Six teams, one view per head

The platform is organised the way IRTH is run, so every head opens the console that belongs to them.

Platform map

Every module on the platform, the engine behind each one, and what it does on this brand.

Aiera Live · IRTH call desk

Two live voice agents run on this brand: a sales and enquiry agent, and a customer support agent. Both speak English with natural Hinglish switching, close within a 300 second ceiling and end with a WhatsApp or callback offer.

How a call is recorded

Enquiry and lead desk

Every enquiry gets a call attempt inside the hour, a reason code, and a dated next step. Nothing sits in a spreadsheet.

Live enquiry queue

Customer names are masked on this console. Source, category and ageing follow the live enquiry mix.

Funnel on current inputs

The appointment desk

An answered call is worth nothing until a slot is held. The desk holds the slot on the call, confirms it the day before, and writes the outcome back.

Appointment types held on this brand

Rules the desk follows

• A slot is only offered when the calendar shows it open; the agent never promises a time it cannot hold.
• Every appointment carries a named person at the store, not just a store name.
• A no show is called once, the same day, and re-offered a different window.

Service and warranty desk

Job intake, status calls and completion confirmation, so the customer never has to chase the store.

Escalation rules

• Any job past its standard turnaround is escalated to the store manager the same day.
• A second complaint on the same job goes straight to a senior advisor, never back to the agent.
• Warranty decisions are never communicated by the agent until the service centre has confirmed them.

Messaging desk

Not every conversation deserves a call. Where a message clears the volume more cheaply and more politely, the desk sends a message.

Messaging cost avoidance is modelled at the difference between a messaging contact and a voice contact on Indian rates.

Retention and dormancy

2,40,000 identities have gone quiet on this brand. The engine reads the customer book continuously and produces a dated call list per segment.

Segment sizes are modelled from the 60+ strong network and the published customer base. Every rate here is an editable input.

Replenishment book

Fragrance and accessories repeat on consumption, not on occasion. The IRTH book is built from bottle size and purchase date.

How the desk behaves on it

• The agent recommends by note family from the record, never by discount.
• One replenishment call per cycle; a customer who declines is skipped next cycle.

Book sizes are modelled from the 60+ irth stores and shop-in-shops and comparable programmes. Each one is replaced with the brand's own figure in the first data session.

Loyalty desk

Tier movement is the cheapest growth on this brand: a member about to slip a tier is worth a call, and a member one purchase away from the next tier is worth two.

What the desk does with it

Campaigns and launches

Each campaign arrives at the desk as a script, a call list and a stop rule, not as a brief.

Category focus in the current window

Campaign names describe campaign types, not confirmed IRTH plans. Call shares are modelled on comparable windows.

Replenishment and launch trigger desk

Consumption clock by bottle size, plus new variant launches and gifting windows.

Rules on the trigger

• A 100 ml bottle bought 14 weeks ago opens a replenishment call window.
• A new variant in a customer's note family opens one launch call.
• Two declined replenishment calls stop the ladder for that customer.

A trigger only ever opens a call window. It never sends an offer, a price or a discount on its own.

Concierge desk and scent consultation

Choosing a fragrance is a conversation about notes. The desk books that conversation and sends samples first.

Uplift and routing shares are modelled on comparable appointment led retail. They are inputs, not claims.

Note lookbook and gifting guide

A short set by note family and occasion, priced, with the sample dispatch offered on the same call.

What a brief carries

Marketing studio · IRTH

Five campaign images and five reels built for IRTH from its own range, occasions and audience. Every frame is generated on brand and carries the concept, the channel and the call to action it was written for.

Five campaign images

1200 × 750 · feed

Women's handbags and accessories

IRTH

Hero product still — structured IRTH handbag on a studio block

Single subject, no clutter. Used as the anchor frame for the a work to weekend bag push and cut down for stories.

Product heroWorking women, 24 to 38Instagram feed · Meta paid

Book a store visit

1200 × 750 · feed

Made for a work to weekend bag.

IRTH

A work to weekend bag campaign frame

Human moment around the product, shot to run through the a work to weekend bag calendar in every region.

OccasionWorking women, 24 to 38Meta + YouTube masthead

See the collection

1200 × 750 · feed

60+ irth stores and shop-in-shops

IRTH

Store and service frame

Retail proof for local campaigns: the room, the advisor and the process a customer walks into.

Retail experienceWorking women, 24 to 38Google Performance Max · local

Find your nearest store

1200 × 750 · feed

Vegan leather, built for a laptop and a day out

IRTH

Craft and proof frame

Macro proof frame used wherever the claim needs evidence: process, tolerance, certification, hand work.

Craft proofWorking women, 24 to 38Brand film stills · PR

Read how it is made

1200 × 750 · feed

4 ranges, one ladder

IRTH

Range and price ladder frame

Flat lay of the ladder from occasion clutches to work totes, used in CRM and catalogue.

