Zalora: Dressing up the mobile app to engage customers

• Main Authors: REDDY, Srinivas K., CHANDUKALA, Sandeep R., MATHUR, Sarita
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Zalora; E-commerce; M-commerce; Mobile apps; Multi-channel; Retail; Apparel; Southeast Asia; Marketing; Brand; Channel partners; Strategic Management Policy; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/214; https://cmp.smu.edu.sg/case/3551
• Institution: Singapore Management University

This case looks at the challenges of managing a multi-channel marketing model. Specifically, it focuses on the significance, performance and value proposition of the mobile app platform in relation to the desktop and mobile web channels. In March 2013, Zalora, a leading online fashion retailer in As...