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 E retail - Zivame and Clovia

1. E - Retailing Assignment 3 - Group 8 PRN No - 17050143053 17050143062 17050143079
17050143089 17050143067
2. Table of Contents - 1. About the two brands 2. Vision Statements 3. Product Assortment 4.
Pricing Strategy 5. Distribution 6. Return Logistics 7. Loyalty Program 8. Visual Merchandising
9. Packaging 10. Magazines 11. Online Promotion 12. Segmentation, Targeting and Positioning
13. SWOT Analysis
3. About the two brands - About Zivame: Zivame was founded in 2011 with the vision of helping
women uninhibitedly shop for intimate wear. On their way they saw power in the idea and how
it helped women break norms They first started with online sales and have now moved to click
and mortar model of e-commerce. All their ideas and innovations are driven by ideas that
weren’t thought of before. For the FY17, Zivame recorded net sales of Rs 52.9 crore. About
Clovia: Clovia was founded in February 2013. Its founder and CEO is Neha Pant and Pankaj
Vermani.They deal with female lingerie, sleepwear and swimwear. Clovia just has online sales
and no brick and mortar store as of now. They registered a revenue of Rs 30 crore in the FY17.
4. Vision Statements - Zivame - To Offer Every Woman the Confidence, Comfort & Choice She
Deserves Confidence is sexy and we want to help women find it, wear it and be it every day. At
Zivame, we reinvent lingerie, We reimagine outerwear, We rethink design innovation And
spend hours creating every single piece to make a woman feel beautiful in seconds. Clovia -
It’s the first to go on and the very last to come off. And in between, it slips into many roles.
From naughtily winking at strangers, to being your most loyal and ardent supporter.
Accompanying you on your most memorable adventures, and taking their most intimate secrets
safely back to the closet. Yes honey, it is your lingerie we’re talking about.
5. Product Assortment - 1. Lingerie 2. Nightwear 3. Activewear 4. Shapewear 5. Swimsuits 6.
Beachwear 7. Apparels Zivame, primarily a lingerie brand, has a large variety of product
categories catering to all types of clothing needs ranging from Activewear and swimwear to
Apparels.They have classified all their product categories into approximately sub-categories
like style, preferences, collections and brands, for the convenience of the user.
6. Product Assortment - 1. Lingerie 2. Nightwear 3. Bridal Collection 4. Apparels Clovia, as
compared to Zivame, has slightly lesser number of options in terms of product assortments.
However, the subcategories for Clovia in each of the product categories is more well defined
like, style, fabric, pattern, offers and much more.
7. Pricing Strategy - The Pricing Strategy for Zivame, is extensive as they have products
ranging from Rs. 200 to Rs. 2000+. The pricing strategy is more on a premium side. However,
they do have several offers and discounts.
8. Pricing Strategy - The pricing strategy for Clovia on the other hand has a more mass market
appeal. While they do have a wide range of products from all price categories, most of the
products fall between the range of Rs. 300 to Rs. 1000. However, the vast range of offers and
discounts that they have to offer seem to be the primary proposition, especially because
filtering the search results according to the price is not even an option.
9. Distribution - Zivame - The brand promises to dispatch orders within 24 hours of the order
placements. Orders above Rs. 995 are shipped for free, and orders below that range are
charged a nominal delivery fee of Rs. 49. The brand also promises to deliver the orders within
2 to 3 working days to all major cities and 12 to 15 days for other locations. Clovia - The brand
offers free shipping for orders above the billing value of Rs. 749 and with a nominal charge of
Rs. 39 for orders below Rs. 749. The brand does not make any promises on how soon the
products can be delivered. They do however assure that they will try to dispatch the
merchandise within 24hrs of receiving the order. Both the brands, promise to pack the products
in a discreet manner with plain packaging so that the contents of the package are not disclosed
to anyone but the customer. In terms of the refund policy, Clovia is more flexible as they allow
refunds in various different formats, be it bank transfer, or brand wallet. On the other hand
Zivame credits the refunded amount in the form of Zcoins which can only be used with Zivame.
For Cash refunds, special requests have to be made separately which is a much longer
process.
10. Return Logistics - Zivame has an elaborate guideline for returns, available in two ways, pick
up and self ship (Customers are reimbursed with 100 points for shipping). The products needs
to be returned within 15 days of delivery and should be above Rs. 200 of value. Also, exchange
is possible only once and only for sizing options. Clovia allows returns with refunds, which have
to be initiated within 15 days of delivery. The merchandise has to be unused with the tags
intact. The brand facilitates pick up returns. The brand has no specific minimum value
mentioned for facilitating returns of exchanges. Both the brands however, do not allow returns
of exchanges of some products due to intimate hygiene reasons. And both the brands have a
disclaimer clause stating that the return exchange procedure would be cancelled if the products
are found to be used, washed, in damaged condition or missing the tags.
