Murtaza Salman Abedin, Co-Founder & CFO of Fitoor while in conversation with Daily NewsPK explained how they are ensuring superior customer experience while supporting & promoting artists and enthusiasts in Pakistan through their online platform.
1. What led you to create ‘Fitoor’? When was it founded?
Pakistan is a land beaming with endless talent and passion for art. Unfortunately, there has always been very little recognition and support for it. This distinct disparity is why three students who had a keen eye for aesthetics envisioned the concept of Fitoor. Since then, we have set out on the arduous yet rewarding journey of creating a platform that aims to bridge the gap between art lovers and artists. Within mere months of its creation in April 2020, the Fitoor family now has over 300 artists from all across the country specializing in an immensely diverse range of art forms including acrylics, oils, pastels, calligraphy, landscapes, pop art and digital illustrations. Currently, 80% of our vendors are women who have finally found a way to use their talents to earn an income from the comfort of their homes.
2. What is the core service/solution you are providing? What are the pain points that you are targeting and what is the key differentiating factor from similar offerings?
Fitoor is Pakistan’s first online platform that is built to cater to both artists and enthusiasts of the craft. However, it is much more than just a marketplace. It is a dream. It is a movement. Our mission is rooted in breaking social and cultural stereotypes in order to empower local talent to attain their true potential by pursuing their passion as a full-time career. We strive to create a viable means of income for these individuals based on their gifted abilities because it is our firm belief that art deserves just as much respect and admiration as conventional professions. Our hardworking team works tirelessly to facilitate artists overcome every technological barrier in order to be able to sell their art. We provide rigorous marketing of artwork accompanied by a diverse delivery system with over 300 locations to ensure a smooth experience for artists. Another key component of our initiative is to make art accessible to everyone by offering the finest pieces at the most reasonable prices delivered right to customers’ doorsteps! Our state of the art website built on international standards ensures an engaging shopping experience for buyers without all the hassle of running between stores. We hope to connect all possible buyers of art to the abundance of talent in Pakistan.
3. What are the parameters to measure client satisfaction?
At Fitoor, we have a very particular focus on building a holistically enjoyable customer experience. To ensure maximum satisfaction and value, our customer support team routinely calls and emails buyers to get their feedback and work upon their concerns. The website also has a dedicated ratings section to gain insight on the quality of the consumer browsing experience. Last but not the least, our representatives are responsive on all of our social media pages to cater to the queries and suggestions that our valued customers have to offer. In essence we hope to fuse the power of data analytics and our bedrock smooth customer service to create the best possible experience for all parties involved.
4. What is your future outlook and what do you stand to achieve by next year?
As Fitoor grows with each passing day, we are trying to welcome artists from every region of Pakistan to the talented Fitoor family. Furthermore, we plan on opening onboarding options for Pakistani creators in other countries across the world. We ultimately aspire to aid the nation’s talent in making a significant mark in the global art market.
The Fitoor team is currently working tirelessly on expanding our delivery locations across the world. With the impressive progress our members have made so far, we are well on our way to offering these unique services to clients all over the globe. An exciting addition for customers is also in the pipeline with our premium segment that will bring the luxury art gallery experience to the comfort of everyone’s device screens! This exclusive section will include additional tailored services including quality assurance, direct connection with artists and product authenticity verification as we intend to become the prime dealer of exquisite luxury art in Pakistan. In summary, Fitoor is striving to become an integrated one stop solution for every art need imaginable.
