THE Solution

1. Refining Targeting for Scalable Growth:

• Dhruv Kapoor’s high-AOV collections, ranging from $360 to $3000, cater to the top 5% but previously they were reaching a broader, less relevant audience. By leveraging OSIDE luxury audience insights, we refined the targeting to focus on key factors like income, job profiles, location, and interests. This more targeted approach allowed us to connect with the right audience, driving better engagement and aligning perfectly with the brand's luxury positioning.
• Personalized Purchase Support via WhatsApp: Recognizing the need for a more hands-on approach, we redirected customers to WhatsApp for personalized assistance throughout the purchase journey. This offered customers full access to services, multiple payment options, and helped reduce friction during the buying process.
• Automating Cart Recovery to Capture Drop-Offs: With significant drop-offs during the checkout process, we identified the opportunity to recover lost sales. Automated WhatsApp messages were set up to re-engage customers who abandoned their carts, offering personalized follow-ups and assistance to guide them through the purchase process.
• Leveraging Celebrity Endorsements: While many celebrities already wore Dhruv Kapoor’s designs, the audience wasn't aware of this aspirational connection. By showcasing these endorsements in our communications, we made the brand feel more aspirational to customers, boosting its desirability and connecting the audience to the brand’s elite status. Highlighting these celebrity associations created a stronger emotional appeal and aligned the brand with a premium lifestyle.
• Capitalizing on COD Preference: (COD) is a significant preference in India, with 60% of Indians opting for it, and 30% of them being luxury buyers. Offering COD as a payment option will lead to an expected 10-15% increase in sales. To manage this, we introduced automated WhatsApp confirmation for COD orders, an OTP verification process via email or phone to authenticate the transaction, and restrictions on high-risk locations known for high RTO (Return to Origin) rates. Additionally, we incentivized prepaid orders to further reduce the incidence of RTO and encourage more secure transactions.

2. Targeted International Expansion:

• Identifying top 5 markets - With international traction being low, we focused on setting up international markets maintaining free global shipping, and distinguishing these markets from the Indian market. This strategy aimed to drive better engagement and revenue from global customers.
• Website Redesign for International Optimization: The website wasn’t optimized for international visitors, so we revamped the UI/UX to improve the shopping experience, including features like country-specific currency options, faster load times, and a design that better suited global customers.

3. Automating Operations for Efficiency:The brand’s processes were previously manual, leading to delays, errors, and customer dissatisfaction. We implemented automation tools for inventory management, order fulfillment, and customer communications. This streamlined workflow reduced human error, sped up order processing, and improved customer satisfaction, allowing the team to focus on strategic growth rather than operational tasks.

4. Launching Kapoor 2.0 -Kapoor 2.0 offers a unique opportunity to tap into a broader market. The new line builds a compelling narrative that resonates with both existing customers and a younger, aspirational audience. By implementing optimized e-commerce features such as product add-ons, urgency prompts, and cart incentives, we aim to increase conversions and drive sales. Additionally, at this lower price point, gift-giving becomes a key driver, making Kapoor 2.0 products a popular choice for customers looking to gift high-quality fashion to friends and family.

THE IMPACT