Zalora's Commitment to Encourage Local Fashion Products to Export

Zalora Indonesia expressed its commitment to increase exports of local products by utilizing services E-commerce hers which has a presence in six countries. The company will continue to add curated local brands that have the potential to enter its platform.

Zalora Indonesia's Head of Marketing Dwi Ajeng explained the current conditions, users here can take advantage of the Zalora platform to buy products sold abroad. Because not all products from certain brands are sold in Indonesia.

However, this condition does not occur abroad. Local product search rate by user zalora abroad has not been something to look for.

"This is still our homework. Every quarter we have dozens of targets brand want to-acquire, this does not apply to brand only for international brands, but for local brands we see that they have good potential," he said, Wednesday (4/12).

To accommodate local brands, Zalora has a special column named Zalocal. Several brands such as Yongki Komaladi, The Executive, Berrbenka already a partner.

So far, Zalora has been a platform E-commerce which is synonymous with products from semi-premium brands, targeting users from the upper middle class. There are around 2 million users in Indonesia, 1 million of whom are active users.

Compared to the other six countries, the contribution of business transactions from Indonesia is not as big as in Hong Kong or Singapore. However, Indonesia has the greatest potential among others in terms of users.

With a large number of users, it is an inspiration for companies to develop features that can increase user loyalty. Ajeng said it would be one of the company's focuses next year.

"Next year we want to focus on loyalty, generally these points can be used toredeem at another place. But we want to do something different in a clever way in order to create a more meaningful relationship with our users. After all, we are a technology company."

Strengthen the fashion vertical and release new innovations

Ajeng also explained that the company has added categories of sports, beauty, and children's products; as the latest fashion vertical which is expected to strengthen its position in Indonesia.

He said that these three categories can be said to be a reflection of recent trends in the upper middle class society. Sports products, for example, are currently the most sought after by users because of the increasing awareness for sports healthy lifestyle.

"Actually, this sports category has existed since last year, but in the end we strengthened it by adding more and more brand to join Zalora since the quest rate is now high."

Likewise for the children's product category, to target mothers who have impulsive behavior when shopping for something for their children. "Basically all brand those who enter Zalora have offline outlets, but here are products that are not sold in outlets because we are connected with Zalora global to listing-his."

In addition, the company also releases the latest innovations in its application to improve the consumer experience. This is the "Complete the Look" feature, which allows users when opening apparel products on Zalora, to have complementary choices from shoes to accessories as ideas. mix and match directly recommended by professional stylist.

Another new feature is "Follow the Brand," where customers can follow the brands they like on the Zalora app. This makes it easy for customers to find out about the latest product collections, plus get personalized recommendations from Zalora that are based on the brands they follow.

"All of the features that we have developed are based on habitual data on Zalora. All of these features are not only for Indonesian users but in all countries where we operate."

The company has also collaborated with Gopay to expand payment options since October 2019. Ajeng assesses that since the presence of Gopay, there has been a significant increase in terms of Gopay users who are now Zalora users.

Previously, the most widely used payment methods in sequence were virtual accounts, manual transfers, and credit cards.

Gopay's presence in Zalora is not as fast as the players E-commerce other. Ajeng assessed that this was due to differences in user segments. Product prices on Zalora can be said to be semi-premium, while the balances stored in Gopay accounts are not as many as people deposit funds in banks. This vacancy becomes homework for both companies.

"In the meantime, go shopping with ticket sizes If you are small, you can still use GoPay, but if the amount is large, use another method. Hope for the future ticket sizes those who use GoPay can go up."

After GoPay it will add payment methods with players e-wallet other.