Salesforce (NYSE: CRM) collaborated with House of Anita Dongre (HOAD), one of India’s leading fashion houses, to digitally transform its marketing, e-commerce, and service processes delivering an integrated offline and online experience for its customers. House of Anita Dongre will leverage Salesforce Marketing Cloud, Salesforce Digital Engagement, Salesforce Commerce Cloud, Salesforce Service Cloud and Tableau, connecting data to create a unified view of the customer journey.
Today, the House of Anita Dongre is synonymous with Indian craftsmanship and modern global designs. The company has several distinct brands – AND (western wear), AND Girl (for a younger clientele) Global Desi (ethnic wear), Global Desi Girl, itse (value based ethnic wear) Anita Dongre (bridal, couture prêt, menswear), and Anita Dongre Grassroot (organic clothes).
By leveraging Salesforce Marketing Cloud, House of Anita Dongre has united all its engagement platforms around the customer. Salesforce Commerce Cloud optimizes the e-commerce experiences across AND, Anita Dongre, and Global Desi websites, while also enabling the business to drive more customers into retail stores.
With Salesforce Service Cloud, agents can view the customer’s complete purchase and service history on a single screen to resolve their queries quickly. Customers can also select digital service through messenger and chatbots, enabled by Salesforce Digital Engagement. House of Anita Dongre also leverages Tableau, the analytics platform of Salesforce, for real-time inventory management and sales forecasting. With Tableau dashboards as a single source of truth – the business has a clear view of stock levels and customer consumption patterns, while making everyday business decisions with agility and deepening customer engagement through tailored marketing campaigns.
Kavindra Mishra, MD & CEO, House of Anita Dongre said “The pandemic pushed us to reimagine our marketing strategies, challenging us to innovate on elevating the customer experience. With Salesforce, we’re able to reach the customer where they are. Whichever platform our customers visit – be it our website or our offline stores – we can offer them a seamless omni-channel experience. With Salesforce, we’ve seen a 38% increase in average transaction value with SMS campaigns”
Arun Kumar Parameswaran, MD – Sales, Salesforce India, said “Understanding the consumer is imperative in today’s digital first world, where instant gratification, convenience, and customisation are crucial in the product and customer journey. Technology undoubtedly plays an important role and we are excited to be a part of this journey with the House of Anita Dongre engaging, marketing and selling to consumers directly.”
House of Anita Dongre (HOAD) is one of India’s leading fashion houses with four distinct brands, 267 exclusive brand stores, and 789 multi-brand stores across the country.