Internet Retail

Outlet Observation
Syndicate 2 :
Teguh Pribadi Manulang 29118044
Aep Saefuddin 29118078
Shandy Asri Ahmad 29118121
Rini Radityawati 29118123
 Brand Profile
ZOYA “Queen of Scarf”

www.zoya.co. id

Zoya online shop sells a wide variety of Muslim women's clothing and the latest
hijab, quality with a large selection of prices
Year Founded : 2005
Estimated Employees : +/- 1,000
Headquarters : Bandung, Jawa Barat, Indonesia
Zoya is a brand that is the result of the transformation of the House of Hoods and Lamara Clothes
which contains brands such as Zoya, Personal Scarf, Sajeeda and Mahsya. If previously the
concept of house of brands (a house with several fashion brands), now Zoya concept house
brand.
Zoya's growing business consists of three main pillars, namely retail (through its own store),
agency and distribution to the network shop business model

Zoya is one of the Indonesian Muslim brands that is the pioneer of Muslim hijab and clothing in Indonesia. Founded in 2005, Zoya has more than 160 stores spread throughout
Indonesia. From year to year Zoya continues to provide new creations and innovations in the design of the hijab and Muslim clothing from the best Indonesian designers. Starting
from the exclusive design to innovation of materials that continue to prioritize the convenience of its users. After becoming the founder of halal hijab, Zoya also presents HEIQ, a
Swiss technology that can regulate temperature and absorb heat
• Vision : Become the main reference for Muslim women in the hijab dress fashionable
• Mission :
• Creating innovations in the latest Muslim fashion styles.
• Providing inspiration to Muslim women to always be stylish hijab.
• Providing solutions for the beauty of Muslim women.

