Scribd
Upload
10 views

CaseStudy_Zalora

Uploaded by

tulsi17072024
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
10 views

CaseStudy_Zalora

Uploaded by

tulsi17072024
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 7

QSCALE @ ZALORA

Transforming Performance Marketing


By Reducing Customer Acquisition
Cost at Zalora

AUGUST 2024
OVERVIEW
QScale is a cutting-edge product feed enhancement platform designed to
optimize product feeds used by major advertising platforms like Google,
Facebook, and TikTok. By leveraging user demand and purchase behaviors
from search engine data and social media platforms, QScale enhances
product titles, descriptions, and other key details, ultimately boosting the
performance of digital ads through real-time optimization.

BACKGROUND
Zalora, a leading e-commerce platform in
Southeast Asia, operates in six countries:
Malaysia, Hong Kong, Taiwan, Singapore, the
Philippines, and Indonesia. The company
sought to overcome challenges in digital
marketing growth, particularly in their cluster
nations (Malaysia, Hong Kong, Taiwan, and
Singapore), where competition had
intensified, leading to increased Customer
Acquisition Costs (CAC). Their goal was to
accelerate new user acquisition while
reducing CAC, especially in their non-cluster
nations, the Philippines and Indonesia, where
the CAC was closer to their target.

CASE STUDY 2
CHALLENGES
Prior to implementation of QScale, Zalora was facing two significant
challenges

High CAC due to stiff As competition in eCommerce in Sputh


Competition East Asia grew during and post-CoVid,
Zalora's CAC increased, efficiency of
performance marketing diminished

Poor Quality Product The existing product feeds were not


Feeds optimized for performance on Google,
Meta, and TikTok ads, leading to lower
Return on Ad Spend (ROAS) and
inefficiencies in their digital marketing
efforts.

CASE STUDY 4
QSCALE
INTERVENTION
INITIAL AI Automation @
DEPLOYMENT 1M+ Products
Title
2 WEEKS Description
Brand
Inputs for 1 million products across six nations, three
Color
channels (Google, Meta, TikTok), and three languages were
Material
deployed. This involved a complete understanding of the Pattern
feature, benefits and usage level details and optimising 10 Occasion
most critical imformation set required by ads engine Google Product Category

OPTIMIZATION
PHASE
2 WEEKS
Product cohorts were created, and feed optimisation logics
were implemented to drive better results. This included
creating product cohorts based listing performance, user
demand and product featurers.

CONTINUOUS
IMPROVEMENT
TRACKING USER DEMAND
The final phase involved ironing out details and introducing Zalora- REAL-TIME
specific enhancements such as UAC ad sets, YouTube, and Instagram
keywords. The Zalora team quickly adapted to QScale, particularly
leveraging custom reports and dashboards that provided real-time
data on feed performance. They also extended QScale's capabilities
to non-product ad campaigns, such as install campaigns and
retargeting efforts.

CASE STUDY 6
RESULTS
The intervention of QScale resulted in improvement across the
funnel for Zalora

CAC -23%
Revenue
+52%
ROAS +36%

Impressions +80%
New
Customers +49%
CPM
-52%
These metrics underscore the significant impact QScale had on
Zalora’s digital marketing effectiveness and overall growth.

CASE STUDY 7
CLIENT
FEEDBACK
Zalora's key stakeholders and users have embraced QScale, as their
primary partner in digital growth - integrating it as a core component
of their marketing strategy.

"QScale has been a game-changer for our


operations. Their team’s technical and functional
expertise has enabled us to stay ahead in the highly
competitive APAC market. By delivering accurate
predictions and equations for ad relevance scores
and dynamic ad creation, QScale has significantly
boosted our growth metrics. This edge has been
crucial in unlocking substantial value in our new
user acquisition efforts. While the initial results have
already made a remarkable impact, I’m confident
that this is just the beginning. We anticipate even
greater advancements and continued success in our
partnership with QScale in the coming quarters.
DIPTI KHALATE
APAC GROWTH HEAD@ ZALORA
SEA ECOM SOLUTIONS HEAD @TIKTOK
HEAD OF DIGITAL MARKETING @PURPLLE

CASE STUDY 8
THANK
YOU!

Inspired by Zalora.'s success story?


Get in touch with us to start your journey toward
outstanding results.

CONTACT
[email protected]

CASE STUDY 9

You might also like