STYLING MENis SERIOUS BUSINESS
OMNICHANNEL EXPERIENCE DESIGN FOR RAYMOND
-
-
overview
Raymond, the worlds largest producer of worsted suiting fabric, is an iconic textile brand that has owned the space of premium mens clothing, tailored suiting and shirting for over nine decades.
Further, with brands like Park Avenue, Color Plus and Parx it made significant inroads into mens apparel industry.
-
brief
Indias premium manufacturers of tailored suits were faced with a shift in customer preference for ready-made garments. They further observed their brands were selling better on larger retail sites like Jabong.
Thus, Fractal Ink was brought on board to revitalise Raymonds digital presence and enhance their online user engagement strategies.
-
challenge
The Fractal team identified the difficulty of creating a one-brand e-commerce site that would have an edge over larger retail sites with their multiple brands and plump discounts.
Tailoring apparel from textiles is a time consuming and often, frustrating process. Given this, how could the customer be enticed to give tailoring a try?
-
strategy
The answer was to not compete with the multi brand store, but to create a niche for the online Raymond brand one of advisory and style consultancy drawing from its decades of experience selling mens clothing.
TWe also worked on recreating the romance of the tailored fit and provided convenience in the form of tailors who came to the customer.
-
innovation
For Raymond, we designed exclusive features and functionalities to empower the Raymond sales team and tailors and project Raymonds strength as curators and designers of tailored mens wear.
Customers were engaged through consultancy and style advise incorporated into cutting edge interfaces. We crafted loyalty programmes to increase the company-customer connect.
BRINGING IT ALL TOGETHER WITH A SINGLE CUSTOMER VIEW
Ecommerce portal is the heart of all digital interventions. Raymond next was built with a view of integrating various brands and leverage the customer data across brands.
EXPERIENCES DESIGNED FOR SMART WORKFORCE & UNIFORMS
Smart dressing is essential for workplaces and institutions to drive a culture. Raymond is big into the Uniform business but it was primarily an offline revenue channel till we intervened.
INTEGRATION OF FASHION EXPERTS AND RECOMMENDATION ENGINE WITH THE PLATFORM
Built for consultancy. Raymond brought together a range of experts to create styles which was then put together for sales consultants to leverage during their sales process.
EMPOWERING IN-STORE SALES FORCE TO BE INTELLIGENT AND RELEVANT
Most physical retail outlets suffer from the problems of insufficient staff and even they have one they are not equipped well to consult the customer. This instore app allowed to look at customer profile and suggest the sales people to have a more meaningful conversation with their walk in customers.
PERSONALITY BASED FASHION CONSULTANCY HELPING COMMERCE
Fashion is personal and requires serious thought to be given. While blogs and trending styles are good to have, it doesnt help in recommendation. We developed a psychographic analysis tool which allowed to identify personality and match with trends to bring up the most suitable options to the surface.
ATTACKING FASHION RATHER THAN COMMERCE TO DRIVE SALES IN STORE
Identifying customers and then building journeys to help establish deeper engagement. Every customer comes with a specific purpose and specially when it comes to men they become more specific. Generic browsing is not something that they engage in when it comes to fashion.
CRAFT MEETS SCIENCE MANTRA FOR HIGH END TAILORING SERVICE
Raymond brought back the love for high quality tailored suits in the midst of readymade. With digital this service was made more compelling by adding a layer of visualisation which helped decision making.
CONTEXTUAL CONTENT RECOMMENDATION ENGINE AT VARIOUS TOUCH POINTS
All customer touch points were explored to give a truly omnichannel experience to the consumers. Large screen touch experiences were installed in stores to able to give life like view of the garments which also allowed customisation.
COHERANCE IN THE DESIGN STYLE FOR ALL BRANDS TO HELP DRIVE ONE CUSTOMER EXPERIENCE
Raymond has a strong brand presence and a great legacy. However over a period of time all the brands took their own journey towards digital which resulted in incoherent visual language. Fractal put together a guideline to bring all to one common level with strong visual style.
WITH THOUGHT AND CARE
-
90 SECOND ONBOARDING
On-boarding continues to be the journey that sees the highest percentage of drop-offs because of how long and complex they are. Every step provides friction in terms of data that needs to be posted and verified and we often see failures.
We broke the journey into small steps and engaged with the user at each of them, encouraging them to stay the course and complete the journey
-
CUSTOM TAILORING
Raymond has a strong legacy of fabric manufacturing. In fact they are one of the worlds largest producer of worsted suiting fabric. With fabric comes tailoring and somehow in the age of internet everything became instant.
Fractal helped Raymond put together a platform which allowed users to look for a trained tailor around them much like uber. You can book an appointment, and get your suit made to your taste and fit at your doorstep.
-
RAYMOND UNIFORMS
Uniforms are a large part of Raymonds business. Till now it was mostly managed by offline methods.
This platform is a way forward to take this proposition online. To make the service more enriching the online platform allows you to not only order your uniforms but also design and look for a fashion consultant for smarter dressing.
-
RAYMOND CORPORATE WEBSITE
Robust Online corporate presence is a key to establishing a brands overall presence. With an objective of bringing all businesses of Raymond together the corporate website was aimed primarily towards, investors, media and potential employees.
The corporate website also integrates well with all the sub brands and gives visitors an opportunity to look at Raymond as a bigger and a closely integrated brand.
-
PARK AVENUE - CUSTOM STYLING APP
This app to close the cycle with the consumer by becoming more of a style mentor. This app is currently being used by Raymond tailors, sales people and fashion stylist.
It helps identify the personality of the customer and with few questions is able to curate a collection matching the taste and preferences.
-
RAYMOND NEXT ECOMMERCE PLATFORM
This is the culmination of all brands that Raymond owns into one single platform. The Idea was to smoothen the processes of ecommerce from storefront to Logistics.
Also the aim was to create a single customer experience across brands and use customer information to cross sell and upsell. This was a milestone activity as it involved merging of existing scattered ecosystem, getting a buy in from all sub brands and identifying experience which can cut across.
-
0
cups of coffee
-
0
blinks per hour
-
0
laptop charges
-
0
social gatherings ignored
-
0
hours of travel
