For many consumers in India, shopping on a smartly designed online marketplace like Tata CLiQ makes it enjoyable to buy the lifestyle, electronics and beauty items they want. Tata CLiQ ensures authenticity and trust synonymous with the Tata brand by sourcing and delivering products directly from international and domestic retailers. It also markets global designer brands through its CLiQ Luxury site and luxury craftsmanship at Indiluxe, where everything from handmade Jaipur pottery to sustainable clothing awaits discerning consumers.
Online sales are growing in India, presenting an opportunity and a challenge for Tata CLiQ as it competes with other B2C online marketplaces. But Tata CLiQ is well-positioned for success, as it places delivering excellent customer experiences — whether on a mobile app or its website — at the forefront of its business.
Tata CLiQ prioritises customer experiences by continually working to understand what customers want and adapting interactions accordingly. That includes analysing home page and product page data to gain insight into the customer experience, banner click behaviour, click-through rates and more. At the core of better understanding its diverse customer base are Adobe Experience Cloud applications, including Adobe Analytics and Adobe Target.
Everyone from creative and marketing to site merchandising managers have access to Adobe Analytics dashboards and reports to dive deeply into data, monitor sales and perform advanced analyses such as assessing customer purchase intent. In addition, a dedicated team runs digital marketing campaigns that enhances brand awareness, target new and existing customers and directly boost revenues.
With Adobe Target, the team can test different web banners and hierarchies to see which approaches encourage shoppers to click through and spend more time exploring a product category. The team has found that if individuals interact with more than four product views within the same category on the website, they are 2 to 2.5 times more likely to place an order within the browsing session.