Findings and Discussions

Part 1: Analysis on Respondents Demographics

Data collected from the Google Forms depict that there are a total of 109 respondents with 78
females and 31 males participated in this New ZALORA Ambassadors survey. This is such a thrilled as
the survey shows that female are more responsive to Ambassador Program as compared to that of male.
Furthermore, out of 109 respondents, 95 of them are mainly students, 12 of them are employees and one
each for an employer and housewife category. However, there are only Chinese and Indians who
participated in this survey and Chinese has occupied most of it with an outstanding number of 105
Chinese against 4 Indians. This is definitely one of the limitations for this report as we only have accessed
to Chinese respondents perspective on The New ZALORA Ambassador Program. On the bright side,
we have a total of 99 respondents who fall into the age group of 18 to 25 and 70 of them are female
respondents. Therefore, this shows that we should focus our ZALORA Ambassador Program on this age
group in order to attract more people to sign up themselves for the program as well as encourage them to
be part of the family. From Table 2, we can also observe that elderly people in age group of 46 to 55 and
55 and above shows no interest to such the New ZALORA Ambassador Program.

Part 2: Analysis on Respondents Online Behaviour

From Diagram 1, it is shown that iOS has the highest users among the respondents, scoring a total
of 65 out of 109. This tells us that 59.6 percent of the respondents are using Apple mobile. In such cases,
it would be highly recommended to advertisement more in App Store in order to stay connect with those
potential ambassadors out there. Furthermore, a total of 53 respondents are using mobile operating with
Android system. Since the trend has displayed the fact that most of the respondents are using iOS and
Android mobile, then it would be good to come out with a ZALORA Ambassador App in both App Store
and Google Play so that to keep in touch with those who have signed up for ambassador promote or have
successfully become the ZALORA Ambassador. We believe that more interaction with the potential
brand ambassadors would allow them to stay constantly active and it would be easy when it comes to
telling others to join ZALORA Ambassador Program as we may have our own ZALORA Ambassador
App that helps to stay connect and give support to them. Furthermore, by knowing what type of mobile
OS that are in trend helps us to target and approach our target audience easier. Using the right tool and
instrument to communicate is very crucial. Besides, we may need to think of ways to reach out to those
who use Windows mobile. However, as long as the ambassadors are from Penang Island, Malaysia, we
can conclude that no one are using Blackberry OS mobile.
 In addition, we also observe that people from age group 18 to 25 are way more technology savvy
as compared to the others. Those who are in age group 18 to 25 are our main target audience in order to
encourage them to participate in The New ZALORA Ambassador Program. We can also see from
Diagram 1, majority of them prefer iOS mobile.
From Diagram 2, we can observe from 109 respondents that they actually find themselves active
in Facebook, WhatsApp, YouTube and Instagram. Secondly, the diagram above also presented that as
long as it is a social media, there will be users for it. In conclusion, we would concentrate our ambassador
advertisement in Facebook, WhatsApp, YouTube and Instagram after this findings.
From Table 3, the findings shows that only 53.2 percent of the respondents because out of 109
respondents, only 58 of them keep themselves updated with the latest fashion trends. The findings also
tell us that female are way more aware of the trend as compared to male respondents. There are a total
of 78 female respondents and 51 (65.8 percent) of them are acknowledge of the latest trend. Furthermore,
data collected shows that female respondents are who in the age group of 18 to 25 often keep themselves
updated. A total of 46 female respondents (90.2 percent) were recorded in this age group. From the Table
3, we can conclude that we must concentrate in recruiting female around 18 to 25. They are those
potential ones who would keep themselves constantly active in ZALORA Ambassador Program.
Diagram 3 portrayed that a bar chart showing how frequent do the respondents visit online fashion
store. It is obviously seen that majority male respondents rarely visit online fashion store or even none.
As for female respondents, out of 109 respondents, 78 of them are female and the bar charts shows that
a total of 26 female respondents are the majority that actually visit online fashion store weekly. Data
shown recorded that only 2 female respondents who visit online fashion store in hourly basis and 5 female
respondents who visit online fashion store in daily basis. Displayed data also shows that there are 23
female respondents that visit online fashion store fortnightly. Surprisingly, there are quite a number of
female respondents that actually fall in rarely/none category. From the data collected, it is important to
cultivate the future potential candidate, those who are signing up for ZALORA Ambassador Program, to
visit ZALORA online store in order to keep themselves updated of what is the newest trend and items
on-sale.
Part 3: Being a Brand Ambassador [Respondents Point of View (POV)]
In Table 4, the table depicts the cross-tabulation of respondents genders, age and their interest in
being a brand ambassador. The result tells us that a majority of 69 out of 109 respondents actually do not
have the interest in becoming a brand ambassador. Even from the respondents in age group 18 to 25,
majority 63 responded not interest to become a brand ambassador. Surprisingly, out of 70 female
respondents from age group 18 to 25, 43 of them actually feedback that they are not interest in taking
part in such program. In general, all the respondents from all different age group are not keen to
participate in becoming a brand ambassador. The result shown is absolutely shocking. In this case, we
have actually decided to learn more from our respondents to see what would attract them to involve
themselves in brand ambassador program.
Therefore, in Table 5, respondents are given four choices namely commission/pay, brand, free
sample products and representing company and respondents have chosen their most important criteria in
order to make them interested in being a fashion ambassador respectively. The collected information
shows that respondents would react more to brand ambassador program if commission or pay is given to
them. Both male and female respondents agree that fashion company that are willing to pay them
commission would best help to create the interest for them to become a fashion ambassador. There are
contrasting data shown between male and female respondents where male respondents do not think that
getting free sample products is important but for female respondents, the number of female respondents
wanting to get free sample products have outplayed the number of male respondents. Among all the
