BTFV refers to business technology for fashion value chain. It includes software used across the fashion industry supply chain from product marketing, customer interactions, transactions, and fulfillment. BTFV helps optimize processes from attracting visitors to completing customer transactions and orders. It addresses issues like low conversion rates, cart abandonment, and poor customer service. The case study discusses how a fashion retailer uses solutions like Magento, PayPal, Unicommerce, Tally, and Exotel as part of their BTFV implementation to streamline operations and improve the customer experience.

1. BTFV AT

 Harleen
Wadhwa
 Roll no:11

2. INTRODUCTION & DEFINITION
 BTFV is defined as a software or a group of
software used in conjunction to facilitate
business activities throughout the fashion
value chain.
 The purpose is to help understand business
technology in fashion value chain with the
assistance of a live case study.

3. CHANGING CONSUMER LIFECYCLE: Improve the
connect, maximize the value
• New Channels, • Segmentation,
Improved Consumer Personalization, Offers/
experience, Audience Promotions/ Coupons,
Improvement, Direct Content, Community,
Marketing, Contextual Referral/,
Advertising Recommendation,
Search, Games/ Ads/
Sweeps
1. Attract 2.Engage
• Multi channel • Customer Support, • Adjacent business,
Commerce, Single Churn management, Increase value for
Cart, Promotion, Loyalty program, partners, advertisers
Recommendation, Volume discounts,
Workflow, Loyalty Events, Offers &
Management Promotion
3.Transact 4.Retain 5.Extend
3

4. E-COMMERCE BUSINESS CHALLENGES
Business problem
• Conversion Rate
• Currently, average ecommerce conversion rate is about 2.5%
• Search Engine Optimization
• An estimated 80% of store traffic and 55% of purchases begin at a search engine
• Cart abandonment
• Approximately 52.1% of carts are abandoned
• Usability
• 48% of users do not buy from a website because of bad usability
• Customer Service
• 87% of online customers experienced problems with customer service
• Out of this, 52% stop dealing with the company altogether
• Social Media/Wiki
• Only 51% of customers who came looking for customer support (10%) could find it.
• Analysis of customers who did
not buy from a website
• Source: iPerceptions report

5. Fashion value chain is defined by 4 broad categories…
Inform Interact Transact Fulfill1
Product Marketing Captivate customer Complete a transaction Send
Typical ▪ Advertise through: ▪ Make the shopping ▪ Manage back end order ▪ Warehouse and supply
Activities – Online channels experience “real” processing chain management
(e.g. Ads on – Give ample product ▪ Setup easy to navigate ▪ Allow customer to track
Google, description payment gateway order
partnerships with – Allow user to compare – Offer multiple
online bloggers) products and write / payment options to
– Offline channel read reviews simplify purchase Customer service
(e.g. fliers, ads in – Leverage customer – Offer multiple ▪ Setup help desk and / or
magazines) history and identify his shipping options call center to address
likes to offer relevant (e.g. express – in 1 customer queries or
▪ Leverage past products day, or usual – 5-7 complaints
purchases history to – Dynamically manage working days)
effectively market product inventory to
display only in-stock Data analytics and manage
“Easy to surf” product products (also ensure customer data for marketing
catalogue high selling items are ▪ Track customer data and
▪ Easily navigable always in stock) purchase history
website – Identify high
▪ Group similar products Lead customer to a spending and loyal
in clear categories transaction customers and tailor
▪ Track customer’s viewing marketing programs
history to reach out to them
▪ Shopping cart to track all
products a user wants to
buy
▪ Setup help desk and / or
call centers to assist
customers
5

6. BTFV TO THE RESCUE
Why is BTFV a critical success factor ?
 To optimize from visitor to customer
 To optimize meta-data for efficient SEO and
SCM
 To lower cart abandonment
 To improve user experience of the web-interface
 To make customer service a differentiating
factor
 To efficiently use social media for all of the
above objectives

7. BTFV @DONEBYNONE.COM
Inform Interact Transact Fulfill1
Product Marketing Captivate and interaction Complete a transaction Warehouse and SCM
Typical 1) Fb, Custom code for with the customer 1) Paypal 1) Unicommerce(
Activities SEO and SEM 1) Magento 2) Bank gateways
Back office accounting
Product information Data analytics 1) Tally
management (PIM) 1) Google
1) Magento 2) Fb analytics
Customer service
1) Exotel
2) Olark
HR software- SumHR
7

8. BTFV @DONEBYNONE.COM
Inform Interact Transact Fulfill1
1) Magento 1) Paypal
Attract & Retain More Customers
Shop securely
1) Unicommerce
Typical Procure
Make Buying Easy Save time
Activities Inbound
Foster Brand Affinity Get great deals
Order-fulfilment
Customize & Refine Your Site Website payment standard
Shipping
Grow & Scale with Confidence Express checkout
Returns
Integration
Monitoring
Technology
2) Tally
Audit analysis
Auto Bank Reconciliation
Cash Deposit Slips
Cheque Management
HR software- SumHR 3) Exotel
Leave Management IVR based call routing
Employee engagement Conferencing
Collaborate & Streamline Work Call recording
Employee Dashboard Missed call mktg.
Company Administration campaign
Intelligent SMS
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10. PRIMARY DATA & ANALYSIS – PRODUCTS, NEW ACCOUNTS AND ABANDONED CARTS
Products – Most Viewed New Accounts Created
Number Period Number of New Accounts
Period Product Name Price of Views
Aug-12 Roxy Star Shoulder Bag Rs1,399 17248 May-12 1611
Aug-12 Beowulf Three-Toned Flats Rs1,499 11741 Jun-12 2178
Aug-12 Black Magic Woman Top Rs1,399 10436 Jul-12 983
Three To Tango
Aug-12 4160
Aug-12 Asymmetrical Happy Strappy Rs899 8819
Aug-12 Galactica Ring Rs399 7944 Sep-12 885
Total 56188 Total 9817
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11. IMPROVEMENT AREAS
As an insider
1) The performance of magento is not consistent due to the refresh time it
takes.
2) Duplication of order entry data (manual intervention needed)
As a customer
1) The wishlist functionality need to be fixed.
2) Myaccount functionality is very sporadic.
3) Inaccurate Product display
4) Product availability not updated.

12. REFERENCES
 http://www.unicommerce.com/how-it-works/inbound
 http://www.unicommerce.com/aboutus
 http://www.tallysolutions.com/website/html/services.
php
 www.magentocommerce.com
 www.olark.com

13. THANK YOU