How Ajio Became India’s Leading Online Fashion Destination

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How Ajio Became India’s Leading Online Fashion Destination

Ajio, an Indian e-commerce store founded in 2016, offers a comprehensive online fashion destination for Indian consumers, covering apparel, footwear, accessories, jewelry, and home products under Reliance Retail. Ajio, a first-party online retail brand, entered India’s rapidly growing online shopping market, aiming to compete with marketplaces like Flipkart and Amazon by offering curated fashion merchandise. As part of Reliance Retail, Ajio benefits from the parent company’s extensive experience in operating brick-and-mortar retail stores across India. This allows Ajio to leverage Reliance’s fashion expertise, supplier relationships, and distribution network.

Some key facts and figures about Ajio:

  • Reported gross merchandise value of $1.2 billion in FY21, a 95% increase from the previous year.
  • Claims over 33 million registered users.
  • Offers over 400 Indian and international brands across categories.
  • Ships to over 19,000 pin codes in India with a network of delivery hubs.
  • Raised $65 million in funding in 2019 from Reliance to grow its logistics and warehousing.
  • We saw 100% year-on-year growth in 2020, despite the pandemic.

With Reliance’s backing and a purely online model, Ajio aims to scale rapidly and continue grabbing market share in India’s booming fashion e-commerce industry.

Ajio Product Offerings

Ajio offers a wide range of fashion and lifestyle products for men, women, and kids. As an e-commerce platform, Ajio houses over 1500+ Indian and international brands across different product categories.

Some of the major product categories on Ajio include:

  • Clothing: Ajio offers the latest clothing for men, women, and kids across categories like ethnic wear, western wear, innerwear, winterwear, sportswear, and more. Top clothing brands on Ajio include W, AND, Vero Moda, Arrow, Flying Machine, and many more.
  • Footwear: From casual shoes, sneakers, and sandals to formal shoes, Ajio has a wide range of footwear options for men, women, and kids. Top footwear brands include Bata, Puma, Adidas, Catwalk, and more.
  • Accessories: bags, jewellery, watches, and sunglasses—Ajio offers fashion accessories to complement every outfit. Top accessory brands include Fastrack, Titan, American Tourister, and more.
  • Beauty: Ajio offers a range of beauty and personal care products for both men and women. Some of the leading brands include Lakme, Loreal, Beardo, and more.
  • Electronics: From audio accessories to smartwatches, Ajio also offers electronic gadgets and accessories. Top brands include Boat, Samsung, Sony, and more.

So whether you are looking for the perfect kurta for the festive season, a stylish pair of sneakers for your workout, or the latest smartwatch to track your fitness, Ajio offers a diverse mix of fashion and lifestyle products for the entire family. With new collections being added regularly, there’s always something new and trendy to explore on Ajio.

Ecommerce Features

Ajio provides a robust set of e-commerce capabilities through both its website and mobile app. Some key features include:

  • Personalized recommendations Using browsing history and purchase data, Ajio provides customized product recommendations unique to each customer. This helps surface relevant products and enhances the shopping experience.
  • Reviews and ratings: Customers can leave ratings and reviews for products they’ve purchased. This provides helpful feedback for other shoppers. Ajio prominently displays average product ratings on listing pages.
  • Wishlists: Customers can create wishlists to save products they want to buy later. Wishlists are accessible across the website and mobile app.
  • Payment options: Ajio accepts all major credit cards, debit cards, net banking, and popular digital wallets like Paytm and PhonePe. Customers can pay conveniently using their preferred payment method.
  • Website capabilities: The Ajio website provides a full-featured e-commerce experience with search, filtering, product listings, detailed product pages, a cart, and checkout. The responsive site works seamlessly on desktop and mobile browsers.
  • Mobile app: The Ajio app brings key website functionality to iOS and Android devices. Customers can conveniently browse, search, add to cart, and purchase products directly through the app. Key app features mirror the website experience.

Delivery and Returns

Ajio offers fast and reliable delivery across India. Standard delivery is free on orders above Rs. 1000. For orders under Rs. 1000, shipping costs Rs. 40–100, depending on the delivery location.

