Zalando’s customer acquisition focus pays off during Cyber Week

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Zalando said it had added 840,000 new customers during Cyber Week as it aggressively discounted to focus on acquisition.

The retailer saw gross merchandise volume, meaning total sales over its website, rise 32% compared to 2018 during Cyber Week, covering Black Friday (29 November) and Cyber Monday (2 December).

With a focus on customer acquisition, the retailer launched heavy, with prices on some in-season items cut 70%.

Zalando also cut the subscription price of its Plus loyalty programme by 34% to €9.90.

Moritz Hahn, commercial business SVP for Zalando Fashion said last week that the retailer’s conception of Black Friday and Cyber Week has evolved from a stock management event to something “strategically important” for both growing sales and attracting new customers.

The retailer identifies retention rates of Cyber Week customers as better than average. It also sees these as high value long-term customers.

Jonny Ng, director of marketing strategy, said: “It’s our biggest new customer acquisition peak, for example, through customers who just want a first trial of that brand or that item or the Zalando experience as a whole.”

Last month saw Zalando expand its discount programme to Czechia. Zalando Lounge, which offers discounts of up to 75% on a selection of products for limited periods, is now available in Czechia.

This means the programme is available in 14 countries out of Zalando’s total 17, including Germany, the UK and France. It had 15 million members as of October.

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