Opinión: Wrogn chooses Shopholix over traditional CRM
Abril 18, 2017
WROGN (pronounced wrong), launched in October 2014, is a breakaway youth fashion brand which is inspired by the distinctive sense of style and the enormous youth appeal of cricketing genius, Virat Kohli. WROGN is an extension of his bold and dynamic personality, which is expressed in each piece of clothing.
The new Wrogn store promises to provide customers a one-stop shop for swanky styles at affordable prices. Spread across 1,100 square feet, the store offers more than 250 designs and a glimpse into its latest and trendy Spring / Summer 2016 collection which comprises of semi-formal shirts, t-shirts, trousers and denims.
Wrogn has a very strong brand and audience connect. The task was primarily to execute this connect digitally, keeping the cultural and geographic context of the shopper in mind – considering the result were to be seen in the brick and mortar store. The objective was also to automate the marketing calendar, ensuring effectiveness and higher return on investment.
Shopholix – 2017
The competition is fierce. As mentioned by a business head of a leading mall the churn of stores is a growing concern. The prime reason contributing to the same is stores/brands inability to retain and engage with their shoppers. In a digitally savvy world, where the e-commerce platform knows way more about their shoppers, it’s tough for the offline stores to devise relevant marketing strategies.
Shopholix Engagement Program is focused on enabling brands / stores to understand their shoppers, engage and retain them. Unlike traditional CRM the core of this solution is engagement which is contextual (location, geography, cultural) and relevant (relatable, familiar and intent).
How it works?
Shopholix on the shopper side is a digital marketplace for local stores. Shoppers can window shop fashion at stores around them, relevant shopping feeds, and connect with stores they love. The shopper engagement platform also has a shopper to shopper connect interface which makes it socially engaging.
At the same time, the retailer panel is enabled with strong analytics capabilities and targeted remarketing program. The remarketing programs are digitally integrated with social media platforms, ensuring strong user acquisition and engagement for your local store. Considering the high contextually (primarily the location) ensures that you get a handsome return on your marketing investment.
Considering the high contextually (primarily the location) ensures that you get a handsome return on your marketing investment.
Wrogn created a digital profile on the marketplace and migrated its daily shoppers on the same for its Mumbai store. Existing users of the store were also migrated to Shopholix making sure that the shopper data (mostly underutilized) is put to the best use – engagement.
Shopper to Shopper Connect
Digital users are like phantoms – no one is really sure if they exist. In order to gain relevance in the new user acquisition, we chose a shopper referral program. It was an offline to online activity where shoppers created their Wrogn profiles on Shopholix at store and shared it within their circle on social media.
Driven by amazing shopper response; a community of over 2500 shoppers have engaged with the brand digitally and now are connected for future engagement.
A fashion and lifestyle shopper is an aspirational shopper. He seeks engagement via content, they like to see a lot of relevant stuff. Irrelevance, turns them off. Considering the core belief of the CRM program (to manage the relationship with the shopper, outside your ecosystem), it is important to relook at your CRM initiative. The core product of this evolved CRM ecosystem is engagement. Benefits and loyalty points have evolved to become augmented features now.
Shopholix is a cloud based shopper engagement platform which is focused on fashion and lifestyle retail. Do contact me for any inputs, queries you may have.
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