Zalando puts major support behind Lounge offer, adds more logistics robots
Zalando Lounge — the fashion e-tailer’s members-only off-price offer — has launched its first 360º integrated marketing campaign in Germany, France, Poland, Sweden, Denmark, Finland, and Spain.
The 11-year-old shopping club offers its members a curated selection of fashion products at prices reduced by up to 75%. And with consumers being hugely discount-focused, the firm is further investing in what it says is a fast-growing shopping destination with the new campaign launch.
Called Explore mode ON, it highlights “the exciting fashion opportunities waiting to be discovered at Zalando Lounge every day: it takes the user on a treasure hunt and showcases the great deals one is sure to discover”.
Lisa Miczaika, Zalando Lounge VP Markets and Sales, said: “While Zalando Lounge has had a really strong growth track record, it is still a bit of a hidden secret that we are now starting to share more actively with consumers. With our first brand campaign, we aim to introduce the Lounge and position us as the main off-price fashion destination in Europe, opening doors to exciting fashion moments for style-conscious customers, every day, everywhere.”
Zalando Lounge is available in 14 European countries and in 2020 it topped €1 billion in GMV for the first time.
The new marketing campaign runs until November 21 on TV, out of home, social media and on an interactive landing page “where the campaign will come to life in a 360º environment”. And it’s accompanied by collaborations with relevant influencers in each market.
Meanwhile, Zalando also said this week that it’s strengthening its robot line-up in its fulfilment operation after having used them for several years.
Ten new Toru robots are joining the product picking fleet in its Lahr facility in southern Germany and will actively participate in this year’s Cyber Week fulfilment. By Q2 2022, Zalando plans to complete the fleet, which will consist of 28 robots in total.
Lahr has been selected as the operational site for the fleet, as it provides the necessary space to use all robots, including transfer and charging stations.
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