House of Anita Dongre designs seamless omni-channel shopping experiences with Salesforce
House of Anita Dongre stitches together online and offline customer data into a single view, enabling targeted marketing, engaging ecommerce, and faster service.
Untying the knots in customer experience
Tailoring marketing messages to each customer’s needs, and boosting sales
Weaving a customer-centric approach to ecommerce
HOAD also uses Salesforce Commerce Cloud to optimise ecommerce experiences across the Anita Dongre, AND, Global Desi and Itse websites.
“Our websites look brighter, sharper and more appealing,” says Mishra. “Plus, downtime issues have been minimised. So, customers have a great, engaging shopping experience.”
Customers can go online to pre-book a HOAD outfit from an upcoming collection – or place a customised order (e.g., a bridal lehenga). Payments are simple and seamless.
“Previously, teams had to email payment links to the customer, and manually track payment instalments,” recounts Mishra. “But now, the entire process is automated. This makes it easier and quicker for customers to shop and order with us.”
HOAD has also integrated loyalty and gift programs with Salesforce. So, customers can easily purchase and redeem points or vouchers online. “By improving the ecommerce experience, we’ve increased online sales by 3x,” says Mishra.
The online platforms are also helping HOAD drive more traffic to their offline stores where teams can build a more personalised, human-to-human connection with customers. For instance, through a click-and-collect option that enables customers to block an outfit online, and pick it up at the nearest store.
HOAD now wants to take omni-channel retailing to the next level.
“Let’s say a customer on the AND website puts an outfit in their cart, but leaves before purchasing it,” says Mishra. “When they next visit our offline store, we should be able to tell them, ‘Here’s the outfit you picked online. Would you like to try it on in-store?’
“That kind of connected service makes for a truly exceptional customer experience.”