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