Daffodil Software
Trusted partner for custom software development
Trusted partner for custom software development
The Souled Store is one of India's largest officially licensed merchandise brands, partnering with over 150 franchises and sports teams, including Disney, Marvel, and WWE. Catering primarily to fashion-forward millennials and Gen-Z, it offers a wide range of top wear, bottom wear, and sneakers through its website and 20+ physical stores in major Indian cities.
The Souled Store's search for a strategic tech partner
The Souled Store sought a technology partner to manage its entire tech landscape, from mobile app development to platform enhancements and global expansion. Their primary goal was to boost market penetration by creating a dedicated mCommerce app based on their existing e-commerce platform.
In addition to developing the app with advanced features like a wallet, search, and vouchers, they needed a mobile CMS for managing catalogs and campaigns. The Souled Store also aimed to provide a seamless omnichannel customer experience but struggled with inventory management and reliance on a third-party POS system, which created pricing inconsistencies and hindered return processes.
To improve fulfillment, they wanted to implement options like BOPIS and BORIS, facilitating easier returns and better integration of online and offline channels. As part of their strategy to expand globally, they aimed to launch in the U.S.
To achieve this vision, The Souled Store partnered with Daffodil Software for their expertise in developing robust solutions.
Daffodil Software was required to:
Develop a comprehensive mobile app from scratch based on their web-based ecommerce store, while incorporating several key improvements & ensuring an intuitive, cohesive appeal for both the app and website.
The Souled Store's global expansion was significantly bolstered by strategic initiatives executed by Daffodil Software, which served as the technology partner. Initially, Daffodil focused on enhancing operational efficiency and customer satisfaction through a comprehensive strategy. This included developing a mobile application that replicated the e-commerce website's functionalities while improving user experience via a React Native front-end and a Python back-end, hosted on AWS for reliability.
Key enhancements included a custom Natural Language Processing (NLP)-powered search engine, allowing users to conduct intuitive searches, and a “Pick Up Where You Left Off” feature that improved user retention. Dynamic widgets, such as personalized recommendations and best-sellers, were integrated to elevate user engagement.
Daffodil also created a Content Management System (CMS) for managing product catalogs and campaigns, streamlined returns management, and introduced a digital wallet for loyalty rewards. The focus on optimizing the omnichannel experience involved developing a custom POS system and enabling flexible fulfillment options, including split-day delivery and hyperlocal e-commerce solutions.
To enter the U.S. market, Daffodil conducted extensive market research to localize the website, adapt payment methods, and establish fulfillment centers, ensuring a seamless shopping experience.
The Souled Store team was highly satisfied with Daffodil’s execution of the entire project. The launch of the mobile app resulted in an overwhelming response, doubling traffic to their digital stores & significantly boosting sales. The application played a crucial role in growing Souled Store’s customer base to over 7 million users. The mobile-based CMS streamlined product launches and automated
catalog management, enhancing operational efficiency.
With a synchronized inventory management system and a customized in-house POS, The Souled Store now offers a seamless offline-to online customer experience, including hyper-local e-commerce. These enhancements have created a truly omnichannel shopping experience, reduced dead stock, and strengthened the brand’s position in the apparel landscape. The Souled Store plans to expand
from 22 stores to 100 across India and aims to significantly increase its footprint in the retail market.
