Developing the concept of growth hacking for E-commerce : a case study of Zalando
Nguyen, Ngoc (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903132839
https://urn.fi/URN:NBN:fi:amk-201903132839
Tiivistelmä
This purpose of this thesis is to find out the properties of the internet that help e-commerce companies significantly accelerate their growth, along with the analysis of the Growth Hacking Strategy. This thesis is set out to gain an in-depth knowledge about how such strategy exploits online business activities, in order to gain market share as fast as possible and generate positive feedbacks.
The literature review presents an overview of two concepts – Online Business and Growth Hacking. The term Growth Hacking is an enormously overwrought buzzword, it has been used within many disciplines such as UI (user interface), sales, marketing and product development due to its rapid experimentation and repeated testing. In this thesis, the author chooses the “Growth Hacking” definition and framework in Marketing perspectives. The author does not only introduce the mainstreams concepts and framework that define what Growth hacking includes but also deepens into every tactic inside Growth Hacking funnel in order to point out how important each tactic is and how to apply these tactics in practice. Based on the literature review, the author develops a theoretical framework which would be applied in the case study of Zalando.
The qualitative approach is done through a case study of Zalando, an online fashion retailer. Through initially specialized in footwear, the firm quickly broadened its product portfolio, expanded into new markets and acquired millions of clients, becoming the Europe’s market leader. The German-based company has applied many tactics of Growth Hacking into its strategy so as to get big fast and grow sustainably. Collecting primary data for the analysis is conducted by interviews with three Managers from different departments at Zalando, also, it is based on many public articles and press releases.
The result of this thesis is to identify how growth hacking works, which tactics of growth hacking that Zalando has applied into its features and what Zalando can do in order to improve its customer loyalty strategy (activate and retain customers).
The literature review presents an overview of two concepts – Online Business and Growth Hacking. The term Growth Hacking is an enormously overwrought buzzword, it has been used within many disciplines such as UI (user interface), sales, marketing and product development due to its rapid experimentation and repeated testing. In this thesis, the author chooses the “Growth Hacking” definition and framework in Marketing perspectives. The author does not only introduce the mainstreams concepts and framework that define what Growth hacking includes but also deepens into every tactic inside Growth Hacking funnel in order to point out how important each tactic is and how to apply these tactics in practice. Based on the literature review, the author develops a theoretical framework which would be applied in the case study of Zalando.
The qualitative approach is done through a case study of Zalando, an online fashion retailer. Through initially specialized in footwear, the firm quickly broadened its product portfolio, expanded into new markets and acquired millions of clients, becoming the Europe’s market leader. The German-based company has applied many tactics of Growth Hacking into its strategy so as to get big fast and grow sustainably. Collecting primary data for the analysis is conducted by interviews with three Managers from different departments at Zalando, also, it is based on many public articles and press releases.
The result of this thesis is to identify how growth hacking works, which tactics of growth hacking that Zalando has applied into its features and what Zalando can do in order to improve its customer loyalty strategy (activate and retain customers).