Trendin Company is analyzed to improve visibility, home page, and conversion rate. It is recommended that Trendin (1) increase visibility through SEO and marketing, (2) improve the home page by adding sections for accessories and trends, focusing on brands, and tracking orders, and (3) partner with other brands, become a one-stop shop, and add product reviews to improve conversion rate. A SWOT analysis finds Trendin's strengths are its financial backing but weaknesses are its limited experience and product offerings.

1. Trendin Company
Analysis
Prepared by: Mona Swarnakar
Date: 6/12/2013

2. Table of Contents
1. Executive Summary
2. Increasing Visibility on Google Search
3. Changing Appearance of Home Page
4. Changing or Adding Contents to Improve Conversion Rate
5. Bibliography

3. Executive Summary

4. Executive Summary
Increase visibility on
Google search
 Before moving to home
page appearance and
additions to improve the
site, Trendin.com should
consider increasing its
visibility on Google web
search
 The company should
consider launching a
search
engine
optimization
(SEO)
campaign to increase
the visibility
 The company should
also consider taking
active participation in
forums, social media,
and blogs
 The company can also
consider launching an
email
marketing
campaign to increase its
visibilities
Change
appearance of
home page
 The company can look
towards introduction of
sub-section
in
accessories
 Provide a section –
“Trends” – which will
give prospective buyers
an idea of the current
fashion/ apparel trend
 Focus on Brands and
types of clothes coming
in the product line rather
than just the sale
percent
 Clear view of the
upcoming/new/existing
product on the home
page
 An option on the home
page itself to track the
product without the
need to login again
Changes or
additions to
improve
conversion rate
 Can tie-up with noncompetitors (such as
Nike in sports footwear
category)
 Convert the site to a
one-stop
shop
for
visitors, i.e., visitor will
get cloths, accessories,
shoes and other related
items from this site only
 Add a product review
section and make sure
that testimonials and
purchase/
product
reviews are visible,
which
builds
up
confidence
among
prospective customers
 Other changes such as
clear set of policies and
guidelines, etc.
Maximize revenue
 Increase the conversion
rate
to
maximize
profitability
 Attract new customers
through
different
channels to maximize
visits
 Attract
customers
dissatisfied
with
competitors, and look
for the “gaps” in their
services
 Retain
existing
customers
through
referral bonuses and
offers

5. Executive Summary
Changes/ Additions
Home Page/ Conversion Rate
Improvement
Usability Improvement (easy
of use)
Engagement
Improvement
Sub-section in accessories category
Home Page
High
Medium
Provide a trends section and a trend
report
Home Page
High
Medium
Focus on brands as well
Home Page
Medium
High
Clear view on new arrivals
Home Page
High
High
Convenient order tracking
Home Page
High
Medium
Partnering with non-competitors
Conversion Rate
Medium
High
Convert the site to a one-stop-shop
Conversion Rate
Medium
High
Add a easily accessible product review
section
Conversion Rate
High
Medium
Clear set of return/ exchange policies
Conversion Rate
High
Medium
Provide EMI option
Conversion Rate
Medium-high
High
COD option for products priced higher
than INR 5,000
Conversion Rate
Medium
High
Inches option in size guide/ chart
Conversion Rate
High
Medium

6. Increasing Visibility on
Google Search

7. Increase visibility in Google web search

8. Active participation in forums, social media, and blogs

9. Changing the Appearance
of Home Page

10. Add sub-section in accessories
 Unlike competitors such as Yebhi.com, Myntra.com,
Jabong.com, etc., Trendin does not have a separate
section/ tab for accessories
 Accessories, especially belts, wallets, watches, and bags
are among the most frequent purchased items, and
hence, creating a separate tab/ section for accessories will
help the visitors
 Further, since Trendin provides its own stuff/ products, it
does not have certain accessories offered by others such
as watches, eyewear, etc.
 Hence, Trendin can add a separate accessories tab/
section, which will be like a drop menu, showing all types
of accessories Trendin offers
 The additional step that Trendin can consider would be to
partner with third party non-competitive providers to
offer other desired set of accessories such as watches,
eyewear, etc.
It should be noted that Flipkart, Myntra, and Jabong are aggregators
while, Trendin has its own products.

11. Provide an additional section/ tab on Trends
 Provide a section – “Trends” – which will have latest
launches and latest collections that are “hot” in the
market
 This section will give the visitor/ prospective buyer an
idea of the current fashion/ apparel trend and will be
useful since most of the online buyers are teens or
young-adults who are fashion conscious
 The company can also have a “trend report”, which
will be over and above the trends section/ tab
 It should be noted that most of the competitors do
not have a “trends report”, and hence providing such
as report will work as an USP (unique selling
proposition) for the website
 The trend report can have photos and links of new
arrivals and new collection from the Trendin websites,
thus, directing the downloaders to the Trendin website

12. Equal Focus on Brands on Home Page
 Focus on Brands and types of clothes coming in
the product line rather than just the sale percent
(for example similar to what Mynta.com gives on
its home page)
 It should be noted that while the online customers
look for discounted products and fashionable
items, they are highly brand conscious as well
 Since most of the buyers of teens or young-adults,
brand awareness among them is high and they
rank branded clothing as their preferred choice
 Customers are more attracted to a particular
online seller when they have multiple choices of
brands in one site

