WEBVTT

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I'm here at the Cannes
creativity festival, and I'm

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accompanied by Dinesh. Dinesh,
thanks so much for joining us

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today. Can you tell us a little
bit more about your role at the

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Zalando Marketing Services?
Sure.

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I lead the tech team at Zalando
Marketing Services, and we

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enable brands to connect with
consumers, to inspire them with

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storytelling experiences and
build loyalty.

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What do we know from the fashion
industry is that the customer

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journeys have complexified a
lot. So there are a lot of touch

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points. Can you tell us a little
bit how you stitch it together?

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Sure.

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When we when we talk to our
consumers, we see

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consumers are looking for
inspiration in their shopping

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journey. So

fe513b8b-522d-433f-aaaa-31f27f5591e9-0
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what we do is we use data and
insights about how consumers

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interact on Zalando.

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To be able to expand, you build
on that and say, OK, who are the

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users brands can reach?

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And that can mean through the
various social media channels

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and one, brands can tell their
stories themselves, but also we

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enable who which influences
brands can actually engage with

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so that they can actually make
their stories more authentic and

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so they can authenticate their
brands as well. And one build

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their brand awareness in those
social media channels, but not

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in there, but actually drive the
customers back into Zalando to

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re-engage them and to drive

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purchase as well. And again,
that's a loop of you learn

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insights, you do it. And when
brands do this well,

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we've actually seen brands who
achieved what we call as

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cultural relevance,

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where when they do achieve
cultural relevance, where the

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right kind of users purchase,

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they've achieved price
leadership. What this means is

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they break through the glass
ceiling where they are no longer

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compared with their peers on
price.

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You're one of the most advanced
fashion players in the industry.

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You're also a pure player. You
are sitting on a lot of data, a

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lot of insights. How do you
curate those data to make them

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actionable for the brands?

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It's a good question because our
brands are asking the same

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question on, hey, how am I
performing on the platform?

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And I'm investing into
marketing, how does it

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contribute to my growth of the
brand? And you know, we're

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analyzing all this data and we
built a product called the

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customer journey compass.

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The customer journey compass
does three things. One, it

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provides data on how many
customers are engaging or aware

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of the brand or engaging with
the brand and who have actually

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purchased

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along with the audience
penetration of other brands

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overall in the platform as well
as in the categories.

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Now two, it also helps compare
against their peers. How, how

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does that, the penetration and
their scores, compare with their

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peers and what  doing.

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And third,

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in addition to doing that, it
gives specific audience

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segments, which says, OK, now if
you want to increase engagement

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or you want to increase purchase
or you want to increase

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awareness,

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Based on the goal, the audience
that will most likely engage and

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it will drive the highest value
for the brand. And we give that

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to the brand as well. So these
are three things that you know,

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the customer journey compass
provides and we've seen brands

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really engaging with this and it
changes our approach from, or 

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our whole marketing. It puts the
customer the front and center of

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marketing and we call it
customer centric marketing,

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Super exciting. Dinesh, you've
been in the AdTech industry for

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very many years. Can you tell
us, what do you think AI has

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changed and what are you using
at the moment at Zalando in

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terms of AI?

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Now, we really believe AI is
going to change the marketing

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landscape. It's already doing
and we know it is already making

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the creative production a lot
more efficient. And we've seen a

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lot of examples here today at
Cannes.

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And where we see in the whole
marketing journey, because

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brands have a lot of engaging
content.

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We are visualizing an experience
where brands bring their

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content,

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And our platform is able to
create unique ad experiences at

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scale

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Based on the users or how they
would engage. So earlier it used

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to take a long time for these
brands to create one creative.

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Now at scale, you're saying, OK,
we can create 10 different

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creatives. Because we know
audiences engage with different

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kinds of creatives, they can
actually create it.

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And then, we will build it on
top of our personalization

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stack, where we already match
the right content to the right

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users thereby driving a lot more
engagement. So we see marketing

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our investments into marketing
driving a lot more efficiency.

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Thanks so much Dinesh for
joining us today.

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Thank you. Pleasure.

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