X-MAS WITH ZALANDO
What were the goals?
Zalando’s main objective was to increase sales and average basket value in the pre-Christmas sales season. As virtually all fashion retailers run discount promotions in this time period, Zalando was looking for a sales promotion that would connect with their customers on an emotional level rather than just a monetary one.
1. Christmas Context
With Christmas approaching the campaign should have a strong Chrismas message
The goal was to stand out from other retailers by creating something of emotional value
3. Basket Value
One of the most important goals of any online retailer is to increase the average order value
As well as the average basket value, the number of orders in general was a main objective
WHAT WAS THE REWARD?
Three things are needed in order to celebrate Christmas properly:
1. Friends & Family
2. Presents for your loved ones
3. A beautiful Christmas tree.
While the first point is not something a brand can influence, the latter two points were something we wanted to leverage in our campaign to craft an impactful reward and a powerful marketing message.
The message: “Buy your Christmas gifts on Zalando and we’ll provide you with the Christmas tree to lay the presents under!”
For any purchase over EUR 50 on Zalando.de in the respective promotion period, customers got a voucher code for a free Christmas tree delivered to their doorstep.
THE REDEMPTION PROCESS
Complete an order over 50 Euros
Every order over 50 Euros on Zalando’s shopping platform received a voucher code for a free Christmas tree
Receive Voucher Code
An email was sent to customers with their personal voucher code.
Customers could then order their Christmas tree on the online microsite by providing some personal details and the code.
Get Tree Delivered
A tree then arrived at customers’ homes well before the Christmas festivities were set to begin.
What were the results?
Both Zalando and their customers were happy with the campaign results. While the customers enjoyed their premium Christmas trees delivered to them from their now favorite online retailer, Zalando was able to exceed the goals set in the beginning of the campaign.
What’s more, Zalando was able to stand out from the competition and gain attention with this creative way to offer something beyond monetary value.