Paul Writer launches SAP Think Tank , 
Video interview series with Head of Sales highlighting best practices
Anuj Mittal
Chief Business Officer
Zovi.com
On your organization’s approach from ‘selling to customers’ to ‘helping customers buy’…
We are actually moving to a state where we are having our customers help themselves. This we’re doing with this program that we’re launching, in fact we’re beta testing it right now, called the “you pick, we make program” where even before we manufacture a new product we put up the sample online and ask our loyal customers to come back and vote on it. Only those products which get a very very high rating on the designs, on the customers liking them do we actually put them into manufacturing so this for one involves the customers in the design process itself, it is a design which is relevant for them and it also helps us to sell the same product to other customers because now we have a good sense of that if these customers like them then there are very good chances of other customers also liking them. It also helps us to do away for all the products which the customers have not voted for which ensures that the site is only selling products which will make the customer look good. Which is not a small benefit. You know then why by fashion, you buy fashion because you really want to look good and what gives you the confidence to buy online if the site is not able to somehow make you feel that this is something that you can trust and be sure that it is going to work for you. So that is one significant aspect that we have been working on. Apart from that the other thing we have been doing is ensuring that we make in very small batches which is kind of a promise to you that what you will wear is unlikely to be seen by anybody else wearing the same. So uniqueness, scarcity of the product being available, fast fashion, extremely high quality because every single garment that we make is inspected minutely to ensure that the product is right and prices which are a steal for the kind of garment that we are giving out. So thats where we take care of the “helping customers buy and using the customer’s help to sell” as well. The other aspect that we are working on is what interferes when the customer is having a great online experience when they are buying, what are the places where they fall off, what are the places which irritate them, what distracts them while they are buying. So we are looking at all of this on a very very white paper kind of an approach and we are working on the next generation of user interface which will make the entire buying process a pleasure for the customers.
“So uniqueness, scarcity of the product being available, fast fashion, extremely high quality because every single garment that we make is inspected minutely to ensure that the product is right and prices which are a steal for the kind of garment that we are giving out.”
