Cross-channel marketing with SMS

ZALORA is Asia’s leading online fashion destination. Founded in early 2012, ZALORA is the largest and fastest-growing fashion-focused e-commerce site in Southeast Asia, operating in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Taiwan, and Hong Kong.

ZALORA offers an extensive collection of over 500 top international and local brands and designers, and customers can shop from thousands of products across men’s and women’s fashion apparel, shoes, accessories, and beauty categories online.

In an era where customers increasingly want to communicate with brands via mobile, ZALORA has become a success story for omni-channel marketing, and has found that SMS is a key component to cross-channel marketing. Using Telerivet, ZALORA has been able to consistently achieve a 10x return on investment from their SMS marketing campaigns.

Cross-channel marketing with SMS

In order to encourage repeat sales and build brand loyalty, ZALORA needed a flexible SMS platform to enable their marketing team to send campaigns to targeted segments of their customer base. At the same time, ZALORA also needed an SMS platform that could scale to millions of customers.

Since 2015, ZALORA has been using Telerivet as their marketing SMS platform. ZALORA uses Telerivet's web interface to create filters and dynamic groups matching targeted subsets of their customer base, which are then sent scheduled SMS messages. These messages contain codes that enable the customers to redeem special discounts on ZALORA's website. For example, ZALORA uses Telerivet to automatically send discount codes on customers' birthdays.

Using Telerivet's built-in integration with Nexmo, ZALORA sends SMS from Telerivet using their own Nexmo account, using the alphanumeric sender ID "ZALORA" to identify themselves to customers.

The advanced features of Telerivet’s platform enable ZALORA to conduct SMS marketing campaigns with maximum efficiency. Telerivet's REST API enables ZALORA to conveniently upload contact information directly from their backend systems. In the Telerivet web app, ZALORA creates dynamic groups for the segments their marketing team wants to target in a particular campaign. In addition, ZALORA uses custom data tables and the Telerivet's Cloud Script API to manage discount codes and insert the correct discount code into each message.

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"The platform is user-friendly and the capabilities of the filters to create segments are the most advanced/comprehensive we have seen so far. Telerivet has been a very reliable platform and support is prompt in their responses. Our automated SMS campaigns consistently perform at cost-income ratio < 10%."
- Johanan Choo, Senior Systems Analyst, ZALORA