‘Pomelo’ fashion brand with Omni Channel marketing strategy
When thinking about Startup, many people think of serious business-like Fintech, Agritech, Medtech, Cleantech or the Supply Chain. But, a fun lifestyle business-like fashion, there is a successful start-up that painted new colors for the industry as well. And this article, we will get to know Pomelo, one of the successful and world-renowned Asian fashion e-commerce startup brands. Through the telling of a young Korean man, David Jou CEO & Founder from Techsauce Global Summit 2519 ago
Back about 6 years ago, Pomelo Fashion was established in Thailand in 2013 as a fashion brand online that currently sells throughout Southeast Asia and ready to ship to over 40 countries around the world. That focuses on clothing for working women who like to dress in Korean style.
David said that the most exciting thing in this business is being a fast-growing business with the perfect combination between creative, data and technology. He said that the most important thing is understanding customers. Today, there are many ways to collect information, collect comments from customers but we must do an innovative and interesting way. Don't do as others do. Doing something that is your own unique way is another way to build stronger brand value.
Even though Pomelo focuses on online sales but with the understanding of the nature of the physical contact fashion business like touching the fabric, the actual experiment is very important. Pomelo, therefore, has a storefront to support this. David said that the storefront is breaking the wall between online and offline. He considered the store to be a physical extension of the app or an app's tangible extension. Because every part is a marketing mix and is a connected experience, called the omnichannel marketing strategy.
Applications and store pages work together but do different functions. The app performs better in product discovery than the brand. Can put unlimited product information on every app, every color, every color, and customers can choose the product that is easier, faster, because the app has a function to facilitate convenient, such as filters, select only the color model, size that is easily needed. He compares that if we want to buy a shirt, one long pants and then another hat. Imagine how long it would take if we had to chase each piece until we were able to get the three pieces that were most satisfying. It may take three hours or almost all day. While choosing to find products through the app may take just half an hour!
Therefore, Pomelo's storefront has different concepts. Because the store does not perform the main function of the product displayed but acting as a point to try the product to allow customers to come to experience the product and try the product on their own first, that is what is right for him. Before deciding to buy. Apps and storefront work seamlessly. When the customer selects the desired product on the app successfully, can specify when and where she wants to try the product on the day of the appointment, all products that have been selected will be waiting at the branch or point of the specified product so that the customer can try it without having to waste time. And finally, customers can decide whether to buy or not to buy any products. David said that this is another way to build confidence for customers. Including reducing the return issue. The online fashion business faced a 30% return rate, which is the highest return business in the e-commerce world.
David reiterated that Pomelo did not focus on promotions or discounts. But focus on creating and developing better products and creating the best customer experience that is right for customers. Because he believes that it is a more sustainable strategy.
Another story that Pomelo has an interesting idea is sustainability concept. Because they understand the fashion world that the trend comes and go quickly. Consumers buy clothes frequently and easily bored. In front of the store, there is a point for donating clothes to be donated or recycled, which depends on the condition of each product. Some models have a QR Code, which can be used with apps that have on-demand menus to pick up unwanted clothes for donation or recycling. In addition, the brand also selects materials and used in packaging as well.
In summary, Pomelo's Omni Channel marketing will be an online and offline connecting wheel drive from app downloads. Selecting to view products and requesting to try products via the app. Going to try the products at the store and buy the products you like. Which all lead to many customer data. The information that has resulted in the continuous improvement of the product. When the product is better will lead to sales and maintaining a stable customer base. Making it possible to produce more products. When producing more, the cost per unit is reduced, causing the selling price to decrease accordingly. When the price drops, it can sell more and then loop back into the loop to get customer information into product development as the cycle continues.
No matter what business you do, if you understand and can find new ways to solve problems for customers to deliver better products and best experiences. That business can be successful as Pomelo as well, but if anyone has a good business idea but still lacking funding, don't just take it off. SCB is happy to give advice and support your good business ideas.