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Saree.com starts video calling to showcase products
Jul '17
Saree.com has introduced a new chapter in apparels e-commerce with its video calling service, a concept that relies on showcasing select merchandise live to the customers. The service has helped it dramatically enhance its conversion rates from 0.3-0.4 per cent to almost 15-18 per cent. Its average order size has too skyrocketed from $ 75-100 to $ 300-400.

This innovative and customer-centric hybrid business approach combines the best of the both worlds - akin to shopping from a 'real store' with all the convenience, accessibility and ease of buying online - while also bringing in the all-important personal shopping edge.

The wedding wear specialist Saree.com typically received about 20-22 web orders daily, but the overall revenues were never as high as they are now. From about 15 to 18 calls, organised daily to honour the numerous appointment requests – at least two to three are converted. Each video-call order value typically exceeds $ 1200-1500. There have been customers, who started off looking for a single ensemble – but ended up buying for their entire families.

The service is easy, fast and uninterrupted. Simple hand-held devices like iPad and modern smartphones like iPhone 6 – with any video chat application like Face time or Skype – is all one needs! Taking cues from global fashion leaders like www.gilt.com, and cashing on the availability of an endless stream of chic, designer inventory (thanks to its parent brand Asopalav), Saree.com has now developed a dedicated eco-system to enable these services - that are akin to personal shopping facilities (albeit virtually), offered by world's biggest fashion retailers like Harrods, Nordstrom, H& M, Zara etc.

Now Saree.com has a special team of 25 personal shoppers, ensuring approval of requested appointments within a time-frame of merely 24 hours.

This idea is slated to revolutionise the apparels e-commerce, especially for niche categories like bridal wear, wedding outfits, and tailored corporate-wear. Introduced in a structured manner at this scale for the first time in the Indian markets, the concept is a pertinent move in retail business scenario – when time is scarce and choices are endless.

Shoppers perusing this service are hooked! They share that they have never had it this easy to shop for important, expensive, designer or customised ensembles online. Trust issues, while making huge purchases online, colour and tonal differences common in studio photos on website – are the common problems people face. When video-connecting - customers can assess merchandise in real-time, in a real store – at their convenient times. They can browse through multiple options, see them draped/ worn - and shop without the fear of being duped – as a constant stream of suggestions and guidance is kept up by the enthusiastic personal shopping guides. (SV)

Fibre2Fashion News Desk – India

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