When it comes to Zoho Creator, like many apps you may see around the interwebs, most companies have moved to a layout which is a 2 or 3-panel layout which is a big plus for me. I use Quickbase and the design layout kinda is lacking, however, with their new CEO came a newfound investment in ironing out some layout issues and simple api issues.
My biggest reason for loving Zoho creator would be how it integrates with what I consider to be a life blood for some smaller companies which is basically Zoho Social and Zoho Connect. That helps enable communication to your clients/customers (Social) and inter-communication (Connect). In comparison, it is what Facebook for Workplace is going to become in the future.
Zoho has actual phone apps (big plus) while Quickbase doesnt (just a web app with a style sheet change). I love Podio in that it is built up from the ground up to be mobile app and web friendly and quick to extend it's functionality.
I would assume the key features your looking at are:
-custom reporting
-easy of development
-cost sensitivity
-what you consider as mail merge
I re-read your OP and I want to say if you're just trying to make a tabular/spreadsheet report out the box Zoho does that just as much as anyone else in low-code dev.
Sounds like you may be trying to wing it and just push through, but I would suggest watching the webinars (which they have tons on their site and youtube). Also 3rd party people like myself make youtube videos as well detailing the design/development process. It is there just one quick google 
Also I don't mind helping wherever I can!!!