ZALORA x Adidas: Synergies Between Offline and Online Shopping Experiences
In a quest to continuously deliver WOW moments to customers, ZALORA, Asia’s leading fashion and lifestyle e-commerce platform, alongside global leader in performance and lifestyle apparel, Adidas presented The Supermart to Singapore shoppers from 1- 12 August 2022.
Tapping on the re-emerging popularity of physical retail as the world recovers from the COVID-19 pandemic, the pop up store blended both online and offline shopping experiences by playfully making a tongue-in-cheek reference to ZALORA as an e-commerce marketplace in its supermarket concept.
The Supermart: A Must-Visit Shopping Event
The pop-up store was stocked with 90 Zalora exclusive Adidas brand products. The collection featured Adidas Sportswear and Adidas Originals, apparel and accessories for men and women, attracting 2.6x in footfall.
In a seamless click and mortar experience, customers could browse the store, scan the unique QR codes tagged on each item, cart out on the ZALORA app and have the items shipped directly to their doorstep. This resulted in a 50% uplift in average weekly sales; with sports lifestyle shoes making up 25% of total sales and sports performance tops, 17% of total sales.
Key Highlights
2.6X
Attracting Footfall
50%
Uplift in average weekly sales
Unique Experience Popular Amongst Customers
The concept created a unique experience for both existing and prospective customers to join in and engage in store by creating shareable social media content. Walk-in customers were enticed with an immersive retail experience combining benefits of brick-and-mortar stores with tech features of online shopping, increasing total orders by 2.5x and increasing average basket value by 57%.
Key Highlights
2.5X
Increase in total orders
57%
ABV increase
Impact On Online Shopping Behaviour
Pop-up store customers were redirected to ZALORA’s e-commerce app, as they scanned the unique QR codes tagged on items found in the store. Purchases were made exclusively through the ZALORA app. This led to a 56% increase in Adidas brand searches on app, >1.5x brand page visits, and a 31% increase in daily PDV.
Key Highlights
56%
Increase in Adidas brand searches on app
>1.5X
Brand page Visits
31%
Increase in daily PDV
The Potential Of Future Hybrid Shopping Experiences
While the project was originally driven by ZALORA in collaboration with Adidas to strengthen Adidas’ online presence, it also showed the potential synergy of the offline shopping experience in driving greater online purchases. With this successful showing, ZALORA and other partner retailers can expect more joint activations in the upcoming seasons.
ZALORA says…
“We are committed to enriching our customers’ experience with our brands, and this pop up demonstrates ZALORA and Adidas’ presence beyond the online space. Shoppers can now enjoy in-person browsing with the convenience of online ordering and delivery. This exclusive partnership with Adidas in creating this event is the first of its kind, combining one of the best brands and the best digital fashion platform in Singapore to create a unique and memorable experience for shoppers.”
Eric Cheang, Regional Commercial Director, ZALORA
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