Vipin Rustagi, Group Chief Information Officer, Duroflex, discusses how Duroflex’s sleep solutions brand uses technology to improve their products, experiences and sales.
Anurima Das
Fifty years ago, in the middle of the remotest corners of Kerala, PC Mathew decided to help India sleep better, DuroflexOver the years, the brand has put the customer’s needs first and built its mattress portfolio based on your sleep needs, making it the first in its category. With over 100 comfort levels, our four signature mattress ranges are designed to improve your overall sleep quality. Creating a new benchmark for the category, the brand created the Duropedic range with a proprietary 5-zone orthopedic support layer tested and recommended by experts at the National Academy of Health.
From their state-of-the-art Experience Centers in over 50 cities to reaching PINs in nearly every corner of the country via their web store, they’re always thrilled to make great sleep available. Our strength lies in our products. All sleep solutions are made in-house with meticulous attention to detail and quality.Additionally, Duroflex’s fully backwards-integrated manufacturing facility spanning eight locations is the gap between sleep and technology. helps fill in the
Implementing technology for better sleep
To better understand retail and have a complete picture of what is selling and what customer demand is, the brand has incorporated numerous trackers throughout its retail stores. This has allowed us to develop a strategy to increase consistency in our retail operations. Apart from tracking sales and properly strategizing sales, Duroflex has also worked to automate and implement some great processes in the factory to make production seamless and robust.
“Because our products are different, it is important to us that our customers have the right experience by being able to measure the size and quality of their mattresses without contact.” Vipin Rustagi says:
Process standardization is the most important aspect Vipin points out, he says, to help streamline and ramp up production. “We are in the process of creating our own data lake. We have also released a number of BI dashboard analytics and revamped our website to better track our customers to improve and understand their journey. ‘ he added Rustagi.
He alludes to the importance of tracking trends and giving customers 360-degree access to the brand for growing brands like theirs. This cannot be achieved by simply incorporating new touchpoints.
survive the pandemic
“Post-pandemic, the key was to bring consumers into stores and provide a contactless experience. We needed to be able to offer an omnichannel experience. This was a big thing to think and do given the sector we work in and operate in,” he said.
The team needed to make sure customers knew the product was giving them the right experience. This can be achieved by allowing non-contact measurement of mattress size and quality. “This is what we built through our focus and integration of the right technologies. did the marketing
It’s an initiative to improve product and store discovery,” Rustagi added.
Duroflex optimizes Google My Business and for offline partners, Brands create microsites to send customer orders to their offline retail store. This allowed us to continue our offline store business even during the pandemic.
follow the trend
Buying a mattress is never an impulsive task.Customer in general Invest in mattresses for 7-10 years. “So when a consumer comes to us, it’s really important that we convert it really instantly and we can’t afford to let them go. Because you may come back another 10 years after you feel the need to buy a mattress, we need to communicate perfectly knowing that a mattress is a high value expenditure. We have to build the right story and let consumers discover and buy without losing them,” Rustagi points out.
Duroflex also implements a footstep tracker that provides the following views: customer footprints, store heatmaps, customer demographic views, and The amount of time customers spend in the store. This will help you understand your store’s traffic. planogram performance, consumer behavior, and in-store engagement.
When it comes to technology integration, Vipin believes that data Flow is very important, optimizing and interpreting the collected data. Building the right customer journey is extremely important. That’s why Touchpoints should be well connected. Duroflex therefore builds a robust CRM that complements the brand’s e-commerce portals and offline touchpoints.
