Retail in Asia

In Trends

Dorothy Perkins, ZALORA integrate e-commerce with brick-and-mortar stores

Wing Tai Retail, which manages Dorothy Perkins in Singapore, and online retailer Zalara have partnered to integrate e-commerce with brick-and-mortar stores.

The partnership will involve a fully customised Dorothy Perkins Shop-in-Shop on ZALORA, housing the latest trends and styles from the brand including lines exclusive to ZALORA. This means that customers will be offered a wider selection of Dorothy Perkins designs and the added option of shopping for Dorothy Perkins offline as well as online through the ZALORA website, mobile site or mobile app.

Customers will also enjoy the perks that the online retailer offers, from full customer service support, free delivery above $40, free 30-day returns through SingPost POPStation, and various payment methods including cash-on-delivery.

“We are extremely excited to embark on this partnership with Dorothy Perkins—on to offer a wider variety of brands to our customers in Singapore. What is especially interesting to note is how ZALORA is offering customers a seamless, integrated shopping experience where offline shopping is married with the convenience and interactive experience of online shopping,” said Harry Markl, Regional Managing Director of ZALORA.

The integrated shopping initiatives to be rolled out over time also include exclusive Dorothy Perkins designs only available on ZALORA; Dorothy Perkins stores equipped with tablets allowing customers to instantly see the full collection, view how different pieces can be styled together, and have items conveniently delivered to their doorsteps; and trained style advisors in-store to assist customers on how to use the online shop.

Customers will be able to find products in their size on the online store when sizing is unavailable in-store.

"As retailers, it is important that we recognize and embrace the evolving shopping behaviour of our customers and continuously review and improve the touch points in their shopping journey, keeping them engaged and delighted!,” said Helen Khoo, Executive Director of Wing Tai Retail Pte. Ltd.