Exploring current user journeys to build a better product

Indicative helps INDOCHINO find actionable ways to improve their product—so they can boost conversion rates and adapt to changing times.

INDOCHINO - Overview


INDOCHINO was founded online in 2008 with a mission to make custom  formal wear more accessible and affordable—something that had been missing from the North American market.

Today, alongside a thriving ecommerce website, they’ve added a retail network of almost  80 showrooms, and expanded into new product categories like casual wear and outerwear.

All of that means they have a ton of data. But before they implemented Indicative, much of it had been living in disparate, inaccessible places.

As head of the ecommerce, marketing, product development, and inventory teams, VP of Growth Alex Nazarevich knew they needed a way to create a holistic picture of their customers that unified online and offline data into one complete profile.

They also needed more insight into the journey that led customers to buy—including each marketing touchpoint and its ultimate impact on conversion—so they could more effectively allocate budget and fix underperforming touchpoints.

INDOCHINO - Overview
  • Pull together data from a number of sources into one source of truth
  • Turn data into actionable analyses and product decisions
  • Democratize access to data throughout the company, empowering the team to validate their intuition and prove their case for product changes

“We’re all very data driven. There’s all these people who want to use data better to do their jobs. How do we give that to them effectively?”

Alex Nazarevich

VP of Growth

INDOCHINO - Challenge


Between the website and the retail app, which showrooms use to place customer orders, INDOCHINO has always had data, but the company struggled with a disjointed view of their customer.

Online and off-line data existed in different places and required separate analysis, which meant everything from running data insights to tracking customer order history, behavior, drop-off, and conversion funnels was time-consuming and manual.

Because of that, the company had trouble understanding the conversion impact of each marketing and product touchpoint, making it hard to effectively allocate their marketing budget toward the best performing channels and campaigns.

Both of those challenges turned into big problems when the COVID-19 pandemic hit. Suddenly, a chunk of their target market weren’t wearing suits or blazers on a regular basis anymore.

INDOCHINO needed to be able to figure out who was still wearing formal wear. They needed to know what content those customers were consuming and, critically, where in the customer journey they were dropping off.

That meant marrying together their event data online, in-store data, digital analytics, customer data, lifetime value, and purchase histories. They needed to be able to see a holistic picture of their customers—to see each customer as one person, instead of an online customer and a retail customer.

INDOCHINO - Challenge

In uncertain times, they realized that more than ever, every order mattered.  

That brought Alex and the team back to something they’d always suspected, but never had the data to back up: the online shopping cart could be a lot better. It had been the same for a number of years, and they felt there was room to optimize it.

But the product and marketing teams couldn’t access the data they needed to validate that suspicion, make actionable decisions about how to improve the digital experience, or prove the case as to why certain changes were needed.

  • Customer data was disjointed and siloed
  • The customer’s path to conversion was a black box, making it impossible to measure the impact of marketing touchpoints on conversion
  • Lack of accessible data kept the team from making actionable decisions and proving their case for digital experience changes

“You have all this data available to you, but you’ve got your product data, your consumer data, your digital analytics over there—and none of it really tied together. Or if it did, it was a very manual and laborious effort.”

INDOCHINO - Data Stack - Case Study


“We really needed to get on board with something like Indicative where we could properly bring together our data, visualize it, and get some new insights,” Alex thought at the time.

Today, all of their data is connected and unified in Amazon Redshift—and Indicative connects directly with their Redshift data warehouse.

Now, everyone on the team—regardless of technical experience—has direct access to complete data. Everything they know about customers is unified in the data warehouse. Online data, offline data, conversion, retention, engagement… everything they need to develop a holistic view of each customer. And they use Indicative to analyze data based on that unified view.

For example, with all their customer and product data unified, they were able to explore that gut feeling about the checkout page.

Using Indicative, they quickly and easily pulled together a funnel to see how much drop-off happens between the checkout page and ultimate conversion. What they found validated the team’s intuition and gave them a clear next step to improve the page and boost conversions.

INDOCHINO - Data Stack - Case Study
  • Unify all data into the data warehouse
  • Connect Indicative to Redshift to enable a holistic view of customers
  • Conduct analyses based on that unified data to find actionable ways to improve conversion, retention, and engagement

“It’s democratized our data and certainly made it a lot more accessible. Now, suddenly anyone on our marketing team, anyone on our ecomm team—no matter how technologically advanced they are—can easily grab the data.”



Today, the company has a single source of truth where all their data lives. That means they no longer have to deal with separate, redundant customer profiles. Instead, they have one complete customer profile based on all of their data.

With Indicative connected directly to that single source of truth, Alex and team can see the full customer journey, including all the touchpoints that lead up to conversions, re-purchases, and more. They know which marketing channels lead to those conversions, for example, which assets keep customers engaged with the product, and which products correlate with customer retention.

Everyone on the team can perform analyses and, with that data in hand, make actionable decisions and effectively allocate marketing budget to double-down on what works and improve underperforming assets.

As for the checkout example, their intuition was validated by analyses in Indicative that showed alarmingly low checkout completions. They recently launched a full redesign of the page and flow, and while it’s still early, Alex told Jeremy they’ve already seen a 10% jump in checkout completions.

  • One holistic customer profile, based on all online and offline data
  • A detailed view of the customer journey that makes it easy to allocate marketing spend to what works
  • Ability to validate their intuition and take concrete steps to improve conversion, retention, and engagement

“It’s much better to be able to go in and test a hypothesis or see if you can find data to support or negate it right away. And then that opens the door to more questions, getting that discussion going, and making the case to make a change.”

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