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Zalando to see 70 percent of sales come in via mobile

By Vivian Hendriksz

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Zalando continues to benefit from the shift in online shopping, from computers to mobile, as its app allows customers the freedom to purchase multiple brands in a single transaction. The German etailer is set to see 70 percent of its sales come in through mobiles by the end of 2016, as more and more consumers turn to smart phones to make their purchases. During the last quarter of 2015, 59.9 percent of Zalando’s visitors came in through mobile, a 12 percent increase from the same period a year ago.

“Touch and mobile are the standard,” said Christian Müller, head of Zalando’s Media Solution branch during the Emerce Digital Marketing Live event on Thursday, reports Emerce. “When we first started it revovled around SEA and SEO, and then video on Youtube and television ads. Now, we are moving towards a world where touch and mobile are central,” continued Müller, who was one of the speakers at the marketing event in Amsterdam, which drew 2,000 visitors. “You need to touch visitors, get them excited and have an instant impact on them.”

He stressed that now, more than ever, marketeers need to think and rethink their story, how they aim to tell it and who they are telling it too. What story retailers want to tell to customers and how they can conduct sophisticated targeting. In addition, Zalando’s Media Solutions division offer advertisers the opportunity to purchase advertising space around Zalando digital shelf, which is another way retailers can boost sales in addition to the normal e-commerce transactions.

“We can develop targeted audiences around general, lifestyle and fashion. We deliver specific data for brands, which lets retailers see for themselves which unknown clothing brands they compete with on Zalando.”

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