For nearly four decades, Ensemble has stood as one of India’s most iconic multi-designer destinations. From its early days as a home for curated fashion to its evolution into a global style institution, Ensemble has always championed craftsmanship and authenticity. Every piece is handpicked, every designer is chosen with intent, and every collection reflects the brand’s deep commitment to quality and taste.
As Ensemble’s presence expanded online, that same philosophy of curation shaped its digital experience as well. With over 75% of its online shoppers coming from international markets, the brand knew its checkout journey had to uphold the exacting standards its clientele expects: one that felt trusted, modern, and effortlessly global.
That pursuit of a world-class customer experience naturally led Ensemble to Razorpay and Apple Pay.
Elevating the Checkout Experience
As a brand catering to a discerning global clientele from markets like the US and UK, Ensemble is always listening to its customers. With many shoppers requesting faster and more modern payment options, Ensemble saw a clear opportunity to make its best-in-class service even better by enhancing the checkout experience.
- Meeting Customer Expectations: For over a year, discerning international clients had been requesting faster and more modern payment methods like Apple Pay.
- Improving Convenience: The standard checkout process required customers to manually enter card details and complete OTP verification, which could be a point of friction, especially for high-value purchases.
Building Trust: Offering a trusted and familiar payment option like Apple Pay was a strategic step to further build confidence with international shoppers, assuring them of a secure and simple transaction.
A Frictionless, One-Click Experience
Integrating Apple Pay through Razorpay was the clear solution to meet these modern customer expectations. As a primary payment method in key markets like the US and UK, Apple Pay was already a trusted part of their customers’ daily lives.
The new system transformed the payment process from a multi-step task into a secure, one-click transaction that takes only seconds. This allowed customers to complete purchases effortlessly, whether online from halfway across the world or as a visiting tourist in one of Ensemble’s physical stores. Supported by the Razorpay team, the integration was systematic and thorough, ensuring a smooth rollout.
A Game-Changer for Global Transactions
By proactively enhancing its checkout, Ensemble saw a significant positive shift in both customer behavior and internal operations.
- Impressive Adoption: Customers immediately embraced the new option, with one in every four or five international payments now made through Apple Pay.
- Zero-Friction Experience: The ease of use led to a superior customer journey. Since its launch, Ensemble has not received a single support query related to a failed Apple Pay transaction, a testament to the feature’s reliability.
- Strengthened Trust and Preference: The reliability of Razorpay’s platform led Ensemble to route 90% of its assisted international payments through Razorpay links, moving away from other platforms.
Conclusion
By partnering with Razorpay to integrate Apple Pay, Ensemble successfully aligned its digital checkout with the luxury experience its brand represents. This strategic enhancement not only met customer demand but also improved conversions and strengthened trust. As Ensemble continues to expand its global footprint, this robust and seamless payment foundation will be critical to its continued success.
