A three-year vision for India's leading electronics retailer. Spanning web, app, in-store, AR tools, and a new design system adopted across all Cromā design teams.
Provide the world's best omnichannel shopping experience. Connect customers to Cromā beyond the physical store.
73% of customers use multiple channels during a purchase. The trust and service of the in-store experience weren't reaching the digital journeys.
Cheaper online options were eroding loyalty. Cromā needed reasons to choose it that price alone couldn't beat.
Millions of younger customers and shoppers outside store catchments never met Cromā at all.
Workshops, interviews and on-the-ground research across the business, customers and competitors.
Synthesised research and built the framework that would hold the vision together over time.
Generated cross-journey concepts, then refined the strongest into specific propositions across web, app and in-store.
New tools that enhance the store, and follow the customer home. A room scanner that calculates AC requirements, AR previews to visualise a new TV in your living room, and immersive AR onboarding to set the product up after it arrives.
Addressed a trust gap. Customers couldn't commit to large electronics purchases without confidence about fit and compatibility.
A cleaner, more human approach to product pages that walks customers through features and specifications. A restructured checkout breaks payment into clear steps, with offers and flexible options surfaced at the right moment.
Unified because customers switch channels mid-journey. Inconsistency at the point of decision costs conversion.
An ongoing journey of ownership. Additional product content, intelligent tools, services and personalised offers via the My Cromā app. Staying by the customer's side through the full lifecycle: use, maintain, upgrade, or sell on.
Shifts Cromā from transaction to platform. A reason to return that online-only competitors can't replicate.
The vision received a hugely positive reaction, and the design system was immediately adopted by all Cromā design teams and partner agencies.Project outcome · Cromā vision
All Cromā teams & partner agencies.
Checkout flow moved straight into development.
Aligned across design, product and the wider business.
