A digital transformation expert with solid credentials in ecommerce and mobile development for retail brands, says Buro.Global, Prashar is responsible for the product proposition, platform development and UX design for the upcoming UK flagship launch of its luxury lifestyle destination for affluent millennials, Buro 24/7.
Prashar will focus on creating a USP in digital publishing to inspire action in the digitally savvy, native user base, developing utility tools where customer and data insight sits at the heart of the proposition.
Prashar’s career boasts an impressive array of digital success stories across retail platforms, most notably her seven years spent at the world’s largest online fashion store, ASOS.com. Prashar introduced product development in to the business, and took ownership for delivering internationalisation, mobile web, and the first series of mobile apps across IOS and Android, growing the brand’s mobile sales to over 70%. These customer focused initiatives grew the brand’s visitors from 3.4 million to 9.9 million a month during her time and took the brand to in excess of a £1bn business - and continue to be used heavily today, says Buro.Global.
Further career highlights for Prashar include consulting for Nails Inc, evangelising a multi-channel customer experience across all touch points. She was appointed to take the lead in launching a new responsive site and their first mobile site, elevating the brand’s digital footprint in the lead up to the launch of the collaboration with Victoria Beckham.
With the arrival of the UAE’s first high fashion multi-brand concept Boutique 1 in London’s Sloane Street, Prashar made the move into luxury, creating an omni-channel experience with the launch of the new online and mobile store www.boutique1.com. Prashar was responsible for generating a global proposition, launching its international gift card and loyalty scheme that works across all of their stores globally and online, and developed further products such as digital registrations and stylist booking, and global stock view. Prashar’s passion and experience for exceptional and effortless customer experience is accelerated by the use of technology. As Chief Digital Officer at The56.com and Thevault56.com she brought digital innovation to a heritage brand group when she launched the new online outlet for the Alothman-Fashion group, a business that has operated in the luxury market since 1956.
“It’s such an exciting time to be in the luxury digital publishing space – with strong tech and content credentials the tools are there to provide a mobile-first generation with what they want,” says Prashar. “Key to this is producing great content that offers a step-by-step immersive experience. With instinctive technology, the aim will be for Buro 24/7 to become a seamless part of millennials’ everyday life.”
“Key to winning the hearts and minds of Buro.Global’s target market, a demographic we call ‘generation now’ is to deliver a luxury brand platform through the lens of experience,” says Nick Smith, CEO of Buro.Global.
“That’s true for both publishers and retailers alike. Reena’s track record of combining creativity, technology and a customer-centric approach is perfectly aligned with our strategy for Buro 24/7 to act as luxury brands do and disrupt the luxury publishing category.”
Prashar joins the growing Buro 24/7 team that includes Kate Stephens as Editor-In-Chief and Global Editorial Director, Sophie Beresiner as Beauty & Style Director, and Natalie Hartley as Fashion Director. The appointments come in readiness for the luxury lifestyle destination’s UK flagship launch.
Since launching in 2011, Buro 24/7 has become a leading editorial voice and innovator for advertisers in the premium lifestyle category. With a focus on emerging luxury markets and a core audience of 18 to 34-year-olds, it has a total audience reach of 11.5 million across digital and social platforms, firmly cementing its position as a world-leading luxury digital destination for the affluent millennial, says the company.