Tata Cliq focuses on digital strategy

By

Isabelle Crossley

Published
Apr 13, 2018

Tata Group’s multi-brand e-commerce marketplace, Tata Cliq, is investing in its digital strategy.

As part of the ongoing race for customers of Indian e-commerce marketplaces, Tata Cliq has decided to turn its attention to digital services in order to encourage customers to use their site. Other such businesses are embracing discounting or rolling out huge promotional campaigns, and Tata Cliq has taken its own path.

Tata Cliq has now begun to use the full services of the Adobe Experience Cloud which aims to offer a personalised digital experience for each customer for the company’s website and dedicated mobile application. “A strong digital strategy has been central to our focus on appealing to high-end customers and delivering exceptional online experiences for them,” the CEO of Tata Cliq, Ashutosh Pandey recently said in a statement. “Adobe is not a vendor or a product company to us but a partner in our journey.” 

Tata Cliq has been working on its digital strategy for the past two years and the business sees it as the key to unlocking increased revenue and customers. The brand has implemented solutions such as the Adobe Media Optimiser, Adobe Analytics, Adobe Campaign, and Adobe Target. “With Adobe Experience Cloud, our conversion rates have seen an uplift of 40 percent and operational costs significantly declined,” said Sauvik Banerjjee, the CTO of Tata Cliq and Vice President of Digital for Tata Industries.

The business will be creating personalised advertising campaigns using this software in order to engage with customers on a personal level. The development is part of Tata Cliq’s “long-term vision on digital”, according to Adobe’s South Asia Managing Director, Kulmeet Bawa. This could see the business have a strategy and focus quite different to its competitors such as Amazon, Flipkart, and Snapdeal.