ZALORA, Asia’s online fashion destination has launched TRENDER, a data-solutions service that will enable brands to fully capitalise on ZALORA’s trade data, driving brand strategy across all sales channels. With TRENDER, brands will have access to valuable data analytics, such as consumer insights, geo segmentation, buying behaviour, design intelligence, assortment and pricing insights.
As brands pay more attention to customer transactional data to develop winning customer strategies and design processes, ZALORA seeks to offer brand partners a suite of business intelligence services with TRENDER to enable them to engage fashion consumers in the region more effectively.
ZALORA has analysed data of over 2.6M active customers in six markets and has translated it into meaningful insights to enable members from various departments from marketers, merchandisers to designers. TRENDER consists of two products:
- TRENDER Basic – a simplified PDF report of product and customer data by market and category.
- TRENDER Professional – made of interactive dashboards available via web interface, allowing for a view of product insights and customer data.
Gunjan Soni, ZALORA CEO commented, “In this day and age where data is abundant, it is timely that we harvest and put these data into good use, replace the guesswork, for marketing, merchandising and even designing. We see a demand for access to data with over most of our partner brands expressing high interest in such a service, and that shows we’re headed in the right direction. Southeast Asia is a complex region with varied customer preferences, this service can help brands unlock more opportunities in reaching out to consumers and is a testament of our commitment to our partnership with them.”
TRENDER Basic is a monthly circular, which provides ZALORA’s brand partners with the quickest access to leading industry data. Specifically designed for ZALORA’s medium and long-tail sellers, BASIC is aligned to the needs of our brand partners throughout the season and who are interested in gaining access to key market, product and customer insights. It is perfect for brands who do not require a high level of customisation but want to stay on top of trends in their particular market and category. Brands will also have the option to expand their standard subscription by adding additional reports in the various categories and markets that they are interested in.
Standard subscription provides a high-level view of the fastest growing markets in any particular category, and the fastest growing subcategories within that category. Customer-related data such as top age groups or top market regions, as well as product data such as top and trending SKUs within the selected categories and subcategories are just a few of the insights our brand partners can tap into.
With TRENDER Basic, our brand partners can better understand who is buying products in their category and what assortment is trending, empowering them to target the right customer base and to be better equipped for the seasons’ demands. Future additional features envisioned for TRENDER Basic include ZALORA customer keyword searches and white-spot analysis to let sellers know where (price and subcategory-wise) there are supply gaps that they could potentially fill.
TRENDER Professional is a self-service business intelligence tool, where brands can analyse filterable views and drill down capabilities. One can also take advantage of ZALORA’s benchmark data and compare their performance with over 5,000 local and global brands.
TRENDER can help brands answer questions such as “where should I open my next store based on customer demand” or “are women buying men sneakers”. This opens a new world of possibilities, for brands to partner with ZALORA to streamline their efforts on driving brand strategy across all their sales channels, both online and offline, from design to delivery.
Brands can upgrade their subscription plan to gain access to more features such as data extraction, API integration, and the ability to fully edit their own dashboard. Additional modules, such as consumer behaviour on ZALORA’s website, campaign performance, and competitive analysis will be introduced following the initial launch.
As brands are reeling from the pandemic, TRENDER is releasing a COVID-19 Sales Dashboard to help them understand the shift in the retail trends during these uncertain times. Insights include, analysing the shift from mobile to desktop and help track the change in customer’s demand and shopping behaviour pre and post Covid-19, such as increase in sales in nightwear and activewear categories.