In Pakistan, for years, the perception of textile and fashion
industry had always been that one either needed deep pockets
or a textile family to start any retail initiative.
The rationale behind this perception has been that a lot of
investment was needed for setting up manufacturing unit,
opening retail stores and marketing. Even if new entrants opted
for sales through distributors or established cloth sellers, they
were barely able to breakeven as these players charged
extremely high margins.

However, in recent years online media and eCommerce has
enabled start-ups to disrupt the textile industry. With limited
budget and no textile background, Rungrez and ExD Digital
made Rungrez one of the top lawn brands of Pakistan by utilizing
the online sphere. Data-driven marketing campaigns and intelligent
use of sophisticated tools has enabled the brand to generate a
million a minute revenue through the online platform.

Achieving such excellence required optimization of
various elements. The most crucial one was Rungrez’s
eCommerce store. The store needed to be extremely
user friendly, integrated with social media and be able to
handle large traffic. After analysing international eCommerce
stores and studying local customers’ purchase process,
we designed Rungrez’s website. We also took into
consideration the importance of various devices, especially
smartphones, and bad customer experience due to crash
and downtime of competitors’ eCommerce store. This led
us to select Shopify as the base platform that has the ability
to provide seamless and stable experience across all devices.

The other crucial element to the puzzle was designing successful
marketing campaigns. Here, we utilized our inherent technological
advantage to analyze competitors’ marketing campaigns and
consumer behaviour through specialized social media tools. Based
on the data gathered, we developed each of our marketing campaigns
that led to complete stock-out in hours.

Furthermore, in order to build any brand, managing
customer experience is mandatory at every stage
, especially in case of eCommerce. In order to provide
a seamless customer experience throughout the purchase
cycle, we developed our customer management team that
handles the customer right from the time when the
customer visits the social media profile, till the
time the customer is satisfied with the delivered
order. In case of Rungrez, with its customer service,
ExD Digital has been able to ensure less than 3% order
returns and 75% return buyers.