Retail News

Abof announces new Shopping Experience
April 4, 2017

Aditya Birla Online Fashion (abof), leading online fashion retailer announced a new shopping experience to deliver a personalised and convenient shopping experience powered by IBM Watson and Cloud. Abof is an Indian online fashion retailer from the Aditya Birla Group. The company sells apparel, footwear and accessories for men and women targeting the millennial consumers. In a first for India’s retail market, abof customers can use natural language questions within abof’s enhanced eCommerce platform to receive greater personalization and product recommendations. With this new discovery tool, shoppers can now interact and ask natural language questions about abof’s unique product assortment, and then receive custom responses to their inquiries. For example, a customer could type, “where can I find a red floral dress?” or type a combination of price and product inquiry such as, “show me black shoes below INR 2000.” These inquiries are recognized and understood by the system on abof’s website to recommend top matches to the shopper. Powered by IBM and integrated technology from business partner Metail, the feature enables customers to input their body measurements and virtually try on any apparel before placing an order. Today, these combined capabilities, and the new cognitive fashion assistant can help abof create end-to-end personalized shopping experiences that cultivate truly unique buying moments and ensures prompt delivery of each item, which over time results in increased brand loyalty and conversions.