11. Loyalty Programs - Zivame: The loyalty program is called “The Circle Of Radiance” . In the
Circle Of Radiance, they offer rewards based on the customers’ total Purchase Value. So, the
benefits keep getting better as they go higher up! *Purchase Value = Sum (all valid order totals)
- Shipping Fees & COD Charges whenever applicable. There are 3 circles - Bronze, Silver &
Gold. A customer is allocated to a specific circle based on their purchases in the past 12
months as follows: CIRCLE PURCHASE VALUE BRONZE ₹ 2,000 - ₹ 4,999 SILVER ₹ 5,000 -
₹ 9,999 GOLD > ₹ 10,000
12. ZIVAME - Loyalty Program - When Will a Customer Move Up A Circle? ● When they make
a new purchase, and the updated purchase value (after delivery) falls into a higher circle. What
Happens Once They Move Up A Circle? ● They are entitled to all the exclusive benefits of the
higher circle ● The start & expiry dates get reset ● New start date = date of upgrade ● New
expiry date = one year from the start date CLOVIA DOES NOT HAVE ANY LOYALTY
PROGRAM
13. Visual Merchandising- ● Very premium colour scheme used. ● 2-click registration ● Can
continue as a guest and add products to cart, login later. ● Very well segmented in terms of
items that they sell. Separate horizontal panels for each category showcasing their best
products to create clicks. ● No special offer in case a person signs up for the first time by
clicking on the ‘Sign me up’ option. ● No ‘sign up’ pop-up when a person visits the site for the
first time. ● Major buttons are horizontally placed. ● Clean, organised product descriptions that
allow prospective buyers to zero-on the products that they exactly need.
14. Visual Merchandising- ● Very cluttered first-screen. ● Instant gratification with an offer
coupon when a person lands on their website and signs up. ● The website is not very visually
appealing with horizontal panels being divided into two, having different categories. Divides the
attention. ● Best products not displayed on the front-page. ● Very well written descriptions and
also an option to request for a size if unavailable. ● Drop-down filters while browsing for faster
search. ● A personal boutique made on the basis of site activity. ● Customer testimonials
added but it is upon scrolling down a lot.
15. Packaging - CLOVIA: ● Delightful Packaging: Clovia doesn't just ship out orders, it sends
out gifts - wrapped to perfection to do justice to the contents of package ● Discreet Packaging:
Clovia knows how to keep your secrets. Our packages are protected and concealed in bubble
wrap, and the invoice does not list the contents of the box. ● Gifts: For lucky few every month,
Clovia will send one of its collectibles - a gift, within a gift, along with the order. ZIVAME: ● You
can feel safe having a Zivame shipment sent to your home or work address. All orders are
dispatched in discreet and office-friendly plain packaging. ● We ship your orders in plain brown
boxes or generic white poly bags. ● Our shipping label does not mention the product
names.Your purchase is safely packed inside the box with original brand packaging.
16. Magazine and blogs on Zivame and Clovia - Both Zivame an Clovia have their blogs and
magazines on their website but the layout of both is different - For CLOVIA all blogs are on one
page and it becomes difficult to decide which to read as all the blogs are scattered all over the
place and the headings of the blogs are as follows: ● How to’s: Legit tips for making your
swimsuits last longer ● Lingerie: Know the difference between matrenal bra nd normal bra ●
Pink diary: The duchess of sussex and her lace bra ● Buying guide: One size doesn't fit all ●
Different types of fabric for apparels ● Your go to guide for what to wear under white clothing
For ZIVAME(Follow my curves) the blogs are more sorted under broad categories which makes
it easy to decide which forte we want to read about. The broad categories are: ● Fashion ●
Lifestyle ● Fitness ● All about fit ● What's trending
17. Online Promotions-
18. Strategy Adopted for Online promotion - Zivame chose to tap their potential target audience
i.e women between the age group 20-35 plus years utilizing online networking. They work
towards making their presence felt on Facebook through regular online posts so as to net
different promotions over Facebook. These online posts with photographs are developed based
on the interests and purchase behavior of women with relevant ads and messages. The
photograph promotions showed up as news feed upon the desktop and at the right side section
of the Facebook page. These photograph promotions were truly alluring and it constrained
individuals to tap on them. Hence, with various promotional strategies through sponsored
Facebook ads and notices, the company has been able to influence their target audience with
enticing deals.
19. Implementation: Images have more effect on individuals over just content. Zivame posted
numerous appealing photographs of their product line which constrained their target audience
to navigate. The Facebook page and ads have links to all the deals which direct the customers
directly to the website. The company doesn’t just focus on selling lingerie but also work
relentlessly towards educating them about the right fit. With offerings like ‘Try at Home’, ‘Fit
consultant’, ‘Discrete Packing’, ‘ Fitting Lounge’ they have made the whole experience of
shopping for lingerie more comfortable for women in India. Their website has proprietary
content on the site that educates women on what a right fit should look like. They also provide
their customers with an experience to chat with product experts. While buying a product one
can also talk to a customer executive to clarify their doubts who are all women, so it makes it
easier for them to talk about the problem, or dissatisfaction with their sizes. Zivame has made a
difference in understanding women’s needs. Sensing that women are hesitant to elaborate on
their problems in an over-the-counter transaction, Zivame provides all possible support to help
the woman discuss their problems.
