Results

Raymond with its 97-year-old expertise is a textile powerhouse with modern infrastructure and strong fibre-to-fabric manufacturing capabilities. Along with being reputed, it is the fastest-growing fashion fabric brand. Raymond offers an exquisite range of shirting and suiting fabrics across a plethora of options such as Worsted fabrics, Cotton, Wool blends, Linen and Denim. Raymond has an immaculate coverage through its successful franchise model, a retail presence of 1500+ stores across India, to cater to the market. With scale there comes a huge potential to drive customers to the stores through a phygital approach. Raymond after through evaluation partnered with ProManage in April’24 to evolve this phygital journey. With the goal to capitalise “near me” searches, the first challenge was to address the changing landscape of digital searches. With the advent of AI engines, searches done by digital audience has evolved and the search landscape is changing. For the first time Google saw a 1.41% dip in visits and it is just the beginning. On the other hand, platforms like Bing, ChatGPT and Gemini saw a YoY uptick in visits by 27.7%, 67% and 41% respectively. Moreover, franchise model created a decentralised control over digital listings, store profiles had inconsistent details, manual verification was time consuming, profiles weren’t protected to avert unauthorised changes, and overall lack of personalisation and capturing of customer day becoming a barrier of remarketing. ProManage with its AI enabled martech ecosystem of products were able to handle all of the above concerns through its platform. Starting with an unparalleled distribution strategy to handle the search dynamics to capturing first party data to tactical responses to reviews with AI to improve brand perception. This enabled a 546% growth in total searches, 533% rise in total digital actions leading to a staggering 3.92x return on this engagement spend in