Zalando: navigating with ease
Shoppers buying from Zalando websites across Europe can easily browse the ranges on offer for inspiration or find the item they want to buy in just a few clicks.
InternetRetailing researchers found that search returns relevant results from its website, while navigation is easy to use. Visitors can hover over a particular category to see dropdown navigation, narrowing down their choices through a number of filters – including by type of clothing, brand, bestseller status or price. That’s important on a website that now offers more than 200,000 lines.
Once shoppers have found a product on the Zalando site, they can easily find the information they need in order to buy. The pureplay fashion and footwear retailer illustrates items through an average of six images that can be studied up close for detail, while measurements, materials, washing instructions, ratings and even delivery timings are all easy to find on the product page.
It’s an approach that is consistent across all of Zalando’s EEA local currency websites, as well as on its iOS and Android apps. Its app features cutting-edge additions such as the use of TouchID to log in, and the ability to share style images. Investment in the app meets the needs of Zalando’s customers, since, its latest figures showed, 67% of traffic came to the site via mobile devices in the first nine months of 2016. In addition, more than half of orders were made via mobile.
Those figures, published in November 2016, showed that the retailer had invested in mobile, brand and assortment, as well as convenience. It showcased its products offline as well as online, attracting more than 20,000 visitors to its Bread&Butter fashion event. During the event, Zalando enabled brands, including Tommy Hilfiger and Zalando’s own exclusive Marni shoe collection, to showcase products. It measured its results through more than 800m impressions on media and social media. At the time, David Schneider, co-founder and member of the Zalando management board, said that Bread&Butter represented a rethinking of the traditional fashion trade show. “We want people to get inspired by new trends, experience the latest products, and get them first,” he said. “With Bread&Butter by Zalando, customers are no longer excluded from the fashion world but are invited to become part of it.”