Data-focus helps Clovia optimize investments and control risks

One of India’s the premier lingerie brands, Clovia claims to have negligible rate of new product failure. The brand can launch new products with a high degree of confidence, affirms Pankaj Vermani, CEO. It recently launched Bra-Bot, an online AI-based chatbot which guides customers to the correct product while advising sizing Clovia’s proprietary tool CloviaCurve ™Fit Test.

The bot helps customers make their purchase besides updating order and delivery status for brands to guide them on policies, FAQs, or size suggestions. The response to this chatbot has been exceptional with almost two lakh customers engaging within 30 days of launch, Vermani told Analytics India Magazine. The bot currently handles over 35 per cent customer queries automatically, while the rest are passed on to a support executive.

Right product for every customer

A 100 per cent data driven brand, Clovia was launched with a vision to provide right fitting lingerie to every Indian woman. The company manufactures and sells premium fashion lingerie, innerwear, nightwear, and shapewear. Its user profiling model processes over 150 million data points across 2.8 million users daily. This data also helps Clovia adopt a highly agile and optimized manufacturing model.

Clovia also regularly updates its inventory. Around 80 per cent of its inventory is less than 45 days old, informs Vermani. This allows the brand to serve all its online and offline touchpoints. The offline stores regularly update price, fits and sizes with data-backed shelf population algorithms. Algorithms also help Clovia choose its courier partners. The company chooses its franchise services from over 20,000 pin codes and different pricing slabs, which helps it ensure back-to-back integrations to gather information on current location of their shipped goods, adds Vermani.

Handling data with a human touch

Clovia advises brands to consider the human factor while handling data or using technology. Vermani says, the end user should be able to locate the data easily. Clovia consolidates all its data into one data point called feedback score which enables designers to check a single feedback score for a product and make decisions accordingly. The system also alerts quality or marketing or content teams on identifying a problem.

One tools that Clovia integrates at the frontend and backend is the Clovia curve fit test which has helped almost 600,000 women so far to pick the right size. Clovia has had a robust customer engagement on social platforms over the years. The brand is accessible to customers not only through its website, on-call customer service, and app but also through direct engagement via Whatsapp. It aims to double its customer base next year by foraying into new product lines. Its data analytics and predictive models will help the brand optimize its capital investments and keep risks under control, concludes Vermani.