Aditya Birla Group’s newn venture abof.com (all about fashion), an online one-stop fashion portal for apparel, footwear and accessories for men and women, wants to differentiate itself. It wants to customise the shopping experience for its consumers, keeping in view individual choices and tastes.
Abof.com, a fashion brand for clothing, footwear and accessories targeted at the millennials, is seeking to redefine the online shoppers’ experience by showcasing personalized and curated shopable content that is customized to the tastes and interests of the individual.
“Apart from adopting a tone of voice and visual language which we believe will connect with them better, we have gone one step further to deliver personalized shopable content to our customers based on their information, real-time behavior and preferences. Our ‘What’s Hot’ section is in fact the landing page of abof.com which defines our commitment to inspiration and discovery based commerce,” Prashant Gupta, president & CEO, abof.com said in a statement.
Abof.com has chosen to innovate in the presentation of user experience, design of the website and selection of merchandize. This is via fashion content, style tips, trends and fashion news, which combines the picture-led approach of Instagram with Twitter-like shopable stories. This approach may seem chaotic to a mature audience, but abof believes that their millennial consumers connect with this approach comfortably.
Abof begins its engagement with its customers right from the start with a unique style quiz that helps understand the persona of the consumer and the style preference. Based on this information, abof customizes its ‘What’s Hot’ section to deliver more accurate, relevant, and personalized content that truly matters to them.
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