House of Anita Dongre Goes Direct to Consumers with Salesforce

Salesforce has announced a collaboration with House of Anita Dongre (HOAD), one of India’s leading fashion houses, to digitally transform its marketing, e-commerce, and service processes delivering an integrated offline and online experience for its customers. House of Anita Dongre will leverage Salesforce Marketing Cloud, Salesforce Digital Engagement, Salesforce Commerce Cloud, Salesforce Service Cloud and Tableau, connecting data to create a unified view of the customer journey.

Today, the House of Anita Dongre is synonymous with Indian craftsmanship and modern global designs. The company has several distinct brands – AND (western wear), AND Girl (for a younger clientele) Global Desi (ethnic wear), Global Desi Girl, itse (value based ethnic wear) Anita Dongre (bridal, couture prêt, menswear), and Anita Dongre Grassroot (organic clothes).
House of Anita Dongre has united all of its engagement platforms around the customer by leveraging Salesforce Marketing Cloud. Salesforce Commerce Cloud improves e-commerce experiences across AND, Anita Dongre, and Global Desi websites while also allowing the company to drive more customers into retail stores.

Salesforce Service Cloud allows agents to view the customer’s complete purchase and service history on a single screen, allowing them to quickly resolve queries. Customers can also choose digital services via messenger and chatbots, which are enabled by Salesforce Digital Engagement. House of Anita Dongre also makes use of Tableau, Salesforce’s analytics platform, for real-time inventory management and sales forecasting. With Tableau dashboards as a single source of truth, the company has a clear view of stock levels and customer consumption patterns, allowing it to make daily business decisions with agility and deepen customer engagement through targeted marketing campaigns.

Kavindra Mishra, MD & CEO, House of Anita Dongre said in a statement that the pandemic compelled them to rethink their marketing strategies, pushing them to innovate in order to improve the customer experience. They can reach the customer wherever they are with Salesforce. They can provide a seamless omni-channel experience regardless of which platform their customers visit, whether it is their website or their offline stores. With SMS campaigns, Salesforce has seen a 38 percent increase in average transaction value.

Arun Kumar Parameswaran, MD – Sales, Salesforce India, said, “Understanding the consumer is imperative in today’s digital first world, where instant gratification, convenience, and customisation are crucial in the product and customer journey. Technology undoubtedly plays an important role and we are excited to be a part of this journey with the House of Anita Dongre engaging, marketing and selling to consumers directly.”