abof.com posts Rs 100 crore Gross Merchandise Value (GMV) within 90 Days of launch

Aditya Birla Group's online fashion portal abof.com has clocked an annualized gross merchandise value (GMV) of INR 100 crores within 90 days of launch. abof.com – all about fashion, the fashion ecom portal from the house of Aditya Birla Group is a one-stop-shop for the millennials offering apparel, footwear and accessories for men and women went live in mid-October 2015. The brand serves 6000 pin codes catering to 500+ cities in the country.

 

abof.com claims reaching several industry first milestones after its launch in October last year. These milestones includes 15% return as compared to 20-25% industry standard in return orders, more than 20% orders from repeat customers in such a short time span, largest private label range with over 1200 products available on the platform of its own brand abof, abof branded merchandise contributes to 40% of total business.

“We take great pride in being India’s first fashion portal to significantly upgrade the online shopping experience for our customers though our curated collection, proprietary fashion content and advanced technologies which are amongst the world’s best,” said Prashant Gupta, President & CEO, abof.com. “The Topline we have achieved in our first quarter of operation is very promising and is validated that our TG is resonating with us completely and that we are on the right track.” he added.

abof attributes this to three key strategies which have helped the company reach the INR 100 Crore mark. First is sharp segmentation and focused targeting. The glam-led platform is targeted at millennials and offers latest styles, personalized fashion content and style tips. The highly curated multi-brand portal offers the trendiest looks of the season through its own brand ‘abof’ and selected products from handpicked brands. The personalized fashion feed ‘What’s Hot’  has very high consumer engagement, e.g., nearly 10 min of time spent by every visitor. Second is best of breed technology which includes best tech partners and also introduced one of its kind features like 3D trial room and visual search. Third area is Customer Experience. abof treats its customers like celebrities and has designed its CX to enrich their experience at every one of more than 50 touch-points. abof uses premium packaging and offers superior delivery services like delivery across 365 days a year (including Sundays and holidays), refund on pick up, spot exchange and many more.