Trender helps shape data-driven retail strategies
The value of Trender stems from ZALORA’s massive repository of trade data, including transaction data across six different markets. Combined with Tableau's visual analytics, this data reveals essential trends in customer behavior, like which age groups and regions are shopping most and which product categories are most popular. Brands can use this information to shape their retail strategies for online and in-store.
Specifically, marketers can obtain an in-depth understanding of consumer segments and purchasing behavior to streamline their efforts on targeting the right audience, while designers can gain insights into trending colors, materials, and styles to work into the next season's collection. They can also drill down into sales across different markets as they evaluate where to open stores next based on the density of potential shoppers.
Trender was created in just six months, with ZALORA’s in-house fashion experts, marketers, and data analysts leveraging Tableau's embedded analytics platform. ZALORA has since leveraged Tableau’s APIs and developer tools to extend and enrich Trender’s capabilities and turn it into a dedicated analytics portal.
Brands can log in to access near real-time data on web traffic and sales. They can also compare their performance with that of other brands that sell through ZALORA. The anonymized data helps brands see where they are leading or falling behind. It also helps them understand if increases or decreases in sales are specific to their brand or part of a general trend.
Other enhancements to Trender include an extension that allows for images to be added to dashboards. This is a popular feature that allows brands to quickly correlate the data they’re looking at with the right product.