How a DTC brand uses AI-based bot to help buy right products

Clovia, a women’s innerwear, loungewear, and personal care brand, has recently introduced Bra-Bot - an online AI-based chatbot to help you buy the right innerwear and other categories. The idea is to bring its online shopping experience closer to assisted offline retail experience and provide its customers technology-driven help for making the right purchase decisions in the product category which boasts of high customer engagement.

The artificial intelligence-based conversational platform for assisting customers is accessible to customers not only through its site or app, but also through direct engagement via WhatsApp.

The intent is to bring the customer to as close to an offline retail environment, scalably and in the privacy of their phones. The bra-bot as it’s internally called by the team is capable of understanding the customer’s needs, and point him/her to the correct product while advising on the sizing using Clovia’s proprietary CloviaCurve Fit Test. This leads to a frictionless purchase experience while ensuring the customer is not blocked by surges in call traffics or site footfalls.

The bot can handle a host of issues from helping to make a purchase, to updating you on your orders & delivery status or pointing you to policies, FAQs, or sizing suggestions. The response to the Bra-Bot has been exceptional with almost 2L customers engaging with it within 30 days of launch. The Bot is currently handling over 35% of customer queries automatically and the rest being seamlessly passed to a support executive.

“The customers have shown a strong inclination to interact over Whatsapp more than they would like to call - a phenomena which is fast becoming a norm for the millennials. More importantly, the excitement of adoption of the tool from Tier 2/3 Towns is way stronger than the Tier1,” as per Clovia Founder and CEO Pankaj Vermani. The next phase of the bra-bot will see the bot speaking/suggesting differently to individual customers based on their past purchase and browsing patterns leading to a lot more targeted experience at an individual level.