1. ABG
CORPORATE CZARS

2. 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

3. 25%
66.70%
83.30%
33.30%
16.70%
16.70%
25%
0% 20% 40% 60% 80% 100%
Social Media Presence
Friendly communication
Broad collection
Economical Prices
Virtual Trial room
Image/Visual Search
Easy return/refund policy
After seeing abof.com app, are you able to identify
the following features

4. #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

5. 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

6. 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

7. X PRICING
• The pricing is not targeting dealholics and few products have discounts few doesnt
ABOF 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 found
VISUAL SEARCH
• The feature is innovative and likened by most of the shoppers but is not easily found

8. ACCURATE SEARCHES
• Experience oriented feature which can be analyzed only after spending a lot
of time on app or site
X 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

9. 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

10. • 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

11. • 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