Online fashion giant, Zalando has launched a new tool called "Brand Homes" for apparel brands that sell via its site to gain more control and customer engagement.
The new tool enables brands to set up a small, more curated site-within-a-site on Zalando’s platform, through allowing them to create "more authentic content, curate collections, and engage with followers.”
Last month, the company added pre-owned to its offer and is now using Brand Homes as a key strategy to “elevate the way customers engage with brands on Zalando and making it worthwhile to visit the Fashion Store even more frequently.”
The launch of the new tool is aimed at driving customer engagement and time spent on Zalando “by focusing on high-quality content curated directly by brands.”
Brand Homes will also allow partner brands to gain more control in the way they curate and manage how they showcase their brand and collections on the platform.
VP Demand - Customer Acquisition & Engagement at Zalando, Christoph Lütke Schelhowe, said: “Millions of customers are already visiting Zalando daily, spending an average of 80 minutes per month on our platform. Over 80% of site visits and 70% of orders come from mobile devices, which puts us directly into our customers’ hands and pockets, playing an indispensable role in their life. We want to make it even more worthwhile to visit Zalando daily."
“With Brand Homes, brands become much more visible, because we offer them more virtual real estate for telling their story and curating relevant content and collections. That way, partners that add high-quality content to the Zalando experience get rewarded with organic followership growth.”
"Customers can now tailor their experience by following their favourite brands and the new brand curated content is not just shown on the Brand Homes page but sprinkled throughout the customer journey."
“This will make it easier for customers to discover new brands that match their interests, and to keep track of new collections and campaigns by brands they love.”
He added the launch also features a content management tool that “makes it easy for brands to modify their content and curate specific collections by selecting the products they want to showcase, for example, a specific category like sneakers, a specific campaign, theme or topic like sustainability”.
The Brand Homes operations team then ensures everything operates smoothly, from the image selection to the product inventory before going live.
The system also provides brands with the opportunity to monitor the performance of their content across different countries and product groups on Zalando.