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Product
• Hijab: Kerudung, Pashmina,
Ciput, Bandana
• Dresses : Dress, Clothes
• Scarfs
• Accessories : Cosmetics,
Mukena, Shoes
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Tangible Aspects
Payment Method Shipping Modes
• Delivery of your ordered item is FREE if the
• Bank Transfer minimum purchase / net purchase (after
• Credit Card discount) is Rp. 250,000
• Klikpay • The Free Shipping service facility is only
• DOKU Myshortcart from Alfa valid for those of you who shop through
CART
Group • Free Postage service is not valid for Cash on
Delivery (COD) payments
• Estimated delivery time for this Free Ongkir
service is 3-14 working days (for NTT, NTB,
Maluku and Papua / eastern Indonesia,
shipping time can be different), for further
information please contact our customer
service
• If you need express shipping services, you
can choose a shipping method other than
Free Shipping (shipping costs are borne by
the customer)
Web Display
• Accessibility by zoya.co.id
• Aesthecally Pleasing : visual
appeal by following the principles
of excellent lines
• Availability :
the availability of a menu bar and
also a search column making it
easier for visitors to open this
website.
• Clarity : very easy for users to
understand
• Control : have interactions in it
like there is an online shop menu.
In the online shop section users
can buy goods and there is also a
zoya customer service
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Customer Service
Monday – Friday : 09.00 - 17.00
WIB
• HP. 0859 5645 5333
• Live Chat, Click the chat button
in the lower right hand corner of
the website
• Email : cs@zoya.co.id
• Social Media & Chatt App :
• Facebook : Galeri Zoya Lovers
• Instagram : Zoyalovers
• WhatsApp : 0859 5645 5333
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User Experience
• Usability : Optimize page
speed in every single click
• Value : this website need
to consider to gave an
attractive content for
product and services to
make user spent time in
this website
• Desirable : need to attract
and strike emotional chord
with user
• Findable : easy to
navigatable
• Credible : this brand
already build trust and
belief of the user
Tangible Aspects
Promotion
Price
• Collaboration with public
figure • Hijab: Rp.59k – Rp. 200k
(affordable)
• Free Shipping with
purchase > Rp. 200k • Dresses : Rp. 199k – Rp.
849k (Middle – High End
• Discount for every single
product type of dresses)
• Accessories : Rp.69k –
• Using voucher for every
occasion example : Rp.249k (affordable)
Independence day
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• Select the desired product
category
• After the image appears as
below, then select the one you
want to see the details.
• Choose the size and color
according to your wishes. Then
click the BUY button
• Go to Cart that has been filled
by your order
How to Complaint
1. If received the wrong product
item in the order ?
2. if Receive damaged products,
defects in production ?
3. If The order hasn't arrived yet ?
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How to Order in zoya.co.id
• User Information :
• Email • Estimated delivery time
• Address for shipping • Paying Method : • If using transfer bank: between 2-10 working
• Voucher code days.
• Transfer Bank • Fill the form for
• Credit Card Paying Confirmation • Track the status of your
• DOKU in order with your order
https://www.zoya.co.i receipt number, or
d/pages/konfirmasi- contact Online
pembayaran Customer Service.
1. Call customer service,
and will exchange it according to the order • Returns the damage product or
wrong product to Warehouse
2. Previously it has passed the Quality Control
(QC) process well. But if in case the product Zoya House
• Shipping costs to the Zoya
receive is damaged or the defect caused is not
due to consumer negligence. office are charged to
3. Call customer service, customers however, Zoya
track the status of your order with your order exempt you from returning
receipt number, shipping costs (replacement
items) from Zoya Store to your
home address
SYNDICATE 2
 Evaluation of Factor Affecting Outlet
Selection
Website Name : zoya.co.id
Category : Fashion
Date of Observation : 27/08/2019
# Dimension Component Score Remarks
1 Usefullness Good Product Offer and Information 90 Mostly Observed
2 Usefullness Value of Product 90 Mostly Observed
3 Usefullness Align With Interest 90 Mostly Observed
4 Enjoyment Fun 75 More likely to observed
5 Enjoyment Attractiveness 90 Mostly Observed
6 Enjoyment Pleasant to browse 90 Mostly Observed
7 Ease of Use Easy to use and navigate 80 Mostly Observed
8 Ease of Use Flexible Site 90 Mostly Observed
9 Trustwothyness Reputation 95 Mostly Observed
10 Trustwothyness Information Safety and Security 90 Mostly Observed
11 Style Helpful 80 Mostly Observed
12 Style Friendliness 80 Mostly Observed
13 Style Knowledge 70 More likely to observed
14 Style Calm 90 Mostly Observe d
15 Familiarity Advertising Online and Offline 90 Mostly Observed
16 Familiarity General Familiarity 95 Mostly Observed
17 Settlement Delivery time 80 Mostly Observed
18 Settlement Transaction 50 Less likely to Observed
19 Pricing policy Price details information 100 Mostly Observed
20 Pricing policy Price benefit 75 More likely to observed
21 Availability of Product Stock information 25 Mostly Observed
22 Availability of Product Online only product 50 Less likely to Observed

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

 Evaluation of Factor Affecting Outlet
Selection
Website Name : zoya.co.id
Category : Fashion
Date of Observation : 27/08/2019 FACTOR AFFECTING OUTLET SELECTION
Weight
# Dimension Weight Score
Score
1 Usefullness 100 0,14 90,00 Usefullness
37,50 100,00 90,00 85,00
2 Enjoyment 80 0,11 85,00 90,00
Availability of Product 80,00 Enjoyment
3 Ease of Use 80 0,11 85,00 70,00
60,00
3 Trustwothyness 100 0,14 92,50 50,00
40,00
4 Style 90 0,13 80,00 87,50 30,00 85,00
Pricing policy 20,00 Ease of Use
5 Familiarity 70 0,10 92,50 10,00
0,00
6 Settlement 80 0,11 65,00
7 Pricing policy 60 0,08 87,50 65,00 92,50
8 Availability of Product 60 0,08 37,50 Settlement Trustwothyness

TOTAL SCORE 720 1 715,00

80,00
AVERAGE SCORE 79,44 Familiarity
92,50
Style

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 Evaluation of Factor Affecting Outlet
Selection

Highlight
1. Overall Average Score is 79,44 out of 100. This
website is categorized as good online retail.
2. Trustworthy and Familiarity is highest factor
that affect the outlet selection
3. Availability of product (stock) information is a
factor that can be improved
4. Another factor that can be improved is
transaction method.

