Zalando Brand Engagement Survey
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ZalandoBrand Engagement Survey
I learned of Zalando through word of mouth
How common is this? Can it be used?
80 people ages 18-34 were polled across Europe.
Heres what they said.
60% accessed Zalando in 2016
73% learned of Zalando from their friends
54% seek the opinion of others before making an online purchase
44% discuss online purchases with friends
The Zalando brand is being negotiated by social interactions out of its control
Respondent InsightsSOCIAL INTERACTIONS
62% reside in a European country different
from where most of their friends live
Friends are the 3rd most popular style influence behind People in the Street and Store Displays
70% have never purchased clothes for others online
People seek out style influencesaway from their social networks
CONNECTING WITH USERSRespondent Insights
4 out of 5 would rather see Zalando campaign ads on social media than anywhere else online
85% of respondents are most likely to follow Zalando on Facebook or Instagram
How would respondents prefer to contact Zalando directly?
9% 7%via Email via Phone via Facebook via Twitter
Most people prefer the same brand touchpoints
Brand Parameter & Tactic Recommendations
Consumers want to connect to a brand in similar ways. Create a media presence that makes people come to you.
1 Get VisceralFashion influence is exerted through observation. Put your brand in the streets so it can be experienced.
2 Let & LearnBuyer affirmation is a social interaction out of your control. Know the purchase discourse and hone your game.
3 Be Approachable
Create branding campaigns that have calendar continuity across European markets yet offer content on locally relevant style preferences.
Same Channel, Different Dialogue
Digital is only a piece of the pie. High streets and evening strolls are important parts of all European cultures.
Offer integrated experiences that engage every aspect of the European love of mobility.
External online content about Zalando centers on e-commerce and not brand value.
Focus on earning media that showcases Zalando as a hub for fashion.
Its Not You, Its the Clothes
Lets get people talking
Justin Acevedo tiny.cc/justin_acevedo