Tata CLiQ is a dominant force in the retail landscape, encompassing a wide array of sectors including fashion, luxury, beauty, and home décor. It takes a customer-centric approach, earning praise for its omnichannel strategy and its recent expansion into offline markets, solidifying its position as a significant player.
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GLOEstablished in May 2016, Tata CLiQ is a versatile online shopping platform developed by the Tata Group. It has effectively established itself with three distinct verticals: Tata CLiQ, the oldest and focused on lifestyle; Tata CLiQ Luxury, catering to luxury products; and Tata CLiQ Palette, dedicated to beauty products.
Gopal Asthana, CEO of Tata CLiQ, highlights the platform’s commitment to offering a premium online experience. Its unique model integrates with over 7,000 brand stores, ensuring a collaborative approach to fulfilling and shipping orders.
The platform’s standout feature is its omnichannel strategy, providing a diverse range of styles from leading brands. It directly connects to brand stores and warehouses, allowing access to a substantial selection of in-season styles from top brands. Additionally, partnerships like Westside contribute exclusive offerings to Tata CLiQ.
Tata CLiQ Luxury stands out with its carefully curated selection of luxury brands and a focus on the online luxury shopping experience. Its pioneer status in the luxury e-commerce space has enabled it to launch brands online for the first time in India, including TimeVallee.
Customer engagement is a priority for Tata CLiQ, as evidenced by its central “customer obsession” approach. Through the Consumer Insights team, customer feedback drives improvements in various aspects of the business, from product development to conflict resolution.
Offering seamless shopping experiences is a key focus, with tailored approaches on each of the three platforms. Tata CLiQ provides personalized experiences and efficient post-purchase services, while Tata CLiQ Luxury emphasizes Slow Commerce and storytelling. Tata CLiQ Palette employs AI-driven Beauty ID technology for personalized recommendations and beauty tips.
The platform measures success through interaction health, journey health, and business health metrics. It aims to ensure customer satisfaction, measure journey experiences, and track order success rates.
Tata CLiQ’s marketing revolves around providing a “magical shopping experience,” prioritizing customer experience over mere deals. It utilizes AI-driven personalization, ML-based browsing assistance, and post-purchase support for a frictionless journey.
Technological interventions play a significant role, with AI analyzing customer data, chatbots providing personalized assistance, AR aiding virtual product try-ons, and AI-driven fraud detection.
Sustainability is also a key aspect, with responsible packaging initiatives and recycling efforts, such as the Circular Packaging Programme.
Tata CLiQ’s future plans include expanding into the home and living category, aiming to cater to the evolving preferences post-pandemic. Its brand-forward approach and diverse assortment will be pivotal in this expansion. Furthermore, Tata CLiQ Luxury aims to bring in new assortments and enhance the consumer’s lifestyle through continuous innovation.
Source: India Retailing
