Pomelo Fashion is Southeast Asia’s leading omnichannel fashion platform. A disruptor of the fast fashion space, Pomelo is an omnichannel fashion with a global mindset of “on-trend, online, on-the-go.” We started partnering with Pomelo in March 2020 to help grow their e-commerce marketplace sales and worked directly with their in-house marketing team. Our scope was focused on scaling their sales on e-commerce or marketplace platforms—Shopee, Lazada, and Zalora—across Southeast Asia (Thailand, Malaysia, Indonesia, Singapore, and Philippines).
How Pomelo Scaled and Expanded Quickly in Southeast Asia
Lazada | Shopee | Zalora | Southeast Asia
As a leading omnichannel fashion platform, Pomelo provides a streamlined customer experience whether the client is shopping online on their website, mobile-app, physical stores, or on e-commerce platforms. Each channel provided a different purpose to Pomelo’s marketing strategy, and Marketyze came into help with digital marketing efforts for external e-commerce platforms (Lazada, Shopee, and Zalora), while Pomelo’s in-house team maintained management for their internal platforms (website and mobile app) and offline stores.
We utilized the e-commerce platform marketplaces to access new audiences and customers: expanding reach locally and growing Pomelo’s customer base internationally. The marketplaces serve as a channel that runs in parallel with the in-house online channels and offline retail stores.
Expanding Reach Locally: Pomelo currently has 27 stores across Southeast Asia. 22 in Thailand, 2 in Singapore, 2 in Indonesia, and 1 in Malaysia. The retail stores provide a strong presence for Pomelo within urban centers, while the marketplaces allowed Pomelo to reach customers outside of city centers.
Growing Customer Base Internationally: selling through Shopee, Lazada, and Zalora, has helped Pomelo grow internationally throughout Southeast Asia. The platforms provide high conversion rates and increase Pomelo’s brand awareness and reach in Southeast Asian markets.
Campaign season: Midyear sale, Singles Day (11.11), 12.12 and more
Throughout 2020, we worked closely with Pomelo during campaign season and off-campaign season. Major campaigns included: Midyear sale, Singles Day (11.11), and 12.12.
Campaign Season: Marketyze was actively managing and strategizing the e-commerce platform digital marketing efforts throughout the entire campaign lifecycles, helping with campaign preparations (forecasting and budget planning), campaign teasing period, campaign day monitoring, and post campaign analysis.
During campaign day, we focused our efforts on platform ads (Shopee Ads & Lazada Ads) to drive sales.
One of the major challenges faced when running campaigns on multiple platforms (Shopee, Lazada, and Zalora) and in multiple countries is the difficulty in optimizing and managing performance across all channels. Performance data for each country-platform (e.g. Lazada Indonesia) had to be compared with those of other platforms within the same country, and we then had to consider the overall performance of the specific country. Using our in-house tools, we diligently optimized the budget mix across each country-platform.
As part of services, we provided comprehensive post campaign analysis in one consolidated view, combining data for each specific country-platform and overall performance for each country. During the off-campaign period, we also maintained a dashboard for Pomelo to monitor their digital marketing performance.
Working with Pomelo going forward
We have loved working with the Pomelo team and look forward to building a long-lasting relationship. We are always excited to hear about which market we will tackle together next. If you are a brand looking for an agile agency to manage your digital marketing across different platforms and countries, please reach out to us! We would be thrilled to partner with you and advise on new market launches, budget management, and digital marketing strategies.
”As Southeast Asia's leading omnichannel platform, it is in our core value to provide the best shopping experience to our shoppers by synergizing our performance marketing efforts. Having worked with Marketyze has helped us to optimize and manage performance while enabled us to reach a wider audience across all channels in the region.Jean ThomasCMO at Pomelo Fashion
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