Ajio ships products through reputed couriers like Delhivery, Ecom Express, and Blue Dart. Delivery timelines are:

  • Metro cities: 1-2 business days
  • Rest of India: 2-4 business days

For unavailable pincodes, Ajio provides a Cash on Delivery (COD) option. Customers can also pick up orders from Ajio Experience Centers in select cities.

Ajio has a customer-friendly return policy. Unwanted products can be returned within 30 days of delivery. To initiate a return, customers need to contact Ajio Customer Service. Once approved, Ajio will arrange a free pick-up and refund the amount within 2–3 business days.

Refunds are made to the original mode of payment. For cash on delivery orders, refunds will be transferred to the provided bank account. Customers must ensure the products are unused with their original labels and packaging. Any discounts or promo benefits may be deducted from refunds of discounted items.

Ajio also has a hassle-free exchange policy. Customers can exchange products for a different size or color within 30 days. Exchanges are free of charge, and Ajio will pick up the item from the customer’s address.

Marketing and Promotions

Ajio utilizes various marketing and promotional strategies to engage consumers and drive sales on its platform.

Advertising Campaigns

Ajio frequently runs high-profile advertising campaigns across television, print, and digital media. Their ads often feature popular Bollywood celebrities to capture consumer attention. In 2020, Ajio launched the ‘#Get What Makes You campaign, featuring Deepika Padukone and Ranveer Singh. The campaign focused on self-expression through fashion.

Influencer Marketing

Influencer marketing is a key strategy for Ajio. The brand partners with fashion bloggers, celebs, and influencers to promote its products on social media. These influencers help showcase the latest Ajio collections while also lending their personal styles and large follower bases to build credibility and buzz.

Promotions and Sales

Ajio runs regular promotions like discounts, cashback offers, and coupon codes to drive sales on its site and app. The e-commerce platform is especially known for its blockbuster sales like the Rakhi Store, Diwali Dhamaka Sale, and End of Season Sale, which offer deep discounts across categories. Limited-time steal deals are also offered daily to attract deal-seeking shoppers.

Loyalty Program

The Ajio Luxe Rewards program rewards regular Ajio shoppers with points on purchases. These points can be redeemed for discounts on future orders. The loyalty program helps retain and incentivize high-value customers.

Mobile App

Ajio’s mobile app is available for free download on both iOS and Android devices. The app makes shopping on Ajio faster and more convenient by putting the entire catalog of products right at your fingertips.

Some key features of the Ajio shopping app include:

  • User-friendly interface with easy category browsing
  • Daily personalized recommendations based on your browsing history
  • Wishlists to save items for future purchase
  • Easy checkout with multiple payment options
  • Order tracking and shipment notifications
  • Push notifications about new arrivals, sales, and offers
  • Alexa integration for shopping…

The 3 Sales Strategies Fueling Ajio’s Online Fashion Empire

Online Sales Model

Ajio primarily uses an online sales model, selling products directly to consumers through its website, and mobile app. As an e-commerce company, Ajio has invested heavily in developing its online platforms and making them convenient and user-friendly for online shoppers.

The Ajio website and app allow customers to easily browse and search through the extensive product catalogue, read product information and reviews, and make purchases seamlessly. Some key features of Ajio’s online platforms include:

  • User accounts are used to save payment information, view order history, save products to wishlists, etc.
  • Detailed product descriptions, images, reviews, and recommendations
  • Powerful search and filter options to find products
  • smooth checkout process with various payment methods
  • Order tracking system to check status after purchase

By selling directly on its own platforms, Ajio has control over the entire value chain, from product listing to order fulfillment. This allows it to provide a consistent brand experience and service level. The online model also enables Ajio to gather data and insights on customer behavior to improve personalization and product recommendations.

Overall, Ajio’s core business is built around online sales through its website and app. The company is focused on constantly improving its platforms to offer a world-class online shopping experience.

Ajio Flash Sales Model

Ajio utilizes flash sales and limited-time offers as part of its sales model. For certain products, Ajio will offer deep discounts or promotional pricing, but only for a short window of time, sometimes as brief as a few hours.

