New Delhi, May 23 (IANS): IBM will provide its expertise to help Aditya Birla Group-owned online fashion retailer abof.com target millennials by providing them customised style tips, fashion content and trends, the US tech giant announced on Monday.

IBM has delivered customer engagement and order fulfillment capabilities to abof.com that will allow the portal to constantly refresh the e-commerce experience and seamlessly add new content catering to the dynamic demands of the young consumers.

In the first three months of operation, IBM-powered solutions have helped abof.com reach more than three million visits. abof.com fashion portal now reaches out to more than 500 cities in India.

"We aim to grow our market share by offering a curated range of merchandise that goes beyond conventional boundaries to deliver quality service to our customers," said Prashant Gupta, president and CEO, abof.com, in a statement.

"With IBM's global expertise and local experience in eCommerce space, we are optimistic that the company will emerge as the most admired player in online fashion segment," he added.

The company needed a well-integrated e-commerce solution that would help it create a dynamic and interactive online platform that could better target consumers and increase brand loyalty.