Online fashion portal abof.com is working with IBM to provide an enhanced personalized shopping experience tailored to Millennial shoppers. In the process, it is also increasing conversion rates and bringing its return rate close to zero.
With the goal of offering the latest style tips, fashion content and trends, the retailer needed an e-Commerce solution that would help it create an interactive online platform to better target consumers and increase brand loyalty. Abof.com, which stands for All About Fashion, decided to team with IBM, which delivered customer engagement and order fulfillment capabilities that allow it to continuously refresh the e-Commerce experience and seamlessly add new content.
“In order to tap and increase the market share in a highly competitive industry, it is imperative to differentiate ourselves from already established players,” said Prashant Gupta, President and CEO of abof.com. “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.”
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Virtual Body Measurement Lowers Return Rates
To further enrich the shopping experience, abof.com has added a 3D virtual trial room to its online store front. The feature enables customers to input their body measurement and virtually try on apparel before placing an order. The average return rate in the apparel industry is 20%, with the most common reason being an unsatisfactory fit.
Since launching the virtual trial room, abof.com has reduced its product return rate to nearly zero. In addition, the conversion rates for products available with 3D trial is 400% higher than the industry norm, which is notable as the company recently reached more than three million visits in its first five months of operation.
Curated Fashion Content
Another set of interactive capabilities that differentiate abof.com 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 led to the desired products with an intuitive search.
