Clovia to use omni-channels to rope in customers in smaller cities

Online lingerie brand Clovia will now be focusing on Tier II and III cities as it has realised that 60 per cent of its sales came from here. To target customers in these cities, the e-commerce site will come out with new products and designs based on customer feedback from these cities. The cities and towns where Clovia has seen good demand include: Panchkula, Udaipur, Vellore, Bareilly, Siliguri, Dibrugarh, Alwar, Bhatinda, Agra and Nagpur. As Pankaj Vermani, CEO, Clovia points out, these Tier II and III cities are where the next wave of internet growth will take place.

The new products to be launched include lounge wear, teenager wear, nursing wear for new mothers and yoga wear. Prices will remain more or less the same. The demand has increased in these cities because a large young population now inhabits them and local lingerie sellers have limited choices. For e-tailers, these cities are simply ideal the young are waiting to get various options.

Clovia has also set up ‘stop and shop’ stores at eight major airports in the country. This is helping it to understand customer preferences better while raising footfall and customer awareness about the brand. These are in Mumbai, Delhi, Chennai, Hyderabad, Kolkata, Lucknow, Guwahati and Goa. Barely 1 per cent of Indian lingerie market is online. Branded lingerie accounts for less than 20 per cent of total lingerie sales in the country and is significantly under-penetrated. This problem can be solved by online sales.

Clovia introduces 100-250 new designs every month and the recently launched swimwear and shapewear sections are some of its fastest growing categories. It ships around 2.5 lakh shipments a month and aims to bring the number to 5 lakh within the next 2-3 quarters.