For e-commerce players, the ability to provide Customer Experience (CX) that is hyper personalized and individualized sets them apart from brick and mortar companies. Zalora, one of Southeast Asia’s leading fashion e-commerce companies, recognized the edge that technology-led CX provides to meet rising customer expectations and integrated it to their marketing strategy. Zalora used Oracle Marketing Cloud to create personal customer relationships across channels and increase digital marketing revenue.
How did Zalora Create Personal Customer Relationships with Oracle?
Rajinder Mattoo, National Sales & Business Development Head at Vajor.com – an online shopping site for women for clothing and accessories, similar to Zalora – views technology as a method to assist retailers in understanding the customer profile and personality, including a customer’s buying patterns: likes, dislikes, shopping patterns, and a gamut of customer behavior. Mattoo says, “This helps the retailer to tweak the offering in line with the customer needs/expectations and help deliver better business output. It allows the retailer to reach out to a much wider audience within a short period of time.”
Mattoo added, “Marketing spends can be controlled and focused on the right target audience, thereby enabling better productivity. Technology helps retailers understand their social activity (through Instagram, Facebook etc) and drive the same to suit business interests.”A good customer experience naturally has a direct impact on conversion rates and leads to customer loyalty and retention. Loyal customers will share valuable feedback that can be incorporated to improve CX strategies.
Technology is the key to personalization that can lead to ease of purchase. According to Advit Sahdev, Marketing Head at Infibeam, “When you have millions of customers visiting your site and everyone has a different need from the other, technology becomes essential to creating an easy and successful customer journey.” Customization can be done to cater to different profiles, as some look for discounts, others want better description or more images, detailed reviews and yet another might look for filters while ordering.
Technology helps in personalization and enables ease of purchase to close a successful transaction. A good CX strategy not only has a direct impact on better conversions but high bill values that lead to increase in both top-line and bottom-line.