The Fashion Brand
Redesigning the customer journey from Instagram enquiry to fulfilled order.
The Business
A direct-to-consumer fashion label selling primarily through Instagram DMs and a lightweight storefront, with a steadily growing volume of daily customer enquiries.
The Problem
Every sale began as a DM conversation, manually copied into a spreadsheet, then re-typed into the fulfillment system. The same customer information was touched by hand three separate times before an order ever shipped.
The Current System
Staff monitored Instagram, WhatsApp, and email in parallel, with no shared view of which enquiries had converted, which had gone cold, and which simply needed a follow-up nudge. Nothing lived in one place.
The Bottleneck
Enquiries that arrived outside business hours sat unanswered until the next morning, and by then, a meaningful share of those customers had already bought from a competitor who replied faster.
The Redesign
A unified enquiry intake now pulls every channel into one queue, automatically tagged by intent, like a sizing question, an order-status check, or a brand-new enquiry, so staff work from one prioritized list instead of three open apps.
The Automation
An instant acknowledgment goes out within seconds of any enquiry arriving, and confirmed orders sync automatically from the storefront straight into fulfillment, with zero manual re-entry.
The Artificial Intelligence Layer
Common sizing and product questions now get a first-pass AI-drafted reply for staff to review and send, cutting response time without losing the brand's voice or putting an untouched AI reply in front of a customer.
The Outcome
Average first-response time dropped from hours to under a minute. Staff time shifted away from manual data entry and toward actually closing sales and handling the enquiries that genuinely need a person's judgment.
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