Va­jor: From On­line Sto­ries to Off­line Ex­pe­ri­ences

VMRD - - Contents - Satarupa Chakraborty

On­line cloth­ing and life­style brand Va­jor came into be­ing in 2014 with the idea of bridg­ing the gap be­tween offthe-rack fash­ion and lux­ury cou­ture. Map­ping the growth of the brand, Va­jor came up with the range of home dé­cor line after two years into ex­is­tence and opened its first set of brickand-mor­tar stores re­cently this year in Pune, Chen­nai and Delhi. Bring­ing user-friendly tech­nol­ogy to stores, the brand be­lieves that the store is a phys­i­cal ren­der of its web­site. VM&RD looks at this omni-chan­nel store for­mat.

Ex­pe­ri­ence – Good Vs Goods

What prompted Va­jor to ex­tend its of­fer­ing through brick-and-mor­tar pres­ence was the zest for de­liv­er­ing ex­pe­ri­ence. Coin­ing a store de­sign that is bo­hemian, in­tel­lec­tual and artis­tic, the store walls are framed with wooden panel in­ter­mit­tently, while the fix­tures are made of wood and metal. The brand is also against an­i­mal-cru­elty and in­spired by na­ture and these fea­tures are re­in­stated through eco-friendly props and use of green fo­liage around the store. About 65% of the en­tire store space is ded­i­cated to cloth­ing, 10-15% are used to dis­play ac­ces­sories and footwear and rest is used for “story wall” and in-store VM. Be­cause the brand be­lieves in cre­at­ing “ex­pe­ri­ence”, it makes sure that cer­tain fix­tures are slot­ted in a way that they can dis­play only a fixed num­ber of mer­chan­dises. Tak­ing the in-store ex­pe­ri­ences ahead, there are a

num­ber of in-store ac­tiv­i­ties planned to help the brand en­gage with their cus­tomers fur­ther.

Dig­i­tal in­ter­faces

The store has three dig­i­tal in­ter­faces – the video wall at the win­dow to show­case cam­paigns; the dig­i­tal screen at the “story wall” to show­case cat­a­logues; and the third screen gives ac­cess to the en­tire of­fer­ings of the brand present in their e-com­merce chan­nel. The dig­i­tal ex­pe­ri­ence is taken fur­ther ahead with the feed­back tabs, which are meant to help cus­tomer be­hav­iour. The brand truly be­lieves in not only map­ping the cus­tomer move­ment but also build­ing com­mu­nity of cus­tomers by learn­ing about their back­ground, pro­fes­sions and other fac­tors.

Tech – what’s next

Ac­cord­ing to the brand, the ex­pe­ri­ence should be seam­less ir­re­spec­tive of where the cus­tomers start their jour­ney from – whether on­line or off­line. There­fore, Va­jor will soon bring pick-up and de­liv­ery fa­cil­i­ties in both the chan­nels. The com­pany has also in­vested in a few in­fo­met­rics with a com­pany called Re­tail Pro, which will be able to de­ter­mine cus­tomer flow and move­ments.

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