abof.com deploys IBM solutions for online fashion portal

IBM has announced that online fashion portal abof.com is working with IBM to provide a personalised shopping experience tailored to millennial shoppers. IBM solutions offer abof.com a scalable platform, order fulfillment options and customer engagement features. abof.com, a part of Aditya Birla Group, is an online fashion portal for apparel, footwear and accessories for men and women. The retailer targets millennials and needed a well-integrated e-commerce solution that would help it create an interactive online platform that could better target consumers and increase brand loyalty. IBM delivered abof.com customer engagement and order fulfillment capabilities. For instance, to enrich the shopping experience, abof.com has added a 3D virtual trial room to the store front. Powered by IBM and integrated technology from business partner Metail, the feature enables customers to input their body measurement and virtually try any apparel before placing an order. IBM has also enabled easy searching where a shopper looking for a particular item can upload an image using visual search and be led to a similar looking item. “In order to tap and increase the market share in a highly competitive industry, it is imperative to differentiate ourselves from already established players. We aim to grow our market share by offering a curated range of merchandise that goes beyond conventional boundaries to deliver quality service to our customers,” said Prashant Gupta, President and CEO, abof.com “IBM helped us to set up our online business in a record time of five months. With IBM’s global expertise and local experience in eCommerce space, we are optimistic that the company will emerge as the most admired player in online fashion segment.” For after-purchase services, abof.com is leveraging IBM’s Order Management and Supply Chain solution to provide customers with an accurate view of order status and real time inventory. “Many online retailers struggle to engage millennials in meaningful, thoughtful ways, all based on their behavior and preferences,” said Harriet Green, General Manager, Watson IoT, Commerce and Education, IBM. “Through this collaboration with IBM, abof.com will create truly unique buying moments and ensure prompt delivery of each item, exactly the type of experience that builds brand loyalty.”