Singapore – Fashion e-retailer ZALORA has tapped digital experience platform company Optimizely to improve the user experience of their platform for their consumers in Southeast Asia. The agreement between ZALORA and Optimizely, signed in December 2021, will cover most ASEAN countries including Singapore, Malaysia, Indonesia, Philippines, Brunei, Hong Kong and Taiwan.
Through the partnership, ZALORA will be using Optimizely’s Experimentation Platform which facilitates targeted and personalised Web A/B testing that delivers results to enable businesses to make informed product decisions.
According to Liam Hutchinson, group director of product at ZALORA, they want to scale and democratise experimentation, enabling their entire team to explore and trial new ideas. He also added that with their mission to become a fashion and lifestyle super app for Southeast Asia, they need to deliver a more customer-centric experience, to which Optimizely’s platform will be a key enabler of.
“With Optimizely’s technology, we will be more impact-focused and empowered to make better product decisions on behalf of our customers thanks to experimentation and clearer impact measurement. Optimizely’s experimentation platform enables our teams to sharpen their decision-making skills, generate more quantitative insights at scale, and deliver a delightful customer experience,” Hutchinson said.
Meanwhile, Alex Atzberger, CEO at Optimizely, commented that with their dedicated teams throughout the region to offer a high level of expertise and support to all of their customers there, it is great to see notable brands such as ZALORA wanting to work with them.
“This is definitely a boost to our expansion efforts in the region and a recognition of Optimizely’s exceptional Experimentation Platform that can empower businesses in the region to make informed product decisions with accurate customer analysis. We will continue to establish our footprint in Southeast Asia and support businesses with our cutting-edge solution,” he said.
Hutchinson also added that with their partnership with Optimizely, they are further cementing their position as a regional fashion and lifestyle e-commerce leader to deliver more relevant, dynamic and personalised shopping experiences for their customers.
“We want to expand our ecosystem to provide other value-adding services with more content and engagement with new product portfolios and features. Personalisation and segmentation will continue to be our priorities with loyalty and customer retention as key focus areas. Optimizely will be a part of this exciting journey in measuring our success and helping us to drive an exceptional user journey in the region in the present and the near future,” Hutchinson concluded.