The flash sales create a sense of urgency and excitement for shoppers to snag deals before the pricing expires. Ajio strategically selects certain inventory to put on a flash sale, aiming to quickly sell through overstock items or styles from the previous season. The flash events help attract deal-seeking shoppers and serve as a traffic driver to the site.

Flash sales also allow Ajio to collect sales data on customer responses to different products and price points. Based on which items sell out fastest at promotional pricing, Ajio can better optimize its pricing and merchandising strategy going forward.

Overall, flash sales enable Ajio to liquidate inventory while also creating a lively, dynamic shopping experience where customers never know what deals they may discover on any given day. The time-limited offers help make Ajio an engaging destination for both bargain hunters and fashion enthusiasts alike.

Private Labels

Ajio offers a wide range of private label brands across categories including apparel, footwear, accessories, home furnishings, and more. Some of the key private labels offered by Ajio include:

  • aLL – The Plus Size Store: This label offers stylish plus size apparel and footwear for women. The designs cater to the preferences and comfort of plus size women.
  • Mintil: This private label offers chic western wear for women, including dresses, jumpsuits, tops, skirts, and more. The designs fuse Indian and western sensibilities.
  • Howdy: Under this label, Ajio offers casual menswear including t-shirts, shirts, jeans, trousers, shorts, and footwear. The designs are derived from urban street styles.
  • Cherry Crumble: This label provides trendy footwear designs for women. From flats, heels, wedges, to boots, it offers contemporary styles.
  • Coral Hues: This label offers stylish ethnic wear like kurtis, Kurti sets, palazzos, dupattas, dresses, gowns and more for women. The designs blend traditional motifs with modern silhouettes.

By offering own labels, Ajio is able to control product design, quality and prices. This helps Ajio cater to new fashion trends quickly. The private label portfolio allows Ajio to offer differentiated products compared to competition. Focusing on value-fashion, the private brands bridge the gap between premium designer wear and mass market fashion.

Omnichannel Presence

Ajio integrates its online platform with physical retail stores to provide customers with a seamless shopping experience across channels. The brand operates dedicated Ajio stores in select cities, which showcase the latest fashion apparel and accessories. Customers can browse products in-store, get style advice from sales associates, and place orders for home delivery even if the product is not available on location.

The stores act as small-scale warehouses from which orders can be swiftly fulfilled and delivered. Ajio also sets up fashion pop-up shops in malls and high-footfall areas during festive seasons or when new collections launch. These temporary stores give customers a chance to personally explore and try on products before purchasing online. Omnichannel initiatives like click-and-collect allow picking up online orders from Ajio stores, further uniting the online and offline worlds. Integrated inventory management ensures products from stores can be sold online and vice versa. Ajio’s omnichannel presence melds digital convenience with an in-store experience to provide customers with the best of both worlds.

Strategic Partnerships

Ajio partners with Indian and international fashion brands to expand its product offerings and inventory. These strategic partnerships give Ajio access to an extensive range of apparel, footwear, accessories, and beauty products from various brands.

Some of the major brands that Ajio has partnered with include:

  • Global brands like Adidas, Puma, Levi’s, United Colors of Benetton, Dorothy Perkins, Marks & Spencer, Louis Philippe, and more. The partnerships with international brands give Ajio a diverse product catalogue.
  • Leading Indian ethnic wear brands like Biba, W, Aurelia, Libas, and more. These partnerships strengthen Ajio’s traditional and fusion wear offerings.
  • Indian designer brands like Anita Dongre, Masaba, Ritu Kumar, Tarun Tahiliani, Shantanu and Nikhil, and others. This allows Ajio to offer premium designer clothing on its platform.
  • Beauty and cosmetics brands like Lakme, Maybelline New York, L’Oreal, and others. Ajio customers can shop from a range of makeup and skincare products.

The strategic tie-ups with brands allow Ajio to provide more choice and variety to customers across different price points. At the same time, it provides a sales channel for brands to reach new customers online. Overall, these mutually beneficial partnerships are a key part of Ajio’s product strategy and online business model.

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