Online fashion site Zalora is building its own delivery fleet in each of the main South-east Asian cities it now has a presence in. "How do you capture the large potential? We think we need to play the customer experience game," Zalora managing director Harry Markl said at a recent forum on service productivity, organised by the Institute of Service Excellence at SMU (ISES). It is an opportunity that is not without its challenges, according to Mr Markl. The large number of people living in remote areas and the low credit card penetration rates in the region's emerging markets are just two examples.