- Deploys ‘Match’, an in-store engagement platform at all the outlets
- Unique blend of online and offline retail makes shopping experience hassle free
Novemeber, 2014, India: Being Human, a clothing line with a heart, is always a step ahead in the retail industry. Starting from the brand’s launch in Europe then entering India to adapting latest technology for customer engagement and insight. At Being Human clothing, technology and innovation is appreciated and encouraged. Being one of the first fashion retail brands in India, Being Human clothing has adapted Match an in-store engagement platform. A first of its kind, Match helps a customer to combine online and offline experience in the store itself.
This platform is a win-win technology for a brand as it not only benefits the customers but also the brand. The customer can easily browse through the inventory, match-and-create looks, search and discover new styles basis on color, product or SKU, find the product availability in the next nearby store and also share with friends for feedback via email or Whatsapp before making the purchase decision. This technology is served on a large touch screen device (27”x32”) for an enhanced and hassle free customer experience.
For the brand, this device helps the Fashion Consultants (FC) on the shop floor immensely. They can attend to more customers, cross sell and up sell more easily now by the help of digital mannequins. By creating ‘looks’ they can address to more customer queries and preferences, assisting in pushing the average basket value. This platform has also resulted in quick trials and quicker check out. Additionally, it has assisted various departments such as Merchandising, Marketing and Operations in getting insight about consumer behavior, preferences, categories, combinations and pushing offers amongst others.
Mr. Manish Mandhana, Managing Director, Mandhana Industries Ltd said, “Match is a great technology and we have seen approximately 41% of our customers use the same for ease of purchase. The technology has also influenced approximately 10% of our sales and is a great tool to assist sale associates giving them flexibility to serve consumers. More importantly the technology gives us great customer insight which is the need of the hour and helps the brand in serving to its customers need and preferences.”
Mr. Harsh Shah, Co-founder, Shopsense, said,” Our motto behind the association with Being Human clothing is to provide a shopping experience with the finest use of technology. Match helps the understanding of consumer behavior and preferences along products, combinations and categories for the brand like never before. We are constantly working on improving our interactivity and behavior analytics to deliver significant benefit with Being Human clothing.”
This platform is linked with the POS hence it is updated with real-time data, which is vital in any retail industry. Interestingly, the male digital mannequin is of Salman Khan and the brand has seen that it has increased the time spent and engagement on the device due to his popularity. The average time spent by a customer on this touch screen is 8 minutes 10 seconds. Lastly, the data analytics technology has helped Being Human clothing understand consumer behavior even before a purchase is made!