Jabong launched UK’s high street fashion brand, Dorothy Perkins at the Lakme India Fashion Week held in Bombay in February this year. The launch also witnessed the introduction of Google+ Shoppable Hangout which was hosted by Jabong to connect and interact live with customers from the Fashion Week venue itself.
An innovative platform, through Google+ hangouts users can log in and interact with one another through audio and video. It is one of the most popular apps from Google which helps people to connect without the barrier of geographical boundaries.
The Jabong shoppable hangout was hosted from Grand Hyatt, Santa Cruz, Mumbai where Lakme India Fashion week was held. The hangout was live from the ramp itself when the Dorothy Perkins collection was unveiled. Renowned personalities like Ekta Rajani, Fashion Editor of Grazia magazine, and Fashion Designer Anita Dongre were joined by Alex Maw, Marketing Director of Dorothy Perkins and Miss Malini, celebrity blogger, conducted the hangout.
A completely new and innovative shopping experience, users were able to log in to the hangout and interact with the hosts and others logged in users. They got a chance to know more about the brand and the latest styles and trends including the showcased outfits first-hand from the fashion influencers. They could also buy the outfits being showcased.
Jabong introduced this feature with the view of making the show more interesting and innovative while enabling audience to have more first-hand access to new brands and their launch. Fashion shows and ramps are the fantasy of millions of fashion enthusiast Indians and this was a unique and innovative way to connect with them.
While its new and interactive for customers, Jabong also succeeded in introducing a unique digital shopping experience wherein shoppers could see live the fever and frenzy surrounding the ever popular Lakme Fashion Week in India.
Opportunity for Indian Online Seller using Google Hangout tool
Seeing is believing. In the online retail space, products with better pictures and better information always sell faster.
With the immense success of Asia’s first Google Shopping Hangout hosted by Jabong, its just the beginning. Sellers can integrate this option for their products so potential customers can interact live regarding the products and their features. Also, they can interact with other customers who can give reviews about the products reinforcing their want to buy the products. Word-of-mouth positive referrals always have more weightage and credibility and helps to gain the trust of skeptical customers.
This feature can also be looked at as a customer service tool. To add a personal touch to customer feedback/suggestions/complaints handling, Google hangout can help in making customers feel at ease when there is a face to talk to and also help to rid of agitation due to waiting for replies to emails.