Through the customer experience team reports of user reviews and NPS scores, we understood how our customers' main concerns were about product quality and size accuracy. Considering how the product design team was still working on a Pomelo standardized size model, it was just natural that customers were feeling insecure about their own Pomelo Size.
Our first hypothesis was that the online model required introducing the nature of physical contact in the fashion business, like giving the customer the possibility to touch the fabric, experience the color, and try the size before committing to paying for any garment.
Pomelo Pick Up, now known as Tap. Try. Buy, was our way to face the new quest.
We tested the idea at our first Pop Up Store so that the experience was under our own control. Customers would buy online and select our store as a pickup location, with the option to only pay for those items they were interested in.
After five months of iterating and improving features, Pomelo Pickup users were 40% of the total of our Thailand online orders, and that was only one store. Our next objective was to scale the service to any location around the city with a nice, clean, and comfortable space to try the clothes on.