Zivame is India’s largest online lingerie store featuring over 5000 lingerie styles to choose from for women. The vast collection comprises of over 50 national and international brands like Enamor, Wonderbra, Triumph, Ultimo, Lovable, Plié, Jockey, Amanté, Bw!tch, Curvy Kate, Hanes and many others with more than 100 sizes to choose from.
Based out of Bangalore, Zivame started operations in August 2011 and in 1 year of operation; the company has seen an overwhelming 50% plus month-on-month growth. Zivame has seemingly become the preferred lingerie destination for the women across the country.
The following were noteworthy targets of Zivame.com:
- To make lingerie shopping easy and private for women in India.
- To bring out a fundamental change in current customer behavior since reaching out to· women in India is difficult as most of the net users are men.
- To make a strong consumer connect through social media by providing interesting· clutter breaking content.
Promoting through online networking is the next “in” technique. Zivame chose to tap their potential target audience (women) between the age group 20-35 plus years utilizing online networking. They work towards making their presence felt on the social networking site Facebook through regular online posts so as to net different promotions over Facebook. These online posts with photographs are developed based on the interests and purchase behavior of women with relevant ads and messages. The photograph promotions showed up as news feed upon the desktop and at the right side section of the Facebook page. These photograph promotions were truly alluring and it constrained individuals to tap on them. Hence, with various promotional strategies through sponsored Facebook ads and notices, the company has been able to influence their target audience with enticing deals.
Images have more effect on individuals over just content. Zivame posted numerous appealing photographs of their product line which constrained their target audience to navigate. The Facebook page and ads have links to all the deals which direct the customers directly to the website. Inquiries from guests were responded expeditiously. This helped individuals to build up a holding with the brand. What also seems to have worked wonderfully for Zivame was its approach to its product line and enabling their customers to choose the right fit. The company doesn’t just focus on selling lingerie but also work relentlessly towards educating them about the right fit. With offerings like ‘Try at Home’, ‘Fit consultant’, ‘Discrete Packing’, ‘ Fitting Lounge’ they have made the whole experience of shopping for lingerie more comfortable for women in India. Their website has proprietary content on the site that educates women on what a right fit should look like. They also provide their customers with an experience to chat with product experts. While buying a product one can also talk to a customer executive on a whim to clarify their doubts. Not just that all their customer care executives are women, so when a woman customer and the customer representative meet over the phone, it makes it easier for them to talk about the problem, or dissatisfaction with their sizes. Zivame has made a difference in understanding women’s needs. Sensing that women are hesitant to elaborate on their problems in an over-the-counter transaction, Zivame provides all possible support to help the woman discuss their problems.
The Zivame team proactively approaches customers who just browse through their website and don’t make any purchase. They treat every abandoned cart like a potential purchase, hence when a visitor abandons a cart at zivame.com, they do not just get a general retargeting email. Every potential customer receives a set of three personalized emails, that contain their personal cart content plus a set of personalized product recommendations, which is based on that visitor activity on the site.
In India, lingerie shopping has always been confined to physical retail stores where a· woman can try a product before making a purchase. Zivame.com came as a breath of fresh air by providing an alternative by offering a wide range of products to choose from, competitive prices, easy to return policies and most importantly having the comfort of trying the products with ease at home. The website is user friendly which increases customer involvement. One can easily· browse by category, brand, color, size. They also provide with detailed illustrations, images and descriptions of the product Links are furnished alongside the news feeds over subtle desktop and mobile devices· which help individuals to tap on the links specifically for further information. This serves to expand the activity to the site.
Credits: afaqs.com, barilliance.com, brandsguru-in.blogspot.in, techstory.in, zivame.com, fashionunited.in, adgully.com, thisweekbangalore.com, facebook