Asian online fashion retailer Zalora recorded sales six times higher than any day ever before during its December 12 Online Fever promotion last weekend.
Zalora sells in eight Asian markets: Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Hong Kong and Taiwan.
The 12.12 Online Fever promotion was positioned as Asia’s answer to North America’s Cyber Monday, with Zalora aiming to boost eCommerce across the region, offering shoppers cut-price deals to encourage online purchasing and hoping to convert traditional consumers into e-consumers. This year, 32 per cent of 12.12 Online Fever shoppers were first-time Zalora customers.
“12.12 Online Fever 2015 was a great success not only for Zalora, but for all the partners we worked with to make this initiative possible and for consumers who got their favourite fashion brands on great price point,” said CEO Michele Ferrario.
As Southeast Asia, Hong Kong and Taiwan are enjoying immense economic growth, we wanted to engage consumers and help boost the growth of e-Commerce in the region. This online sales day will give them a push, sparking consumer spending by offering their favourite items at the best prices. Last year’s record sales attested that such a cyber event resonates well with consumers in the region, and we are happy that we managed to engage more consumers this year.”
To ensure timely packing and delivery of orders, Zalora increased staffing in operations working 24/7 in order to ship 100 per cent of the packages received in its warehouses within 24 hours. This resulted to having 30 per cent of packages delivered to customers within the next day and more than 50 per cent of packages by the end of yesterday, (December 14), across the region.
One of the big surprises from the sale was the high percentage of shoppers using their mobile devices to browse and purchase – 78.5 per cent of shoppers on Saturday were using mobiles, just 21.5 per cent desktops or laptops – the number of mobile shoppers rose 250 per cent year on year.
Females accounted for 74 per cent of shoppers.
The most popular categories for both males and females were apparel, footwear and accessories. Favourite brands among women include Rubi, Mango, Dorothy Perkins and Something Borrowed while Sperry, Herschel, Onitsuka Tiger and Topman were popular brands for men.
Netizens were also talking about 12.12 Online Fever in their social media posts, a few of them commending Zalora’s quick delivery service and alerting their friends to join in. 12.12 Online Fever received more than 1.6 million of impressions on popular social media sites Facebook, Instagram and Twitter.
This year’s 12.12 Online Fever also saw an increase in number of partners with 376 participating across the region, covering industries ranging from food, home, entertainment and travel to beauty.