘user of Italian Zalando?
GT: “The peculiarities of Italian users are basically related to the structural backwardness with which the Italian market has approached the Web first and then the e-commerce. This delay, combined to the cultural, created an effect that today is reflected on many of the key steps that lead to online purchase. In Italy, for example, you buy a lot more still offline, using the Web as a source of research and inspiration; Moreover, its own dynamic of all markets in the early stages, the average buyer Italian is still very unbalanced in terms of men. But the dynamics probably most interesting is the one that moves the time of the decision on the last click, or click on establishing a definitive purchase. Abroad it is not so, because often you venture more boldly in the purchase and then return more often a product is not suitable. This has so much negative, as positive aspects: the downside is some resistance to the purchase, which is concluded only when you have some security. In contrast there is a much lower percentage of returns, which turns in favor of the companies, which have much less problems on this front.
The delay of Italy on online is therefore something that has a strong influence on how the market is structured: although each user has a separate case, Italy has specific characteristics related to the history of the last years and to the peculiar development of e-commerce where infrastructures have previously limited the Web and then stimulated Mobile. “
Speaking of Italy, we want to imagine the word “Zalando” as a verb. A gerund, in this case. If “Zalando” was a verb to be included in the dictionary, what would it mean?
GT “Zalando aims to provide an experience that lull the pursuit of pleasure is that their shopping experience. Facebook, or video games, create pleasure as putting the user in control position, the center of an experience in which there is a certain level controlled by surprise, and all this in a highly personalized. “Zalandare” wants to have the same meaning: the user is at the center of our attention, inspiration and surprise are part of the environment for the growth their purchases and the pleasure is the ultimate goal. “
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