My Role
Head of Product Design
Head of User Insights
Facilitator
Context
Our strategy in 2023 was to move into a more premium offering. Our users constantly report wanting to feel more special, so in 2023 we decided to rebrand, relaunch and redesign our loyalty program: ZALORA VIP.
Challenge
We wanted to increase the AOV, or average order value of our users, as well as the overall engagement on the site. We also wanted to differentiate, and we wanted to do so by making our users feel more special. Giving them a premium user experience.
Key initiatives included:
-Creating a brand from scratch for our VIP program.
- A large scale user research across all countries and different spending brackets, shopping frequency groups to dig deep into what the unmet needs were.
- Bringing together different departments across the org to brainstorm and ideate on new ways to create value. For example: Exclusive launches & early renewals.
- Regional Rollout of the new program
The first step was running 100+ user interviews, +1k surveys with the team across all SEA markets to understand what makes people feel special when they shop at an e-commerce. We asked questions around churining, price points, and even what really worked in other platforms.
In parallel to the user research, we felt it was important to look at what else was out there on the market today. So we ran an in-depth competitor analysis of 10 different loyalty programs across the region, and cross checking their perks, price points and even the communication style and tone to understand what worked and what didn't. We also wanted to check the journeys and how they talked about the benefits, because we thought that was crucial.
We ideated with the team on how to bring in touch points across the journey. For example, a permanent banner on the homepage, or a personalised filter on the Catalog page that allowed users to filter VIP products. We also zoomed out and even looked at the CRM and email communications.
1. Introduced Automated Cashback for ZVIP Subscribers with every purchase*, driving up renewal rates with a stronger value proposition
2. Launched Exclusive Launches feature-set across our funnel to let ZVIP customers discover & avail on limited drops, and to create "fomo" for non-VIP customers.
3. Rolled out ZALORA & YOU, our birthday surprise to ZVIP customers celebrating their relationship with ZALORA throughout our ZBD Campaign.