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

 Outlet Management Strategy

“ § One of Zoya’s Strategy to increase awareness and attract customer to visit the
website is collaboration with artist figure (singer, influencer, selebgram, etc). This
figures not only influence customer or promoting the product, but they are also
create and make some design based on their ideas and preferences.

§ Each influencers has their own style, making it easier for customers to choose a
“
style that suits their personality

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

 Website Traffic Analysis

Peak Season : May 2019, 710K visitor. JULY 2019

Event : Eid Mubarak on June 2019

§ The average monthly website visitor ranges between 70K - 200K.

§ The highest number of visitors was in May 2019 (710K visitors) due to a sales program related to Eid Mubarak.
§ For websites that provide transaction services, the average time of 4 to 5 minutes spent by website visitors is too
short. It may be that visitors only look at the design of a veil or clothes, but they buy it at another market place.
§ The Bounce Rate is quite high at 42.09%, it needs improvement or enhancement in the home page of the website
so that customers are interested in exploring deeper into the website.
MM6032 - CONSUMER BEHAVIOR SYNDICATE 2
 Website Traffic Analysis

§ Only 30% of visitors know the exact name of the zoya website
Traffic Source (zoya.co.id)
§ Website is very dependent on search results (google search)
63,08%
§ From 63.08% search, 89% knew the Zoya Brand and immediately
typed “Zoya” or “Hijab Zoya” in Google Search.
§ There are no paid keywords, so if customers type other key words
30,12% such as "hijab, veil, etc.", the Zoya website (zoya.co.id) appears on
Page 2 Google, it needs optimization and improvement in terms of
SEO to appear on page 1 Google .
6,56%
0,24% 0,00%
Direct Referrals Search Social Mail

§ Ads placement on social media is good

enough (Facebook, Instagram, Youtube) but
it should be even higher (existing at 6.56%)
§ Fathin becomes an influencer that has a
86.46%
positive effect on customers
§ Also need improvement in placing ads at
referring sites

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MM6032 - CONSUMER BEHAVIOR SYNDICATE 2
 PLANNED & UNPLANNED
PURCHASE

Specifically Planned Generally Planned Substitutes Purchase

Purchase Purchase
• Customer already • Customer originally
decided to buy certain wants to buy a dress,
products ( ex ; • Customer confirmed but substituted it with
promoted product such to buy a dress or hijab outerwear because of
as hijab) or outerwear its availability

Planned Purchase

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

 PLANNED & UNPLANNED
PURCHASE

Another category remind a

Shoppers checked customer of existing needs
a new arrival items

Pure Reminder
Impulse Impulse
Purchase Purchase

Planned Suggestion
Impulse Impulse
Unplanned Purchase Purchase Purcase
Customer buying
Shoppers seeing a
additional hijab to
discounted product that
originally being wanted complement the looks

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

 PLAN TO IMPROVE
ZOYA.CO.ID
Dimension Aspect Current Plan

When customer doing payment with bank transfer,
they need to do confirmation payment to gdocs
Payment
There’s no international shipping and payment
Improvement on more convenience payment system :
• For transfer bank using virtual account can directly confirm by system
• Unique code for every customer transaction
For International transaction, cooperation with other payment such as
Paypal.

Information There is no information of updated stock for every
product
Product list are less updated than the offline store
• Additional product stock information
• If the product sold out, the website directly connects with the
marketplace or reseller who can provide the product
• More products added – connecting to offline stores

Promotion Collaboration with public figure International brand ambassador for expansion

Limited discount Sell limited product and discount that only on online store

Delivery Only shipping by local courier service Upgrade Delivery such as Gosend, Grab, by using the closest offline store

Accessibility Asking to customer service about tracking process There is a tracking menu to find out the delivery process
delivery
Only by website zoya.co.id Making “Zoya application” for easy transactions

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2

MM6032 - CONSUMER BEHAVIOR SYNDICATE 2