The minute we received the Arvind briefing we knew it was an interesting project.
Arvind is a leading company in the retail business, besides being regarded as a reference in the fields of fashion and lifestyle in India.
The corporate goal was to raise online presence and, despite the fact that the request was for the creation of an e-commerce, they made it clear that our proposal could include everything we thought could help achieve the goal.
Our biggest incentive as a team from the beginning was the complete freedom we were offered to present our proposal. We were able to make proposals regarding strategy, content, etc.
During the conceptualisation meetings we had input from specialists in fashion and retail. This was a rather new sector to us, so their contributions helped us understand and immerse ourselves in the world of fashion and retail and, what’s even more important to us, the needs of users.
From our first meetings we concluded:
We have the opportunity of building the digital experience of a consolidated firm. What priorities did we set?
Creating a digital universe for the brand that fitted and kept consistency with its retail identity. Achieving consistency in user experience through all channels -the experience had to be seamless.
Thus we started to design our proposal.
Defining The Strategy
What are today’s consumers looking for? Without a doubt, today’s consumers want to decide when, where and what they are buying, and hope for the same experience regardless of the channel they are using. It was clear to us that we had to focus in developing an omnichannel experience.
Starting from this premise, we realised it was a priority, in order to create a unique digital experience, to create a mobile app and digital in-store kiosks, in addition to an e-commerce. Later on, as a result of the first interviews with a target group of users, we were able to confirm that this was the right strategy.
Furthermore, all of this had to be seamlessly integrated with the client’s CRM systems, together with a CEM program to track customer behaviour effectively, to maximise information collection and thus optimise performance in future actions.
How to draw the brand closer to consumers
To approach consumers and to establish a recurring, emotional link with them, we decided to work in the project so the brand experience provided real added value. We had to create something beyond an online store: a brand personality, a Human Brand connecting with the values, expectations and aspirations of users, generating engagement and building relations through storytelling.
How did we plan to do that?
We decided that storytelling would be approached from several directions:
That way we conceived “A: The House of Fashion”, the online brand identity, which would encompass all of its digital universe. Something more than an e-commerce, a transversal experience beyond shopping, a fashion and lifestyle experience connecting with the user.
Fashion and lifestyle: affinity and distinctive value
As part of the strategy of approaching users offering a real, distinctive value, we focused on creating a digital magazine “MAG” dealing with trends, news, lifestyle, fashion advice by sector influencers…
Engagement and viralisation: “a club”
A community where users can share opinions about products, have access to exclusive promotions, add products to a wish list, design outfits to share styles, and reward consumption through gamification.
Enriching the purchase process
The purchase process is the culmination of a good e-commerce experience. How do we help to improve this experience?
Starting from the premise that the whole process should be very intuitive in order to facilitate and stimulate conversion, we had to implement browsing logic and visual processing solutions in such a way that the purchase process was improved, making it easier for the user in two key ways: suggesting garments that they might like, from products previously viewed, and specifying as much as possible the sizing and characteristics of each product.
I want this jacket!
During our conceptualisation meetings, our team agreed on the following.
This has happened to all of us. You are going for a walk and see someone on the street wearing something, a garment, an accessory, a pair of shoes…that you love. Wouldn’t it be great to be able to find a similar product in your favourite store? This is how the idea of “Fashion Hunter” emerged. It’s a tool in the app which, after taking a picture of the garment, helps the user to find it in the Arvind stores -the same or the most similar one available.
Listening the users
Users are at the centre of our work. Our main focus is their experience, so that the interaction with our digital products is enriching, satisfying and fulfilling their expectations. To try it out, we included users in the development process, reaching to them in two key stages of the project:
At the beginning, through interviews, to find out about their habits and expectations.
At a more advanced stage of the visual and Ux design, to confirm that the visual language and the functional focus were as expected.
By listening to the real thing, we were able to confirm that we were going in the right direction, and were able to correct and modify some issues as a result of their suggestions.
All of our team agrees on the fact that this was a project in which we had fun.
Being able to learn from the views of specialists gave us the opportunity to understanding more deeply this sector. Getting to know a sector from a different perspective, besides being essential to the project, is always encouraging to us.
Furthermore, we really liked the end result. We can say that we had fun, learned, and felt fully satisfied with the end result. What else could we ask for?