20. The Zivame team proactively approaches customers who just browse through their website
and don’t make any purchase. They treat every abandoned cart like a potential purchase,
hence when a visitor abandons a cart at zivame.com, they do not just get a general retargeting
email. Every potential customer receives a set of three personalized emails, that contain their
personal cart content plus a set of personalized product recommendations, which is based on
that visitor activity on the site. Results: In India, lingerie shopping has always been confined to
physical retail stores where a·woman can try a product before making a purchase. Zivame.com
came as a breath of fresh air by providing an alternative by offering a wide range of products to
choose from, competitive prices, easy to return policies and most importantly having the
comfort of trying the products with ease at home. The website is user friendly which increases
customer involvement. One can easily· browse by category, brand, color, size. They also
provide detailed illustrations, images and descriptions of the product, links are furnished
alongside the news feeds over subtle desktop and mobile devices· which help individuals to tap
on the links specifically for further information. This serves to expand the activity to the site.
21. Online Promotions-
22. Influencer Collaborations -
23. Goal: Reaching women in mobile - Clovia wanted to help women feel comfortable enough
to buy lingerie (which is highly personal) on mobile. It wanted to find a digital platform that
could boost its EOSS by at least 10%. The company wanted to experiment by using Instagram
adverts for the first time, with the aim of reaching its core TG: 20 to 45 yr old women in India.
Execution: Using Instagram’s visual aspects to showcase their products in an aesthetic and
appealing manner, accompanied by a short copy and a strong CTA urging consumers to act, as
the brand had a focus on conversions.Clovia segmented their audience based on age and
location in metropolitan cities, and clicking on the ‘Shop Now’ button directed users to their
website, helping Clovia track conversions. Results: Clovia’s Instagram campaign ran for three
months, from February to April 2016, and helped the brand achieve their goal with a
significantly lower CPA. Strategy adopted for Online promotions: INSTAGRAM
24. Branded Content: Clovia & Ixigo video - Clovia collaborated with Ixigo to stimulate the
playful curiosity that surrounds a honeymooning couple’s belongings with a quirky video that
shows us ‘must pack items for a honeymoon.’ Right from the staple selfie stick and digicam, to
sunglasses and whatnots, it moves on to perhaps the most important part of honeymoon
packing. Lingerie! The brand aims at igniting conversation that eventually leads from Clovia
stores, to the bedroom by revisiting the honeymoon ‘phase’ and the excitement that it brings
with it. The campaign video with its quirky take clicked with digital audiences as it quickly
received more than 200k views on Facebook, and 100 shares on Clovia’s official page, and
went on to receive 45k views and 100 shares on Ixigo’s official Facebook page.
25. Lingerie Talk with Neeti Palta - This digital campaign by Clovia makes fun of the women's
innerwear scenario in India even as it promotes it online, it features copywriter-turned-
comedian Neeti Palta. The campaign fuses humour with social commentary in an attempt to
generate relatability with its TG of women in the age group of 22-35 with an annual income of
Rs 4 lakh. Palta, in a series of four videos, touches upon topics such as buying bras from
awkward male shop owners, highly priced inner wear, sizes and the social stigma over
women's inner wear. The campaign was promoted on various social media platforms.
26. STP of Zivame - Positioning ● Wide range of product ● Something for everyone ● One stop
solution to all your lingerie problems ● Offers and gifts on different occasion Segmentation
Demographic factor - , age - 18 +, gender - Females, Geographic factor- Metropolitan cities,
behavioural factors(fitness & shapewear), occasion(bridal wear,swim and beachwear) Targeting
● Female of age group 18 - 45 ● Upper class tier 2 and tier 3 cities
27. STP of Clovia - Positioning Low pricing, wide range of product, offers and gifts on different
occasion, new customer acquisition is very high. Segmentation Demographic factor - , age - 18
+, gender - Females, geographic factor- metropolitan cities, behavioural factors, occasion
Targeting Female of age group 18 - 45, middle and upper class customer, tier 2 and tier 3
cities.
28. Swot of Clovia - Threats04 ● Cash Flow ● Deliveries ● Narrow product category ●
Competitors Opportunities03 ● Retail stores ● International expansion ● New acquisition ● Tie
- up with brands Weakness02 ● Less variety ● No other brands except for Clovia ● Delay in
Delivery ● Low quality products Strength01 ● Offers ● Pricing ● Private mode ● Consulting
service
29. Swot of Zivame - Threats04 ● Entry of new competitors as no barrier to entry ● High
customer acquisition cost ● Narrow product category Opportunities03 ● International
expansion ● Tie - up with industry leaders ● Introduce men’s wear and add more brands and
verticals in women wear Weakness02 ● Tiring return policy ● Supply chain management issues
● Less In - house products Strength01 ● Non - descriptive discreet packaging ● Online privacy
● Fit Consultants service ● Premium brands are also available like Enamor, Amante
30. THANK YOU

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