In 2015 the majority of Zalando's customers, 57%, visited the German e-tailer from their mobile devices, a number that keeps on growing. Mobile is changing the e-commerce landscape and Zalando has said it wants to drive this change by thinking and developing in line with the approach of Mobile First.
Zalando has launched several mobile shopping apps to inspire users with fashion items and offer them effortless shopping. The German fashion retailer's apps for iOS, Android and Windows Phone have been downloaded more than 19 million times.
Now Zalando has launched yet another mobile app inspired by the location-based dating app Tinder dubbed Fashionflow.
– We don´t believe that everything fits in a single app. That´s why you can have different applications for different purposes. Fashionflow contains some gamification and doesn´t have a standard catalogue which can sometimes be a bit overwhelming on a small screen, said Christoph Lütke Schelhowe, VP Customer Experience at Zalando.
Tested Exclusively in Sweden
When using Fashionflow you start by choosing a product category, such as footwear. Then, a number of shoes are shown and you swipe left or right to find products that reflect your taste and match your style. The main idea is to make it quick and easy to access Zalandos range.
The app is currently being tested exclusively in Sweden because the country is concidered to be one of the most mobile friendly countries among Zalando's 15 markets. The company has also noticed that the Swedes are more positive to shop inside apps than many other nationalities.
– We are an international company and see differences between countries. The Nordic countries has a high mobile penetration. We don´t want to test everything in Germany and are keen to try new business models in other countries, and Sweden is quite open to this kinds of experiments, said Christoph Lütke Schelhowe.
Mobil is Top Priority
It is unclear how long the trial will last but if Fashionflow is well received, it will continue to exist side by side with Zalando's regular app, Zalando Fashion Store, and in the future it might launch in additional markets.
– Currently, more than 60% of the traffic to Zalando comes from mobile devices and there is obviously a difference between buying from a small or a large screen. We are relaunching our shopping experience to adapt to this dramatic shift. For us it is a top priority to be able to offer our customers a good shopping experience on mobile phones.
And in the future Christoph Lütke Schelhowe believes that most of the interaction will be through mobile.
– But actually we dont care. It is entirely up to the customer to choose how he or she wants to visit us. We want to offer a seamless experience and we can see that our best customers often shop from several devices, said Christoph Lütke Schelhowe.