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Zalora Makes Use of Big Data to Predict Customers’ Preference

Prayogo Ryza - 30 March 2015

Big Data indeed brings tons of benefits to business, as the insight it brings really provides new alternatives. Zalora, for instance, makes use of big data technology to predict most desired goods and give them the alternatives.

The technology is backed up by the data explosion taking place these past few years. According to Zalora Group’s Regional Associate Director Business Intelligence & Payments Abhishek Vats, 90% of today’s data were produced these past two years.

“We live in a data world (both structured and unstructured), in which everyone is noted and codified into a data set which creates something worthy for our life. Data serves our convenience, saves our power, and optimizes the process,” Vats said.

To Zalora, data isn’t only for the sake of marketing in social media, but also to track the transaction made by customers.

Further, Vats explained how big data can change the retail business. According to him, any technologies that becomes a part of people’s lifestyle will push the change in retail’s business culture. The data showed that 40% of Zalora’s visitors utilized mobile devices to access Zalora. This makes Zalora really wants to get all the best from data.

Zalora regards big data as a key factor to attract customers. A good understanding ln customers’ interests may result on alternative experiences to customers. In the other hand, failed to do so may drive them away.

“Therefore, we need to make use of the customers’ data, both inside and outside the organization. For instance, we opt for a special sole marketing strategy for users, not two or more different strategies for the same customers,” Vats ended.

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