Van Heusen Store Digitization

Van Heusen worked with Fountainhead Digital MKTG to amplify options for store customers across entire ranges of garments, payment methods and even delivery through Interactive multi-touch screens.

Client

The world-renowned brands Van Heusen and Louis Philippe are an initiative of Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle in India. They are among India’s top menswear brands across the segments of formal, smart casual and casual apparel.

Objective

The brands have the largest retail footprint in India while also commanding a strong loyalty from customers in line with their respective positioning – “The Upper Crest” and “Power Dressing”. ABFRL’s omnichannel strategy believed in the premium edge technology could bring to the shopping experience while increasing sales and delivering value to the retail outlets. That sounds like a job for the Texperientialists.

Work

As part of their omni-channel business strategy, Louis Philippe and Van Heusen worked with Fountainhead Digital MKTG to create an inventory segregation and display system that allows store customers to access the entire range of a particular garment category from the corresponding section in the store through Interactive multi-touch screens. The screens also showcased the latest from the brands’ social feeds and tips to mix and match the products from that category with others and thus, upsell and lead the customer through a journey from one category to the next.

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