13. View of new arrivals on the home page
 Clear view of upcoming/ new products on the home page
will let the customers know what new offerings/ products
are coming in
 This will also provide incite on the new trends in clothing
 Further, this can also act as a platform to launch new
products, brands, and offerings
 Its
competitors
such
as
Myntra.com,
Jabong.com,
Yebhi.com, etc., dedicates a large portion of their front
page/ home page on new arrivals, clearly mentioning factors
such as brand, clothing type, etc. including the discount on
the products

14. More Convenient Option for Order Tracking
 Trendin can provide an option on the home page itself to
track the order status, without the need to login
 This will make the job easier for the customers and will make
the website more customer friendly
 Trendin should provide detailed information such as
shipment of product, transit status, replacement of product,
and cash on delivery option in one click

15. Additions/ Changes to
Improve Conversion Rate

16. Enter into Partnership to Offer Products from Other Brands
 Since Trendin is a part of Madura Fashion and
Lifestyle, it only provides the brands associates
with Madura Garments
 Hence, Trendin only provides brands such as
Allen Solly, Louis Philippe, People, Peter England,
Van Heusen, etc.
 Although these represents some well known
brands, they do not cover the full spectrum of
apparels
 Trendin can consider partnering with noncompetitive well known brands such as Nike,
etc. so cater to the larger market
 It can also tie-up with brands such as Casio,
Timex, etc. to offer watches
 For example, Jabong and Flipkart are providing
more than 100 brands products to the
customers
 Myntra has offering from more than 600 brands

17. Becoming a One-Stop-Shop Website
 Instead of catering selected products, the company can
partner with other brands to offer a wider spectrum of
products
 Trendin does not provide some important products such as
shoes, watches, eye-wears, perfumes, cosmetics, ethnic
dresses, etc.
 The company can consider partnering with non-competitors
for providing additional products, which will make the
website a one-stop-shop and will increase sales
 Converting the site to a one-stop shop for visitors will help
the company see increased conversion rate and increase in
revenue
 Going forward, the company can also venture into additional
spaces, such as home furnishing, home décor, electronics,
kitchenware, etc.

18. Add an Informative Product Review Section
 Add a clearly visible product reviews/ feedback
section on the website, where the prospective
customers can see what others have said about the
product, delivery, etc.
 The review section must have specific ranking
criteria, namely – product quality, pricing, website
ease-of-usage, delivery time, behaviour of delivery
person, customer care, etc.
 Once the product is delivered, the company should
send a feedback mail (similar to what FlipKart) do,
asking for feedback and overall experience

19. Other Changes
 Clear set of Policies and Guideline:
 Trendin should have clearly defined return and
exchange policy guidelines, which will boost the
consumer confidence
 Before purchasing products, especially apparels online,
consumers prefer to see the return/ exchange policy as
in case they have to return it what cost they will incur
and how easy is the process
 Hence, having a clear return and exchange policy with
detailed description of the process, timelines, etc.
should be mentioned
 Companies such as FlipKart and Jabong provide
detailed return and exchange policy guidelines
 Trendin does not provide EMI payment option, which is a very
viable and attractive payment mode for purchasing high-end
products. Hence, the company should consider introducing
this payment option
 Trendin provides Cash on Delivery (COD) option till purchase of
INR 5,000 only and should consider increasing the range
 Size guide should have inches option also, which will help the
consumers better understand and select the correct product

20. Trendin SWOT

21. SWOT Analysis – Difficult for Trendin to increase its market share
Strengths
• Trendin is a division of Aditya Birla Nuvo Ltd., which
Weaknesses
 Trendin is a recent start-up; the company started in 2013
indicates its financial strength and cash backing to expand
only and hence do not have extensive experience in the
its business both in categories and through acquisitions
online shopping space
• Madura Fashion & Lifestyle is one of the fastest growing
 The company does not have tie-up/ partnership with
branded apparel companies, growth rate of over 25 per
external suppliers/ manufacturers (for example does not
cent year-on-year
provide watches), and hence has a comparatively limited
portfolio
 Limited offerings in the accessories space
 The company does not offer a pick-up facility for items to
be returned, which means the customers has to pay by his
own to ship the item to Trendin
 Although the company has received generally positive
reviews, some of the reviews on websites such as
Mouthshut.com are extremely negative and may affect
Trendin brand image

22. SWOT Analysis
Opportunities
• Trendin is a business division of Aditya Birla Nuvo Ltd.,
Threats
• Threat from leading players in the online shopping space
hence it can leverage the cash and financial strength of
such as Jabong.com, Myntra.com, and Zovi.com, which
Aditya Birla Nuvo to expand and strengthen its presence
offers a wide range of products from multiple brands
• The online shopping market in India is expected to witness
• Threat from companies such as eBay and FlipKart, which
strong growth of 39.5%, which presents Trendin with
moved from electronics focused offerings to a wider
growth opportunities
portfolio of products, including apparels and accessories
• Given the financial strength of Aditya Birla Nuvo, going
• Few companies such as FlipKart offers cash back while
ahead Trendin can have its own delivery/ logistics team,
purchasing through certain credit cards such as SBI and
which will help the company grow in the long-run
ICICI credit cards, which may result in customers moving to
• The company can launch a mobile app for the both the
Android and iPhone market, which will help it grow since a
large percentage of shopping is done through mobile web
these competitors

23. Bibliography

24. Bibliography
1.
2.
3.
4.
http://iwebchk.com/reports/view/trendin.com
http://www.iamwire.com/2013/03/madura-fashion-lifestyle-goes-live-with-trendincom/
http://dig.do/trendin.com
Various company websites