Post on 16-Apr-2017
transcript
ABG CORPORATE CZARS
Approach• The approach we followed to elicit the emotions of the
consumers and come up with the solutions is Picture Projective Technique
• We surveyed 45 respondents to get their Insights about the online fashion shopping experience
Social Media Presence
Friendly communication
Broad collection
Economical Prices
Virtual Trial room
Image/Visual Search
Easy return/refund policy
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
25.00%
66.70%
83.30%
33.30%
16.70%
16.70%
25.00%
After seeing abof.com app, are you able to identify the following features
#Help find
what I want
3 D trial room
Trend is mapped to
latest Bollywood
movies
Visual Searches
Consumer Insight that was fetched by us with the exact words
ABOF is all about it
Searchers(25%)
SEO, SEM
Browsers(25%)
Long-term Shoppers, Collect
their personal data
Wanderers(30%)
Good picture, lot of
information
Price Hunters
(15%)Price promotion
, coupons & referrals
First Timers(5 %)
-Customer support, FAQ, etc-Trial, comfort and touch and feel of dress
HIGH LOWPURCHASE PROBABILITY
DIFFERENTIATORS• SOCIAL MEDIA PRESENCE AND GAMIFICATION• The online fashion retailer has to maintain its social media
presence especially on sites like Facebook, Instagram and Pintrest
• TONALITY OF BRAND• Its resonating with millennials but the font and font size has
to be changed• COLLECTION• To showcase that the site has good collection sites tend to
clutter the offerings on home page. Which is not there on abof
X PRICING • The pricing is not targeting dealholics and few products have discounts
few doesntABOF EXPERIENCE ZONE
• Its important to have offline presence for the online fashion retailers to imbibe the brand image in customer minds, touch and feel
3D TRIAL ROOM• The feature is innovative and likened by most of the shoppers but is
not easily foundVISUAL SEARCH
• The feature is innovative and likened by most of the shoppers but is not easily found
ACCURATE SEARCHES• Experience oriented feature which can be analyzed only after
spending a lot of time on app or siteX YOUTHFUL LANGUAGE
• The font and font size being used on the site is not resonating with the customers and can be removed
POST PURCHASE SERVICE• Faster and better post purchase service being offered is a necessity
these days for an online fashion retailer
*The X in the bullet points mention the differentiators to be dropped and ticks represent the differentiators to be retained
Differentiators to be added• DYNAMIC PRODUCT ADS DPA
• The interactive product Ads (Facebook Carousel, Canvas, etc) will help engaging customers and the good collection showcased their will drive them towards our website
• UGC COMMUNITIES• For online fashion retailer, our survey showed that 93% audience said that having
online fashion forums on website or app itself will drive them towards the site• Most of the shoppers will seek answers to questions such as “What will go with the
top I just now purchased?” “Which shoes I should buy to go with the dress I have?”• INTERVIEWS
• Interviews with fashion critics predicting next trends being made available on YouTube and adding the same as a feature on the app will definitely help increase the impressions we get on the app
• LIVE CHAT WITH FASHION EXPERT• The live chat feature on the app to resolve the queries to give you personalized
fashion advice will make our customers feel valued
• MAGAZINES/LOOKBOOK BY ABOF• The fashion magazines being made available to customers at
different touch points like Malls and Experience Stores
• LIVE STREAMING OF FASHION SHOW• The site and app can have a fashion clips from events of popular
fashion designers in order to create interest among consumers
• OMNI – CHANNEL EXPERIENCE• Increasing the presence of Abof Experience Zone and adding the
feature of Cash and Collect in addition to that will give consumers the immersed shopping experience they are looking for
• PINTREST CAMPAIGNs• Pintrest being a millennial dominated platform with most of the
users in 18-35 years age bracket and 80% females will resonate with our offerings
• The campaign where customer can post a picture of the apparel they want to purchase tagging abof.com and the same apparel can be gifted to select ‘famous’ users
• INFLUENCER MARKETING• Who will be best to solve your fashion queries than Ritu Kumar? Or Your site having
collection of Manish Malhotra?• 60% of Millennials have said that they would try a product suggested by a YouTuber, ⅓
consider blogs to be a top media source when researching a purchase and 92% of consumers rely on referrals from experts over anything else when making purchases
Marketing Strategies