Zalando e-commerce, the European Zappos?

Yes, I want to buy in Zalando.comFree delivery, free returns30-day returns guarantee and a free helpline. It´s the first time that I´ve visited an e-commerce which is selling in Spain with all this so confident and attractive claims calling to buy. It´s like the “delivering happiness” from Zappos.com but in Europe (actually selling in fourteen European countries). Fantastic!

Zalando is available in the following countries (24/04/2013)

Figure 1. Zalando is available in fourteen countries (24/04/2013)

It is something to what we are not accustomed. I think this marketing strategy is which the Spanish market was needing for to stimulate the e-commerce sales in a similar ratio to other European countries. Zalando is a clear, confident and direct “buy here my friend” online retailing without conditions and brakes to the purchase.

Zalando.es internet traffic evolution

Figure 2. Zalando.es internet traffic evolution in Spain. Source: Semrush

The Spanish E-commerce and Digital Marketing Managers/Directors must pay attention to this e-commerce brand. In my opinion, they have many things good on which we should notice. In the last five months they have grown 100 % in web traffic (Figure 2). In one year, they obtained a global Internet Marketing Effectiveness KPI of 76 over 100 in Woorank. For example, this is closely together of the KPI of the giant Zara.com and Elcorteingles.es nowadays with 77 and 80 respectively, over Adolfodominguez.com with 71. And it is possible that in one more year it reaches Zappos.com with 87 if they improve the fifteen rooms for improvement and errors to fix according to Woorank.

Zalando.com global kpi woorank

Figure 3. Zalando.com global KPI index. Source: Woorank

Adolfo Dominguez e-commerce: on the right path to success

Since 2009 the Spanish fashion brand Adolfo Dominguez (www.adolfodominguez.com) has been in a challenging process to recover its viability. The plan is to center sales in the international market and Internet. In this way, Adolfo Dominguez is closing some shops in Spain and is opening other new franchises outside Spain. Adolfo Dominguez expects to have the 50% of sales in the international market in year 2015 and 80% in year 2020. 

Adolfo Dominguez is doing a multichannel distribution through its own shops, franchises, vente-privee (private sales) and general traditional commerce like El Corte Ingles. To these channels Adolfo Dominguez added rightly the online channel sixteen months ago. 

e-commerce fashion brand Afoldo Dominguez

Adolfodominguez.com E-commerce Rules

Nowadays (March of 2013) the e-commerce site adolfodominguez.com is working in 23 European markets and represents the 1th shops in sales on the world, with near of 20% of total sales of the company are on the Internet. This accomplishment was certainly the outcome of hard work of Valeria Dominguez (E-commerce Director), her team and Estanislao Carpio Martinez (Camper e-commerce) the new Managing Director since September 2012.

The company still has to improve its numbers in the short term, but certainly these changes are on the right path.

Like other important brands, Adolfo Dominguez is making a big effort to get market quota through SEM, SMO and affiliate marketing. This last looks to be the big bet of Adolfo Dominguez. Recently they have signed a contract with Zanox, which is the European leader in affiliate marketing, to generate incremental results on sales through their different models of services.

Relevant facts and figures evolution:

• 2010
Turnover: 166.93 million euros
Profit: – 4.78 M €
International sales: 24%

• 2011
Turnover: 153.13 million euros (-6.34%), Internet turnover: 0,98 million euros.
Profit: – 9.26 M €
International sales 2011: ?

• 2012
Incorporation Estanislao Carpio Martinez as Managing Director at AD. (He was one of those responsible for the success of Camper.com)
Turnover: 148,44 million euro (-3%) . Internet turnover: 3.9 million euros (+387%)
Profit: – 23.9 M € (+158,4%)
International sales: 41.8 M €

More information:

http://fashion.comunicare.es/branding/las-10-reglas-de-juego-de-adolfo-dominguez-en-el-ecommerce/