This approach helps both brands resonate more with the local audience
Mumbai: Iconic denim and lifestyle brand Wrangler has partnered with India’s favourite neighbourhood café, SOCIAL to launch an exclusive branded merchandise line. This highly anticipated collaboration marks SOCIAL’s debut into co-branded merchandise, featuring a limited-edition collection that fuses Wrangler’s legendary style with SOCIAL’s urban energy and cultural influence.
Ace Turtle, founded in 2014 as a SaaS platform provider, has transformed into a retail powerhouse, redefining the shopping experience through technology and consumer insights. From taking over iconic brands like Lee and Wrangler to pioneering omnichannel retail solutions, Ace Turtle is at the forefront of blending personalization, hospitality, and innovation. As it adapts to Gen Z’s demand for hyper-personalized and engaging retail experiences, Ace Turtle sets new benchmarks in customer-centric retail, powered by advanced technology and a deep understanding of consumer behavior.
MadeInMedia.in’s Kalpana Ravi caught up with Nitin Chhabra, CEO of Ace Turtle (the exclusive licensee of Wrangler in India), on the origin of Ace Turtle, revolutionizing retail, collaboration with SOCIAL, and much more…….
Excerpts:
Origin of Ace Turtle
Ace Turtle originated in 2014 as a technology company providing a Software as a Service (SaaS) solution. Initially, it focused on offering a channel commerce platform for major brands such as Ray-Ban, Puma, Nike, and Procter & Gamble.
During the pandemic, Ace Turtle evolved significantly by shifting its focus to retail brands. This transition included taking over the licensing for brands like Lee and Wrangler from a subsidiary that was already a client. As a result of this rapid growth, Ace Turtle decided to shut down its SaaS business and repurpose its technology exclusively for retail operations.
The company now operates without a traditional sales team, relying instead on its technology platform to gather consumer behaviour data and enhance the shopping experience. This includes using computer vision to track customer interactions in stores, which allows for a more personalized and efficient retail experience.
Ace Turtle’s next steps involve a focus on enhancing customer experience and expanding its retail presence. They are planning to open more stores and are committed to providing a seamless online-to-offline experience. This includes ensuring pricing consistency across all platforms, which is facilitated by their technology that allows for real-time updates.
Additionally, Ace Turtle aims to leverage consumer data to improve their supply chain and personalize customer interactions. They have recognized the importance of personal attention in physical retail environments, which aligns with the expectations of Indian consumers. The company is also exploring personalization strategies, although they acknowledge that there is still progress to be made in this area.
Overall, Ace Turtle is focused on using technology to enhance operational efficiency and customer engagement as it continues to grow in the retail sector.
Omnichannel Experience
Ace Turtle is focused on creating a seamless omnichannel experience, which integrates both online and offline retail environments. They have implemented a system that allows for real-time updates of pricing across all retail touchpoints, ensuring that customers see consistent prices whether they are shopping online or in-store. This is achieved through their technology platform, which can change prices in less than two seconds.
The company uses advanced technology, including computer vision, to gather data on customer behaviour in physical stores. This allows them to track how long customers spend in the store, which products they pick up, and where drop-offs occur in the purchasing process. This data is then fed back into their supply chain to improve inventory management and customer service.
Additionally, Ace Turtle recognizes the importance of personalization in the shopping experience, particularly for younger consumers like Gen Z. They are exploring ways to offer tailored experiences, although they acknowledge that they still have work to do in this area.
Overall, Ace Turtle’s approach combines technology with a focus on customer service, aiming to provide a hospitable shopping environment where customers receive personal attention and guidance.
Hyper Personalisation
Gen Z consumers are increasingly seeking hyper-personalization in their shopping experiences. They desire products and services that reflect their individuality and preferences, which is a significant shift in consumer expectations. This generation is looking for differentiated offerings that allow them to express their unique identities.
Ace Turtle recognizes this trend and is working towards implementing hyper-personalization strategies, although they admit that they still have some way to go in fully realizing this goal. They have conducted early proof of concepts (POCs) to explore how they can better personalize the shopping experience.
In physical retail environments, Gen Z consumers prefer personal interaction and guidance over automated suggestions. They appreciate hospitality and personal attention from staff, which enhances their shopping experience. Ace Turtle is adapting to these preferences by ensuring that their stores provide a welcoming atmosphere where customers can receive assistance tailored to their needs.
Overall, the focus on hyper-personalization is part of a broader strategy to meet the evolving expectations of Gen Z consumers, who are looking for more than just products—they want experiences that resonate with their identities.
In-store shopping experience
Ace Turtle’s in-store shopping experience is crafted to emphasize customer engagement and personalization. Here’s how it’s achieved, by understanding that Indian shoppers value personal attention, Ace Turtle ensures a hospitable environment where staff assist customers, prioritizing human interaction over solely tech-driven recommendations.
Leveraging advanced tools like computer vision, the company monitors customer behaviour within stores—tracking time spent, product interactions, and points of drop-off in the purchase journey. The trial rooms are equipped with screens displaying personalized product recommendations based on items customers try. While customers can request different sizes through these screens, the focus remains on personal assistance rather than fully automated solutions.
By analysing data on shopper preferences and behaviours, Ace Turtle refines inventory management and enhances the overall customer experience.
Blending cutting-edge technology with exceptional customer service, they have created an engaging and efficient in-store environment tailored to meet modern consumer expectations.
Collaboration with SOCIAL
Wrangler and Social have collaborated to connect with the young consumer by merging their distinct brand identities and creating engaging experiences. Their partnership focuses on co-branding efforts, such as a limited-edition T-shirt collection that celebrates both Wrangler’s cowboy heritage and Social’s connection to the Indian youth culture. This collection features graphics that resonate with both brands, such as a cowboy at a beer pong festival, and elements that reflect the Indian lifestyle, like a noodle box.
Additionally, they are organizing events in popular locations where young consumers gather, integrating music and local artists to enhance the experience. This strategy aims to create a community around the brands, making them more relevant to the current preferences of young consumers who are increasingly seeking offline experiences post-pandemic. By positioning themselves in environments where their target audience spends time, they hope to foster deeper connections and engagement.
Marketing Strategies
The marketing strategies employed by Wrangler and Social to connect with young consumers include a combination of digital engagement, co-branding, and experiential marketing.
Both brands have recognized that traditional advertising methods are less effective, particularly in the digital space where customer attention is hard to capture. They primarily utilize digital advertising, with offline efforts limited to point-of-sale promotions. They have now decided to focus on building specific communities, such as biking enthusiasts, which aligns with Wrangler’s heritage. This approach allows them to connect more deeply with niche markets rather than attempting to appeal to a broad audience.
The collaboration led to the creation of a limited edition T-shirt collection that merges elements from both brands. This collection features graphics that resonate with the young consumer demographic, such as a cowboy at a beer pong festival, which blends Western and Indian cultural elements. They are organizing events in popular locations where young consumers gather, integrating music and local artists to create engaging experiences. This strategy aims to foster community and enhance brand relevance in the lives of young consumers.
The partnership emphasizes cultural relevance by blending Wrangler’s Western heritage with Social’s deep roots in Indian youth culture. This approach helps both brands resonate more with the local audience.
These strategies collectively aim to create a strong connection with young consumers by being present where they are, celebrating shared values, and providing unique experiences that reflect their lifestyles.