FashionandYou to revamp website; open 3 fulfilment centres

The online e-commerce fashion store, Fashionandyou plans to implement new features in an attempt to give a major face-lift to its website. Banking on the 10 million raised from its existing investors: Sequoia Capital, Smile Group, Norwest Venture Partners, Intel Capital and Nokia Growth Partners, the company is working on making the user interface more navigation friendly.

Speaking about the deployment of funds,  Aasheesh Mendiratta, CEO, FashionandYou said: We have identified four major areas of our investment. Technology is the topping the list of priorities. We are going to totally revamp our website. The new platform will enhance the user interface, has a new set of features and much improved device/browser introduced with much friendly navigation.”

The website is being made more robust to capture and function as per the deep insights and consumer buying behavior. However, the elemental product-category mixture, featuring 16 main categories and 34 sub-categories, would be kept intact .

The priority is also on integrating the international designs in the product portfolio to increase the range of merchandise  available. The action plan includes creating sourcing hubs in US/Europe and China after identifying key alliances in these regions.

Flash-sale business in India is another area of high investment where the company is launching its own app. The 5.76mn registered users, whom the company currently caters, would largely benefit from this move. Aasheesh says, “Being the leader in flash sales in India, our own mobile app will only boost our topline and help us acquire customers faster with better CACs (customer acquisition cost), efficiencies since most of the flash players across the world get more than 40% of their sales from mobile/tablets. It is the instant rush with every day new sales flashing on the screen and mobile is a great tool to optimise our revenue numbers.”

In order to lessen the waiting time of the customers, the company plans to open three fulfilment centres in Bhiwandi (near Mumbai), Bangalore and in Gurgaon (Delhi-NCR). This would effectively reduce the timelines by 5-7 days and also help in the long term goal of dispatching the orders between 12-24 hours.

With 60% of its business coming from the Tier-1 cities, Tier-2 and Tier-3 cities occupying the remaining chunk, the company aims to reach the to reach the increase its per day orders to 10,000 till next fiscal compare to present 5,000 orders in a day. This seems as acheivable as FashionandYou has doubled its revenues last fiscal compared to previous year according to company official.