factors, female respondents do not think that the company that they are representing are important. In
conclusion, in order to have a successful recruitment of new candidates for the ZALORA Ambassador
Program, one of the strategy is to increase the incentives of the commission and pay out for the brand
ambassador so that to encourage more people to sign up.
After that, we have another series of choices for our dear respondents to choose to see the benefits
they would expect from ZALORA as a ZALORA Ambassador. There are total of six options for them to
choose namely cash rebates, cash vouchers, free samples, cash rebates and cash vouchers, cash rebates
and free samples and cash vouchers and free samples. From the collected data, it shows that majority of
the respondents (33 female respondents and 6 male respondents) chose cash vouchers and free samples
as the expected benefits to get as a brand ambassador. Otherwise, the next alternate could be cash rebates
and free samples where 20 female respondents and 10 male respondents have chosen this option. What
are the differences between cash rebates and cash vouchers? Cash rebates are the commission that
candidate earns would be rebate as in cash to them. As for vouchers, the credit earned would be converted
into vouchers for them to purchase items in ZALORA online store. In conclusion, we have decided to
give out two available option for the candidate either to choose cash vouchers with free sample or cash
rebates with free sample to further enhance the strategy to attract and encourage for more people to sign
up and for those who we are targeting.
Table 7 shows how often would the respondents buy from ZALORA online store if they were
ZALORA Ambassador. Among 5 choices (daily, weekly, monthly, yearly, seasonal) that has been given
to respondents, the data obtained shows that both male and female respondents have the result. They
prefer buying from ZALORA monthly (38 respondents) or seasonally (39 respondents) if they were the
ZALORA Ambassadors. As a result, we have decided to do promotion on all the items sold online on a
random day of each month and also during seasonal period in order to encourage our potential candidates
to be constantly active in the program. This is also a method to encourage more people to sign up for the
program.
Table 8 is a table that shows the time slots timetable for both respondents to choose if they were
ZALORA Ambassador. Data collected has depicted that majority of female respondents would prefer to
work daily from 12pm to 4pm where male respondents prefer the time slot of 8am to 12pm. In general,
the most popular chosen time slot (26 respondents) is from 12pm to 4pm in daily basis. However, there
are 23 respondents who do not want to involve themselves to promote and work as an ambassador. Hence,
this data collected are not recommended to apply on futures potential candidate as there are 23
respondents who are not willing to give out their opinions. Anyhow, we will be customizing the time slot
for those who are going to join The New ZALORA Ambassador program in accordance to their
convenience.
Furthermore, in order to encourage more people to join ZALORA Ambassador Program, we hope
to know what would be the best way to inform the respondents about all upcoming promotional work.
There are four available options: via SMS, Email, Phone Call and Social Media such as Facebook etc.
From the data collected, Table 9 indicates that majority of respondents (98 respondents) would prefer to
be informed via Facebook. In contrast, giving a phone call (37 respondents) is the least chosen one among
the four options. Hence, we will use social media as the main communication tool to connect with our
potential candidates.
 Last of all, in order to encourage target audience to be more active in ambassador program, we
have come up with three promoting events in order for them to participate themselves namely inviting
friends to ZALORA Fashion Show Events, promoting ZALORA verbally and Promoting ZALORA via
social media. Thus, collected information gave a stunning result as all the respondents stated that they
are willing to involve in all the listed promoting events if there were ZALORA Ambassador. As a result,
we will be making all these three events compulsory for all future ZALORA Ambassador to be involved
in order to keep them constantly active and also encourage more target audience to sign up to be
ZALORA Ambassador.
 Conclusion and Implications
In conclusion, most of the respondents use iOS and Android system. We believe that more
interaction with the potential brand ambassadors would allow them to stay constantly active and it would
be easy when it comes to telling others to join ZALORA Ambassador Program. Marketers may develop
their own ZALORA Ambassador App that helps to stay connect and give support to them. Furthermore,
by knowing what type of mobile OS that are in trend helps marketers to target and approach the target
audience easier. Using the right tool and instrument to communicate is very crucial. Besides, marketers
may need to think of ways to reach out to those who use Windows mobile. This research also found out
that the respondents are also active in social media like WhatsApp, Facebook, Instagram and YouTube.
Therefore, marketers can promote their ambassador programs through those social media in order to
recruit more potential ambassadors.
Moreover, females are more aware and always keep themselves updated with the latest fashion
trends. This means that marketers from the fashion industry may find it easier to recruit females as their
fashion brand ambassadors. Another evidence that supports females interest in fashion is they usually
visit online fashion store weekly and fortnightly based on the research. Marketers may need to put more
effort in attracting male customers in fashion industry and turn them into brand ambassadors.
The survey results also indicate that most of the respondents are not interested in being an
ambassador. Thus, marketers may use the most important criteria which is the commission or pay to
sparkle respondents interest in being an ambassador. In order to have a successful recruitment of new
candidates for the ZALORA Ambassador Program, one of the strategy is to increase the incentives of
the commission and pay to encourage more people to sign up as brand ambassadors. Furthermore,
marketers may offer cash vouchers with free sample or cash rebates to further enhance the strategy to
attract and encourage for more people to sign up and for those who we are targeting.
Through this research, marketers have a better understanding towards potential ambassadors
preferences in their ambassador work. In this research, we have found out that majority of female
respondents would prefer to work daily from 12pm to 4pm where male respondents prefer the time slot
of 8am to 12pm. Therefore, marketers can customize the time slot for those who are going to join The
New ZALORA Ambassador program in accordance to their convenience. In addition, majority of
respondents preferred to be informed about their upcoming promotional work through Facebook. This
again shows that marketers need to be actively engage in social media with the ambassadors to keep them
updated about their work.