#LEAwards highlight: How TITAN's Fastrack unified creative, content and commerce

TITAN Watches is one of India's leading watch brands that brought about a paradigm shift in the Indian watch market. The brand is committed to offering its consumers watches that represent the compass of their imagination, and has made a name for itself for introducing new collections. The brand, which owns 60% of the domestic market share, decided to launch a sub-brand called Fastrack in 1998, which then proceeded to become an independent urban youth brand in 2005.

Since then, Fastrack extended its footprint into accessories in 2009 with a range of bags, belts and wallets. Fastrack retails across the nation through 158 exclusive Fastrack stores in over 79 cities as well as authorised multi-brand outlets and has a dedicated online store. Today, the brand has successfully notched up the title of being the most loved youth fashion brand in the country. At this year's Loyalty & Engagement awards, the brand took home three bronze awards for Best customer experience, Best online experience and Best use of technology.

Challenge

Moving into the modern era, Fastrack wanted to build a sleek and unique digital platform for providing an enhanced customer experience in the fashion space that was mainly focused on the Millennials. Fastrack’s goal was to enable the customer with a unified end-user experience by connecting creative, content and commerce.

Meanwhile, TITAN wanted to create a unified digital platform for enabling customer interaction and enhanced customer experience, thereby transforming their brand and growing their business.

Strategy

BORN took over the responsibility of coming up with a new website with enhanced customer experience, while keeping the brand’s traditional connection with their customer base. The agency helped to do so with a modern take on the website and designs.

A qualitative analysis was done by conducting workshops with various stakeholders, coupled with quantitative research using baseline analytics. This helped BORN identify the different target customer groups, which later on helped extensively in planning the user journey. Wireframes, UX journeys, product modeling, pattern libraries, and style guides were documented properly and these features were proposed to the client.

The team also built a content platform that

• Enabled business growth and aligned with TITAN and Fastrack’s digital ambition by providing with exceptional customer experience;
• Allowed integration of digital and physical channels providing a seamless omni channel experience;
• Minimise total cost ownership through fewer customisations and better stability extensible to accommodate new features and channels;
• Improve business operations and efficiency;
• Provide integrated solution unifying expertise across creative, content and commerce.

Execution

• Product catalogue

The TITAN and Fastrack’s eCommerce platform now comprises of more than 6,000 exclusive watches and accessories under various categories, providing a seamless customer experience. The websites showcase multiple home-grown brands of watches and merchandises from top international brands.

Latest edition slim watches, clocks, and smartwatches were aesthetically designed and positioned on the website to garner customer attention, thereby becoming the top-selling products.

• Product navigation

An interactive advanced search was enabled so customer can find what they are looking for with a pictorial view of the product. Over 12 filter criteria help the customer to fine-tune and narrow down their product searching experience, thereby helping them to get to the exact product they were looking for.

There is also a comprehensive product comparison to identify the differentiating factor for each of the products and to aid the customers’ decision making. Product quick-view feature was added to give brief information of a specific product and assists the customer to add that product to the cart without navigating away from the product listing page.

• Order management

 Seamless integration enabled express delivery options for the customer at free of cost. The team also added a flexible cancellation and return policy for convenience. To lure in international travelers, international shipping was enabled to Australia, USA, UK, UAE and Singapore.

• Other key features

The team added on product reviews which served as a testament to the customer purchases and their satisfaction levels, which helped in gaining trust from the potential customers. The team also defined and highlighted each product’s unique selling point, thereby educating the customer on what they should look for in a product.

Precise store locator information and complete navigation details were added on so customers could visit the stores. Social logins were also enabled to ensure ease of entry and secure sign in option.

Results

For the Titan brand, the enhancements saw over 5,200 average orders per month with orders peaking up to 8000. There were approximately 6000 new users registering in the website every month with an average session duration of 3:52 minutes with 2.27pages visited per session.

Meanwhile, Fastrack’s average orders were approximately 5,360, peaking up to 10,700 orders. On average, there were almost 7,300 new users and an average session duration of 3:36 minutes with 2.2 pages visited per session.

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