Zalando| Automated Campaigns to Boost Sales and Cut Costs

Overview 🔎

Zalando is the leading fashion e-commerce company in Europe. Zalando Lounge is a dedicated section of Zalando that offers off-price items for sale through limited-time campaigns.

As a Product Manager, my job was to scale Zalando Lounge's operations and increase sales.

Problem & Solution 🤝

Problem: Many of Zalando Lounge's operations relied on manual processes, which meant updating and managing highly intricate Google Sheets. Due to this, the time it took to go from planning a campaign to actually launching it was about one month. This slow process affected our speed to market and had a negative impact on our sales.

Solution: We created a dedicated software that automated and managed the business operations more efficiently. Additionally, we developed an algorithm that improved market and personal relevance for our clients.

Goals 🎯

Automate the end-to-end campaign creation process, taking the time from planning to launch from one month to 24 hours

Boost sales by 20% YoY

Process 🛣

Strategy: I devised a strategy that automates most of the business processes related to campaign creation. This includes generating names and copy for campaigns, as well as selecting and sorting articles based on specific criteria.

Leadership: This project was ambitious and involved multiple teams with complex interdependencies. As the main interface and point of contact for these teams, I was responsible for managing these dependencies.

From 0 to MVP: I went through all the stages of customer discovery, using both quantitative and qualitative data (e.g. user interviews and usability testing). I defined the scope and requirements and developed the product to create a minimum viable product (MVP).

Go-to-market and users' adoption: As soon as we had a testable MVP, we released our new solution. This allowed us to test it early on and make necessary changes as well as receive user feedback on the effectiveness of our algorithm.

Results 🥇

✅ Successfully automated the end-to-end campaign creation process, taking the time from planning to launch from one month to 24 hours

✅ Boost sales by 24% YoY => 4% more compared to target