RangeWorking women, 24 to 38Catalogue · CRM email

Browse the range

Five reels

Each reel ships as a beat sheet with its opening frame, ready to shoot or generate on approval.

720 × 1280 · 9:160:08

Women's handbags and accessories

IRTH

Three second hook reel

Opens on a structured IRTH handbag on a studio block in motion, holds one line, ends on the store CTA.

1. 0-2s Macro push in on a structured IRTH handbag on a studio block
2. 2-5s Pull back to reveal a pastel studio set with geometric blocks
3. 5-8s Hold on the product, CTA card

Product heroWorking women, 24 to 38Instagram Reels · Shorts

Book a visit

720 × 1280 · 9:160:10

The a work to weekend bag film.

IRTH

A work to weekend bag story reel

One customer moment, working women, 24 to 38, shot handheld and cut tight.

1. 0-3s The moment before: a work to weekend bag preparation
2. 3-7s The product enters the frame
3. 7-10s Reaction, then the brand card

OccasionWorking women, 24 to 38Reels · WhatsApp status

See the collection

720 × 1280 · 9:160:10

Vegan leather, built for a laptop and a day out

IRTH

How it works reel

Screen recorded and shot steps of the actual process, used to answer the top objection.

1. 0-3s The question a customer asks
2. 3-7s The process on camera: vegan leather, built for a laptop and a day out
3. 7-10s What the customer walks away with

ExplainerWorking women, 24 to 38Shorts · store screens

Talk to an advisor

720 × 1280 · 9:160:08

Walk into IRTH.

IRTH

Store walkthrough reel

Single take walk through the store, cut to the retail and stores script.

1. 0-2s Door opens, camera walks in
2. 2-6s Advisor presents a structured IRTH handbag on a studio block
3. 6-8s Appointment card, store name

Retail experienceWorking women, 24 to 38Local Reels · Maps

Find your store

720 × 1280 · 9:160:10

Why working women choose us.

IRTH

Customer voice reel

Creator style piece to camera, no studio polish, subtitled for sound off viewing.

1. 0-3s Piece to camera, one honest line
2. 3-7s Cut to a structured IRTH handbag on a studio block in real use
3. 7-10s Recommendation, brand card

Social proofWorking women, 24 to 38Reels · influencer whitelisting

Book a call back

Campaign windows these creatives feed

Creative concepts are written from published IRTH range and occasion language. Visuals are generated for this console and are not shot campaign assets.

AI product portfolio · IRTH

Five AI products designed for IRTH specifically, each naming the bottleneck it removes, what gets built, and the one number it moves. Scored on business impact against build effort.

Impact and effort are scored by the build team on the brand's own volumes, and are re-scored at the month six review.

Scent and style profiler

Choice is the barrier: nobody picks blind from the IRTH range. A short profiler narrows it to two options and attaches a trial.

How it works, end to end

The value, on IRTH numbers

Moves: Trial to purchase rate. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: four questions to two options

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same IRTH customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 85/100 against 30/100 build effort. Horizon Now, current stage Prototype, payback 8 weeks. Re-scored at the month six review.

Gifting and replenishment desk

IRTH products are consumed on a predictable cycle, and nobody calls when the bottle is empty. This desk calls at the right week, and again before every gifting peak.

How it works, end to end

The value, on IRTH numbers

Moves: Repeat purchase rate. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: a refill nudge that lands in the right week

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same IRTH customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 67/100 against 62/100 build effort. Horizon Next, current stage Concept, payback 11 weeks. Re-scored at the month six review.

Enquiry-to-appointment agent

Every enquiry that reaches IRTH gets a call back inside the hour, in the language the customer wrote in, and ends with a slot held in a named store's book.

How it works, end to end

The value, on IRTH numbers

Moves: Enquiry to appointment rate. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: an enquiry called back in the hour

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same IRTH customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 78/100 against 44/100 build effort. Horizon Now, current stage Pilot, payback 6 weeks. Re-scored at the month six review.

Dormancy and reactivation engine

2,40,000 identities in the IRTH book have gone quiet. This engine ranks them daily and hands each store a dated call list with a reason on every name.

How it works, end to end

The value, on IRTH numbers

Moves: Reactivated customers per month. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: today's reactivation list for one store

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same IRTH customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 81/100 against 42/100 build effort. Horizon Now, current stage Pilot, payback 8 weeks. Re-scored at the month six review.

Conversation intelligence for the estate

Every IRTH call and chat is transcribed, coded to a reason taxonomy and rolled up to region, store and category, so the rising objection is on the leadership pack the week it rises.

How it works, end to end

The value, on IRTH numbers

Moves: Objections resolved before escalation. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: last week's rising objection

Who uses it, and why it holds

Systems it needs

Rollout on this brand

Guardrails

• No price, discount or making-charge negotiation on the call; the agent states published terms only.
• Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
• A single stop rule across the estate: the same IRTH customer is never worked twice for the same reason.
• Scored at desk, region and issue level, never against a named advisor.
• Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 78/100 against 36/100 build effort. Horizon Now, current stage Prototype, payback 10 weeks. Re-scored at the month six review.

