Client

One of India’s largest kitchen and home appliances companies.

Background

The client relied heavily on traditional, offline channels for sales. Sales volume from the online channel was very small and came mostly from marketplaces.

Challenge

Changing lifestyles, evolving buying patterns and aggressive competition – both online and offline, impacted revenues.

Solution

Route 16 developed a separate e-store for the client. We integrated critical functions to give the client a single, 36O-degree view of its ecommerce operations.

There were two key aspects to the design:

• An integrated ecommerce demand and distribution management centre:

  Customer support – voice, email, chat, logistics
  Digital and social marketing
  Ecommerce technology
  Planning
  Channel management
  

  The customer support unit not only responded to queries related to order status, but also played a key role in helping online conversions.

• A redesigned website that made online buying smooth and easy.

  The e-store was redesigned to make the customer experience friendly and online buying easy. It provided real-time connectivity to inventory data at each of the warehouses.

  6O,OOO pin codes were mapped for delivery timelines, serviceability and AMC renewal.

  A single dashboard provided a 36O-degree view of the status of orders.