How A Brazilian Fashion Retailer Used Consumer Insights To Make Shopping Easier - Strategy With RS

To achieve this objective, C&A embedded counters into each Fashion Hanger which in turn was linked to the C&A Facebook page. As and when C&A fans voted with their virtual fingers on the picture of each item, in real time each Fashion Hanger was updated!

If a shopper valued other people’s opinion then she had to opt for items which attracted maximum fashion likes.

For mavericks – who don’t care about opinions of others, they could opt for fashion items with minimal likes.

Business Lessons:

1. A successful business strategy is based on consumer insight - C&A has based its strategy on consumer insight that shoppers, particularly women, seek second opinion prior to purchase. They have leveraged technology to build and execute a strategy based on this insight.

2. Embed behavioural science principles into your Business Model - C&A has successfully embedded behavioural science principle - Social Proof - a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situations - into its business model.

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In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here.