Clovia, one of many premier lingerie manufacturers in India, prides itself on being 100% data-driven. The firm designs, manufactures, and sells premium vogue lingerie, innerwear, nightwear, and shapewear. Clovia’s consumer profiling mannequin processes over 150 million information factors throughout 2.eight million customers each day. The collected information is used to enhance merchandise, supply-chain, distribution in addition to after-sales.
We caught up with Pankaj Vermani, a serial entrepreneur and at present the CEO of Clovia, to get an up-close at its information science purposes.
Data Science At Clovia
Clovia sits on a treasure trove of information from over 2 million ladies that repeatedly helps designers and builders iterate on merchandise. “Today, our new product failure rate is negligible. We can launch new products with a very high degree of confidence,” he shared.
The predictive fashions assist Clovia to maintain the manufacturing agile and extremely optimised. Vermani mentioned over 80% of their stock is 45 days or much less previous.
“Further, it allows us to create ideal shelves at each sales touchpoint ensuring all our online and offline touchpoints have the most relevant inventory. Especially, as we scale offline, we have seen customer preferences (fits/sizes/price points) change from one street to another,” mentioned Vermani. The data-backed shelf inhabitants algorithm ensures Clovia has probably the most optimised stock in every single place.
Further, Clovia depends on algorithms to decide on courier companions. With 20Ok+ pin codes and completely different pricing slabs, deciding which franchise providers are the very best for a selected location is vital to environment friendly stock motion.
“It helps in ensuring we have back-to-back integrations to keep information real-time on where the parcel has reached, keeping the customer informed at all times. Alerts are also generated to notify any drops/failures,” he added.
Vermani mentioned information science had helped Clovia drive profitability in all its enterprise areas.
Challenges In Data Preparation & Analysis
When dealing with information or utilizing know-how, it’s crucial to think about the ‘human issue. “We may build excellent models, but the end-user (designers, sales teams, etc.) should be able to find it easy to use them, which remains a major challenge,” mentioned Vermani.
For instance, Clovia collects over 1,000,000 items of suggestions on merchandise a month. But for the designers, all that information will get consolidated into one information level referred to as suggestions rating. “So, they can check only one feedback score for a product or the type of pad, elastic etc., and then make decisions accordingly,” he mentioned.
The system alerts the related high quality or advertising or content material groups when it identifies an issue (high quality subject/pricing/visible illustration/design).
Clovia was launched with a imaginative and prescient to offer each Indian lady with lingerie that matches her proper. Considering the size & breadth of the nation, with altering seasons, the physique varieties and decisions differ nearly each 100 miles. “To address the vast customer base across India, the only way was advanced tech adaptation,” he mentioned.
Vermani highlighted the instruments and applied sciences Clovia integrates on the frontend & backend:
Clovia curve match check: Clovia’s proprietary match check has helped nearly 600ok ladies up to now to choose the fitting measurement. It is a fast algorithm that asks 5 frequent/visible questions to grasp prospects’ preferences and suggest the very best match and measurement. “With immense user data on each of our products (over 500K feedbacks processed monthly), our bra to user match is getting massive responses,” mentioned Vermani.
Further, these instruments are additionally utilized in costume to bra match, Bra-Bro (serving to males determine the fitting reward for his or her wives), interval tracker, fertility tracker and extra. “We have double-digit conversion rates from the users of these tools on recommended items,” he added.
Personalisation: Every click on is now being accounted for to grasp the consumption patterns.
“At the backend, we have effective tools to optimise inventory, tracking of trial to purchase ratio, sales feedback gathering, and maintaining unique size per style ratio,” mentioned Vermani.
Chatbot At Clovia
Clovia lately launched Bra-Bot, a web based AI-based chatbot. Bra-bot can perceive prospects’ wants and information them to the proper product whereas advising on the sizing utilizing Clovia’s proprietary software CloviaCurve ™Fit Test.
The initiative is a part of Clovia’s continued efforts to deliver its on-line purchasing expertise nearer to assisted offline retail expertise and assist prospects make the fitting buy selections.
“The artificial intelligence-based conversational platform for assisting customers is one of our latest innovations in creating a stellar customer experience. Clovia is accessible to customers not only through its website, on-call customer service, and app, but also through direct engagement via Whatsapp to make the overall experience smooth and effective, and time-efficient,” mentioned Vermani.
Clovia’s buyer engagement on social platforms has been strong by way of the years.
The bot can even deal with a bunch of points, from serving to with a purchase order to updating order & supply standing to providing steering on insurance policies, FAQs, or measurement strategies.
“The response to the Bra-Bot has been exceptional with almost two lakh customers engaging with it within 30 days of launch. The bot is currently handling over 35% of customer queries automatically, and the rest are being seamlessly passed on to a support executive. The customers have shown a strong inclination to interact over WhatsApp more than calls,” mentioned Vermani. Clovia has plans to improve the bra-bot to converse with the purchasers primarily based on their buy historical past and looking patterns to make the purchasing expertise extra personalised.
Interestingly, prospects from tier II & III cities lean in the direction of Clovia’s instruments than Tier I prospects.
Clovia has a considerable buyer base, and the corporate expects the quantity to double subsequent yr.
“We are progressively continuing to foray into new product lines using the same problem-solution approach. We aim to scale comfortably across geographies and product lives as our data analytics and predictive models will help us keep our working capital investments well-optimised and risks under control,” he mentioned.
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