Vedant Fashions doubles online sales with seamless shopping experiences

Vedant Fashions has redefined Indian wedding and celebration wear through its brands: Manyavar, Mohey, Twamev, Mebaz, and Diwas by Manyavar. With an unwavering dedication to craftsmanship and quality, Vedant Fashions has built a commanding market presence across India and the world.

In Their Own Words…

From online browsing to in-store purchases and beyond, every customer interaction at Vedant Fashions is designed to be smooth, efficient, and personalised. Watch this video (3:29) to see how the fashion house creates unforgettable shopping experiences with Salesforce.

Creating frictionless shopping experiences meant bridging online and offline journeys

Vedant Fashions is driven by a simple yet powerful vision: to make wedding shopping experiences just as personal and memorable as the wedding celebrations themselves.

“We want every customer journey to feel connected and frictionless,” says Vedant Modi, Chief Revenue Officer, Vedant Fashions Limited. 

Yet these journeys rarely follow a linear path. Wedding attire is a high-ticket purchase, so most customers prefer to first explore their options online – browsing collections and shortlisting styles – before heading to a store to make the final purchase. 

To create a fluid experience across these touchpoints, Vedant Fashions needed to break down data silos, and unify customer information in a single source of truth. Salesforce was chosen to enable this transformation.   

“We wanted a closely-knit CRM platform rather than a patchwork of custom tools,” says Samarth Bhatnagar, Head of Ecommerce : Brand websites, Vedant Fashions Limited. “Salesforce gave us the integrated, out-of-the-box solutions we needed to transform customer experiences.”

Smarter, faster ecommerce journeys increase online conversions by nearly 100%

With Salesforce, Vedant Fashions has connected digital and in-store journeys to deliver a unified shopping experience. Every interaction, from website to store, is powered by a 360-degree customer view on Salesforce. So, shoppers feel recognised, understood, and supported across touchpoints.

The company’s brand websites powered by Salesforce Commerce Cloud have become more than digital storefronts – they’re intelligent, responsive spaces designed around customer needs.

Automated meta titles and H1 tags ensure that every page is SEO-optimised. At the same time, rule-based category creation tools organise each brand’s extensive online catalogue into intuitive sub-categories by colour, fabric, occasion, style, and other key attributes. So, whether someone’s searching for a ‘navy blue sherwani for a Sangeet’ or a ‘linen kurta for a beach wedding,’ the site surfaces exactly what they want. In the process, search rankings have improved. 

“With Salesforce’s SEO capabilities, we’ve seen a phenomenal 90% year-on-year rise in organic traffic which matches the growth from our paid acquisition efforts,” reports Bhatnagar. 

When shoppers land on a product page, they can check size availability, refine their choice with filters, and explore long-tail queries. Einstein AI offers personalised recommendations based on recently viewed products, contextually similar styles, and homepage browsing behaviours. 

A ~100% improvement in site speed means that pages load faster, and searches return results quicker even during festive surges and peak traffic hours. 

All of this has helped increase add-to-cart rates by up to 90% in just a few months. Online conversions have also jumped by nearly 100%.

Customer 360 makes the online-to-offline hand-off effortless

When online shoppers are ready to take the next step, they can schedule a video appointment with a stylist, or book an in-store visit. 

Data captured on them from the website flows into a partner community on Salesforce Experience Cloud – so, store associates have a complete customer view. This enables them to pick up the in-store conversation with the customer from where they left it online. 

Even the shopper’s clickstream data from the website is captured and analysed by Einstein to surface smart product recommendations that staff can use to personalise conversations that happen over video with potential customers. 

“With the power of customer 360, we’re ensuring that all our customers – both online and in store – leave each interaction with a smile,” says Modi. 

Streamlined service elevates post-purchase care

The in-store experience at Vedant Fashions doesn’t end at check-out. Post-purchase journeys like outfit alterations are now fully digitised on Salesforce Service Cloud. 

Store staff can log alteration requests, note the changes needed for the specific SKU and size, and set expected completion dates. Customers automatically receive status updates and pickup reminders on their phones via a third-party integration. 

“As a company, we believe that the true KPI for service is to not have any cases at all,” explains Modi. “Streamlining the alteration journey on Salesforce has helped us reduce related case volumes significantly.”

Other service requests like product returns and exchanges are also handled on Service Cloud. The platform unifies multiple service channels – including social media, email, phone, and the website – to give customers a smooth omnichannel service experience. 

At the backend, service agents have a 360-degree view of the customer’s recent purchases, open cases, past issues, and other relevant information. So, when a customer calls in, agents are able to personalise the interaction, and resolve the case faster. 

If a customer bought a product at one store, but wants to return or exchange it at another, the process is simple because data flows uninterrupted across systems. 

“No longer do store staff have to manually retrieve the customer’s order number, or call the CRM team to verify the original purchase,” notes Bhatnagar. “With Salesforce, we simply enter the customer’s phone number – and instantly, their recent purchases and invoice details show up on the screen. This has reduced validation time from nearly an hour to just five minutes.”

Real-time collaboration and automated workflows keep operations running smoothly

To simplify communication across teams, Vedant Fashions has adopted Slack. Marketing, retail, and IT functions can securely share data through the platform, and add new members to workflows. Even when conversations shift across teams or channels, breadcrumbs of context follow, ensuring continuity and transparency.

“Slack has become an invaluable tool for multiple teams,” says Bhatnagar. “Area sales managers, regional managers, and store teams have complete visibility into what’s happening on the ground, and what actions are needed. Instead of relying on one-way broadcasts, they can communicate in a two-way, real-time manner.”

Slack is also used to automate complex workflows. For example, when new products are listed, Slack automatically tags the right person to categorise the products, after which the next person is prompted to publish these updates to the website, and so on. Each step is triggered without delays, minimising follow-ups.

Up to 140 dashboards with actionable insights help strengthen business performance

Integrated with Slack are Tableau dashboards that provide real-time visibility into key performance metrics. Teams can collaborate on live data, spot anomalies, and act on trends, all within their existing communication channels. 

“In a fast moving company like ours, we need data to speed up decision-making,” says Modi. “This is where Tableau steps in, allowing us to understand all aspects of the business in one glance.”

Earlier business intelligence tools took time to customise and generate new insights, but Tableau is far more flexible. Up to 140 dashboards have been built on the platform to track core metrics like sales performance by store, region, and category. Teams can also view granular insights like which products need new photoshoots, or where inventory gaps might be impacting sales.

Even store managers have access to select dashboards, enabling them to track what’s working well in-store and what’s not. Conversations about performance are no longer based on gut feel but on hard numbers. For instance, area sales managers can spot if a store is selling more kurtas and Nehru jackets – and then work with store staff to double down on these strengths through visual merchandising. At the same time, weak spots like underperforming categories can be easily identified and acted upon.

Next: Use data and AI-powered recommendations to customise in-store experiences

Vedant Fashions is now running a pilot program on Salesforce Data Cloud and Agentforce to unlock deeper, AI-powered customer insights that store staff can use to drive more contextual customer conversations. 

“With Salesforce, we've empowered ourselves to understand and solve challenges, not just for employees, but also for customers,” explains Modi. “I can proudly say that Vedant Fashions is truly a customer-centric company.”

When you have hundreds of stores and multiple digital touchpoints, it can be challenging to deliver consistent, personalised shopping experiences. But Vedant Fashions makes it look effortless on Salesforce. By optimising the online shopping journey with smart searches and customised recommendations – and then connecting it to in-store interactions through a 360-degree customer view – Vedant Fashions is making shopping a truly memorable experience.