IBM Enables to Bring Personalized Experiences to Millennial Shoppers

by | May 31, 2016

IBM Helps Reach More Than 3 Million Visits in First 5 Months of Operation

New Delhi- 23 May, 2016: IBM (NYSE: IBM) today announced that online fashion portal is working with IBM to provide an enhanced personalized shopping experience tailored to millennial shoppers. IBM solutions offer a scalable platform, seamless order fulfillment options and innovative customer engagement features.

According to a recent study by ASSOCHAM and PwC. almost 55 million consumers made online purchases in 2015 and the number is expected to grow to 80 million this year.*, a part of Aditya Birla Group, is an online one-stop fashion portal for apparel, footwear and accessories for men and women. The retailer targets millennials, with an aim to offer the latest style tips, fashion content and trends. The company needed a well-integrated e-commerce solution that would help it create a dynamic and interactive online platform that could better target consumers and increase brand loyalty. IBM delivered customer engagement and order fulfillment capabilities that allow it to constantly refresh the e-commerce experience and seamlessly add new content catering to the dynamic demands of millennials.

For instance, to enrich the shopping experience, has added a 3D virtual trial room to the store front. Powered by IBM and integrated technology from business partner Metail, the feature enables customers to input their body measurement and virtually try any apparel before placing an order. The average return rate in the apparel industry is 20 percent with the most common reason being unsatisfactory fit. Since launching the virtual trial room, has reduced the product return rate to nearly zero. In addition, the conversion rates for products available with 3D trial is 400 percent higher than the industry norm.

Another set of interactive capabilities that differentiate is the superior search and curated fashion content it offers to shoppers. For instance, a shopper looking for a particular shirt can upload an image using visual search and seamlessly be led to a similar looking item. In addition, a shopper looking for a fashion trend inspired by a celebrity will be seamlessly led to their desired products with an intuitive search. By leveraging IBM’s content management solution, is able to offer fresh, targeted and relevant fashion content to its customers. The fashion portal now reaches out to over 7,000 pin codes and across more than 500 cities in India.

“In order to tap and increase the market share in a highly competitive industry, it is imperative to differentiate ourselves from already established players. We aim to grow our market share by offering a curated range of merchandise that goes beyond conventional boundaries to deliver quality service to our customers,” said Prashant Gupta, President & CEO, “IBM helped us to set up our online business in a record time of five months. With IBM’s global expertise and local experience in eCommerce space, we are optimistic that the company will emerge as the most admired player in online fashion segment.”

One a customer has made a purchase, is leveraging IBM’s Order Management and Supply Chain solution to provide customers with an accurate view of order status and real time inventory. This capability has helped streamline warehouse processes for an on time and convenient delivery.

“Many online retailers struggle to engage millennials in meaningful, thoughtful ways, all based on their behavior and preferences,” said Harriet Green, General Manager, Watson IoT, Commerce and Education, IBM. “Through this collaboration with IBM, will create truly unique buying moments and ensure prompt delivery of each item, exactly the type of experience that builds brand loyalty.”

About IBM Commerce for Practitioners

IBM helps clients IBM helps practitioners — marketers, merchandiser and e-commerce professionals — understand customer behavior and use insights to help deliver highly personalized and relevant experiences at every touch point. For more information, please click here and follow on Twitter at #ibmamplify.


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Brian Pereira
Brian Pereira
Brian Pereira is an Indian journalist and editor based in Mumbai. He founded Digital Creed in 2015. A technology buff, former computer instructor, and software developer, Brian has 29 years of journalism experience (since 1994). Brian is the former Editor of CHIP India, InformationWeek India and CISO Mag. He has served India's leading newspaper groups: The Times of India and The Indian Express. Presently, he serves the Information Security Media Group, as Sr. Director, Editorial. You'll find his most current work on CIO Inc. During his career he wrote (and continues to write) 5000+ technology articles. He conducted more than 450 industry interviews. Brian writes on aviation, drones, cybersecurity, tech startups, cloud, data center, AI/ML/Gen AI, IoT, Blockchain etc. He achieved certifications from the EC-Council (Certified Secure Computer User) and from IBM (Basics of Cloud Computing). Apart from those, he has successfully completed many courses on Content Marketing and Business Writing. He recently achieved a Certificate in Cybersecurity (CC) from the international certification body ISC2. Follow Brian on Twitter (@creed_digital) and LinkedIn. Email Brian at: [email protected]
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