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Treating the customer like king: abof.com
31
Oct '15
The Aditya Birla Group is aiming for the stars with the recent launch of its online fashion destination abof.com. In a press release, the new company said it is committed to develop curated content ”that recognizes that there is a star in each one of us”.

Targeted at the millennials, abof.com seeks to re-define online shopping in fashion brands in the clothing, footwear as also the accessories segment with a personalized touch by astutely integrating tips to cater to individual tastes and choices.

In sharp contrast to conventional e-commerce shopping cart based on click and add to cart formats, abof.com is visual-oriented with smart teasers to capture the eyeballs of the millennials.

“We seek to make abof the one stop destination for all the fashion needs of the millennials Apart from adopting a tone of voice and visual language which we believe will connect with them (millennials) better, we have gone one step further to deliver personalized shopable content to our customers based on their information, real-time behaviour and preferences,” Prashant Gupta, President and Chief Executive Officer, abof.com said.

Abof starts its interaction with the browsers from the very beginning with a style quiz that helps understand their persona and the style preference. Based on this information, it customizes its 'What's Hot' section to deliver more accurate, relevant, and personalized content that matters to them.

“Our 'What's Hot' section is in fact the landing page of abof.com which defines our commitment to inspiration and discovery-based commerce,” Gupta said.

Built with a vision to become India's most admired online fashion, abof has leveraged best-of-breed technologies. Its experience has been built as mobile first, and it works seamlessly across a wide range of devices including desktops. (SH)

Fibre2Fashion News Desk – India

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