Data-backed decisions drive success.
Tata CLiQ e-commerce platform refines customer experiences and improves business results.
57%
Increase in essentials category clicks
Objectives
Provide an engaging and reliable e-commerce experience
Adapt during pandemic to serve customer needs
Promote sustainability using technology
Results
Improved customer experience, engagement and conversion rates
Increased essentials category clicks by 57%
Reduced average delivery distance by 10 miles, lowering costs and minimising carbon footprint
Drove 3x to 4x higher response to remarketing campaigns with personalisation
Reduced marketing costs by 25% to 30% with targeted actions
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.
Website personalisation addresses regional customer needs
As the global COVID-19 pandemic forced many people into lockdown, consumer e-commerce needs shifted. Historically, Tata CLiQ did not carry groceries and other essential items on its platform, but when the first pandemic wave occurred, the team noticed changes in customer behaviour and responded by offering those items.
During the second COVID-19 wave, government restrictions changed and states had the freedom to choose their lockdown periods.
Adobe Target made it possible to present personalised experiences to consumers browsing the website from various states. In regions under lockdown, banners featured essentials, while in areas without a lockdown, the home page hero banner featured non-essential goods. Not only was the company able to provide needed goods to consumers but the banners promoting essentials to people in restricted areas resulted in a 57% increase in clicks.
“We want to know how the home page performs on a near real-time basis, which means that every two hours we use data captured through Adobe Analytics to check the banner performance across the entire page.”
Sayandeep Bhowmik
Head of Business Insights, Tata CLiQ
Near real-time performance monitoring adds value
The team continually looks at data to understand customer behaviours and needs. According to Sayandeep Bhowmik, Tata CLiQ head of business insights, the team uses Adobe Analytics to monitor page performance. “Especially during the COVID-19 lockdown, the percentage of visits has increased,” Bhowmik says. “We want to know how the home page performs on a near real-time basis, which means that every two hours we use data captured through Adobe Analytics to check the banner performance across the entire page.”
These insights enable the team to understand which top-of-page banners, carousel banners and other banners should occupy the top spot. “Using Adobe Analytics, we can take a very data-driven approach and look at metrics such as clicks, click-through rates, order participation and revenue participation of individual banners,” Bhowmik says.
Personalised mobile experiences
For shoppers on the go, the Tata CLiQ Android and iOS mobile apps are a convenient option. For Tata CLiQ, mobile traffic is the primary revenue driver, followed by the website. Recently, the team discovered additional opportunities to add value, including app testing, personalisation and optimisation.
For example, the merchandising team wanted to understand the most effective sequence to list brands within the Tata CLiQ sports centre web page.
“We had earlier transactional history insights from Adobe Analytics and knew that people on the iOS platform browsed and ultimately bought more expensive brands,” says Pratik Khandagale, a Tata CLiQ product manager responsible for integrating Adobe Target and Adobe Analytics to power website experimentation and personalisation.
These insights enabled the team to personalise and provide the most relevant content for people based on iOS, Android or other mobile operating systems.
“Using a combination of Adobe Analytics and Adobe Target, the team was able to see where people were coming from and then suppress certain products, so they don’t show up in banners or filters. Now we show people relevant inventory.”
Kamal Kumar
Head of Analytics and Data Science, Tata Unistore, Ltd.
Sustainability efforts improve customer experience, reduce costs
Eighteen months ago, the business adopted new sustainability efforts. Employees contributed by optimising the air conditioning levels in the office, while a parallel track focused on the carbon footprint associated with supply chain and delivery.
Unlike many online retailers that ship inventory from a handful of nodes, Tata CLiQ products ship from brand shops and third-party warehouses, which means delivering from over 3,000 nodes. Previously, website visitors could view all Tata CLiQ inventory, regardless of where they were. So, for example, a customer in North India could view a product on a page that could only be delivered to shoppers in the southern part of the country. This situation could frustrate customers who ideally could view only products available to them for delivery in their region.
“We were wasting about 25% to 30% of our marketing dollars by showing products that customers couldn’t get delivered to their areas,” says Kamal Kumar, head of analytics and data science at Tata Unistore, Ltd., which runs the Tata CLiQ platform. “Using a combination of Adobe Analytics and Adobe Target, the team was able to see where people were coming from and then suppress certain products, so they don’t show up in banners or filters. Now we show people relevant inventory.
“By using these insights and orchestrating them with our supply chain analytics, we reduced the distance on average that a package travels by almost 10 miles. That significantly reduces our carbon footprint,” Kumar says.
“With the help of Adobe Experience Cloud applications, the click-through rates for many of our personalised campaigns are at least three to four times higher than what we see in normal business-as-usual campaigns.”
Kamal Kumar
Head of Analytics and Data Science, Tata Unistore, Ltd.
Personalised campaigns outshine business as usual
When a shopper visits the website, the Tata CLiQ team can gauge session-level data — the product, product category or brand they have viewed and shown intent to purchase in the last 15 days of browsing. This information is used to inform remarketing campaigns, where consumers receive push or in-app notifications that include the same shoes, phone or another item they’ve been browsing.
“With the help of Adobe Experience Cloud applications, the click-through rates for many of our personalised campaigns are at least three to four times higher than what we see in normal business-as-usual campaigns,” Kumar says. “This has improved conversion rates, resulting in more sales and higher revenue.”
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