About Zalora Group
Zalora Group is Southeast Asia's largest fashion and lifestyle e‑commerce platform, serving millions of monthly shoppers across six markets. With a catalog of more than 3,000 brands spanning fashion, beauty, sport and lifestyle, Zalora is the region's reference point for online fashion — and an organization that takes its marketing performance seriously.
The challenge
Zalora's in‑house growth team was running best‑in‑class email, SMS and paid social — but retargeting was underserved. Two gaps stood out:
- Display retargeting was handled by a fragmented mix of regional vendors, each with different attribution methodology. ROI claims were impossible to compare market‑to‑market.
- Web push notifications — a channel Zalora's competitors were quietly exploiting — had never been activated at scale across the six markets.
Leadership wanted both gaps closed. But with a lean performance team, a regional P&L under scrutiny, and no appetite for another platform license, the team needed a partner that could bring the capability — not another tool.
The Netscope approach
We proposed a single engagement covering both display and web push, delivered on a pure CPA model — Zalora would only pay for sales Netscope drove, measured against a holdout. No platform fees, no minimums, no multi‑year license. The integration was a single tag and a product feed per market.
Phase 1 — Display reset (weeks 1–4)
- Netscope's creative team produced 240 display variants across 6 markets, 14 banner sizes and 4 lifecycle audiences (cart abandon, browse abandon, lapsed 30d, lapsed 60d).
- Media buying consolidated across 40+ exchanges with direct PMP access to regional premium publishers.
- Customer suppression synchronized daily against Zalora's order system so we never retargeted a recent buyer.
Phase 2 — Web push launch (weeks 3–8)
- Netscope designed and A/B‑tested the web push opt‑in experience per market, factoring in local language, consent norms and compliance (PDPA, GDPR for EU traffic).
- Subscriber acquisition grew to 340k net new subscribers in 90 days across the six markets.
- We launched four triggered journeys: cart abandonment, price drop, back‑in‑stock and win‑back, each with send‑time optimization per subscriber.
Phase 3 — Optimization & scale (weeks 8+)
- Weekly optimization cycles across bids, creative and audiences — with a named Netscope Account Lead embedded alongside the Zalora performance team.
- Incrementality tests run continuously with a 10% holdout — every claimed sale verified against a counterfactual group.
- Monthly business reviews with Zalora's regional marketing leads and CFO — one invoice per month, line‑itemized by country.
The results
Ninety days after launch, the engagement had:
- +31% uplift in recovered cart revenue across the six markets, measured against the holdout
- 4.2× ROAS equivalent on display retargeting (calculated by dividing incremental revenue by CPA payments)
- 340,000 new push subscribers — a channel that started from zero and now reaches 14% of Zalora's monthly active web audience
- 12.8% of weekly abandoned‑cart revenue now attributable to Netscope‑driven touchpoints
- Two regional DSP contracts retired — the budget redirected into Netscope's CPA pool
"Netscope became an extension of our performance team. The CPA model meant we could test aggressively without budget risk, and the push channel alone drove a 7‑figure lift in our first quarter. It's the cleanest retargeting relationship we've ever had."
— Marketing Director, Zalora Group
What's next
Zalora and Netscope are now extending the engagement to cover native ads, dynamic bundle creatives (outfit‑completion) and a first‑party CDP integration to reduce reliance on third‑party identifiers. The two teams ship two new journeys a month and track every one against a holdout.