Store network

60+ IRTH stores and shop-in-shops, read region by region, with demand and staffing pressure next to each other.

Store level signals the desk acts on

• Enquiry volume above what the store roster can answer, two weeks running.
• Appointments booked but not honoured, by store and by advisor.
• Requests for stock the store does not hold, so transfer replaces a lost sale.

Stock and availability

The desk stops promising blind. Before an appointment is offered, the enquiry is matched against what the store actually holds.

What happens when the piece is not there

• The desk names a second store in the same city before it names a date.
• A transfer is raised with a dated arrival, and the customer is called when it lands.
• A repeated gap in the same category at the same store is written into the store audit.

Availability percentages are modelled against the category plan. They are replaced by the live stock feed at go live.

Store audit

Display, stock and process compliance scored on the same rubric everywhere, with a dated action against every gap.

Rubric

One audit cycle covers 50% of the points of sale in a quarter, so every point is seen twice a year or better. Scores, actions and ageing are modelled on audit cycles of comparable networks.

Conversation intelligence

Every conversation is transcribed, coded and counted, so the brand learns what customers are actually asking, not what the desk remembers.

What comes out of it every week

Coding is at issue level. No individual customer and no individual advisor is profiled or ranked.

Call analysis

Every IRTH conversation is transcribed, coded and scored: what the caller wanted, what stopped them, what was promised and what happened next. This is the record the desk, the campaign team and the store network all argue from.

A day off the desk, identities masked

What stopped the call, and what the desk did next

What the transcript is mined for

Transcript volumes and scores are modelled on the current script until the brand's own telephony is connected. Caller identity is masked in every screen and every export.

Caller coaching

Every call the IRTH desk makes is scored on the same six behaviours, and the lowest scoring behaviour becomes next week's drill. Coaching is written at desk, region and issue level, never against a named individual.

The six behaviours, and where the desk stands

Lowest adherence right now is objection handling at 59%. That is the drill below.

Region scorecards

This week's drills, written from lost conversations

How a drill reaches the floor

• Monday: the week's calls are scored and the lowest behaviour is picked by number, not by opinion.
• Tuesday: three good calls and three weak calls on that behaviour are clipped, with identities masked.
• Wednesday: the script line is rewritten and pushed to both the human desk and the voice agent.
• Friday: the same behaviour is re-scored and the movement is reported to Head of retail.

Scores are modelled on the current script and comparable Indian voice desks until the brand's own recordings are connected. No individual advisor is ranked, scored or named in any output.

Quality record

Every conversation is scored on the same five dimensions, at issue and store level, so quality is a number the brand can argue with.

Market sense · web intelligence

Six buckets, read off the open web for IRTH: competitor moves, category demand, the brand's own online reputation, the price and offer message in market, retail expansion, and the social conversation. Each bucket opens with the analysis — how the brand is actually doing on that front and what to do next — and the sources it was written from sit underneath it as the evidence.

Who is tracked against IRTH

Category read as: women's handbags and accessories India. Reputation read from amazon.in, myntra.com, trustpilot.com and open consumer forums.

Written off 60 sources for IRTH. Every claim is backed by the linked sources under each bucket.

How each bucket is built

Results are ranked by how sharply they read against the brand, so complaints and competitive moves surface first. Severity is a keyword read on the headline and summary, not a judgement.

Value model

Move any input. Everything recalculates. Every figure starts from the published IRTH network and is editable.

Service saving is modelled at ₹42 of handling cost avoided per conversation the desk closes without a store call back.

Data readiness

What is connected on day one, what is modelled today, and what IRTH needs to hand over for the pilot to go live.

What is needed to go live

• A contactable customer extract with consent flags, in any format.
• Store and advisor calendars, or a single sheet per region to start.
• One session with the IRTH team to replace every modelled volume with the brand's own.

Required inputs

What the IRTH team hands over, in whatever format it already exists, for the pilot to run on the brand's own numbers.

Nothing here blocks the console. Every input replaces a modelled figure already on the screen.

Method and limits

How the pilot runs on IRTH, week by week, and what the system will not do.

What this system will not do

• It will not quote a price, a discount or a making charge outside the published range.
• It will not claim a warranty outcome before the service centre has confirmed it.
• It will not call a customer who has declined or opted out, for any reason.
• It will not score, rank or profile an individual customer or an individual advisor.
• It will not pretend to be human when asked directly.

Commercial terms

One flat retainer for the platform and the desk, usage billed as pass through at cost, and a review at month six.

Governance

• No individual customer is scored, profiled or ranked. Quality sits at store and issue level only.
• Consent and do-not-call flags are respected on every attempt, with a stop rule per segment.
• Every conversation is retained for a stated window and is available to the brand team in full.