TataCLiQ.com, e-commerce platform from Tata group

The platform will offer consumers a phygital experience, giving them the option to purchase not only from their website but also through mobile apps from a choice of over 400 brands across apparel, footwear and electronics

BestMediaInfo Bureau | Mumbai | May 30, 2016

The Tata group recently announced the launch of their ecommerce platform Tata CLiQ.com. The first-of-its-kind Omni-channel platform is set to give consumers a 'phygital' experience online and otherwise.

TataCLiQ.com will offer customers the choice of making purchases not only from their website but also through mobile apps. The platform will have over 400 brands across apparel, footwear and electronics. It is currently the only omni-channel platform that exists in this space. Currently there are about 12 omni-channel brands. The company is working towards having 30-35 brands in the coming months.

Not only that, the conglomerate has managed to bring in some exclusive tie-ups for the consumers. They have recently partnered with Genesis Luxury to give access to luxury to the urban audience. Of the 25 exclusive tie- ups, 10 brands are international.

Being an established player in offline retail, TataCLiQ.com has the advantage of its parent company. It need not use a warehouse to source inventory from. The store inventory will be used to deliver products to the consumers.

A consumer has a lot of options of shopping on TataCLiQ.com. One can book the product online and buy it in the store. One can order online and if he/she doesn't like it, then they have the option to return the product to the nearest store.

One can return to 532 stores, 'PiQ' from about 122 stores and the products will be shipped from 100 stores to begin with. TataCLiQ.com plans to expand into accessories, watches and jewellery soon.

Sharing insights on why the brand took a long time to enter the space, Ashutosh Pandey, CEO, TataCLiQ.com, said, “We need not be the first players in the industry. We wanted to have a strong offering on our platform and hence we took our time.”

KRS Jamwal, Executive Director, Tata industries, adds, “Google was not the first search engine in the world. There were others who tried and failed. That's how Google succeeded. We might not be the first player but we have thoughtfully planned this platform.”

Asked about investment, Pandey refused to share any numbers but said a substantial amount has gone in. While other players require a lot of investment and are backed by discounts, which involves a lot of burning of investor monies, TataCLiQ.com will not be a discount-based platform. It will have major brands offering real- time product range to consumers. “While 'discounts' is not a strategy, it is a tactic the brand will definitely use,” adds Jamwal.

About having an independent wallet, Pandey said they will integrate all possible wallets and do not intend to have its own. There are enough existing players to collaborate with, Pandey said. “Our main focus is on the e-commerce experience, wallets are not on our criteria list.”

TataCLiQ.com will predominantly be urban and it has 7,000 pin codes for delivery. On the marketing front, the brand will work on ATL and BTL platforms. They will soon be doing a lot on the social media and digital front while traditional media will follow.

Inaugurating the 'Phygital' platform and picking up his order from a Westside outlet in Kala Ghoda, Mumbai, Cyrus P Mistry, Chairman, Tata Sons, said, “At the Tata group, we have a rich heritage of pioneering initiatives. TataCLiQ.com, a first-of-its-kind phygital e-commerce market place, brings to India a smart combination of the reassurance and in-store experience of a large on-ground network with the convenience of online shopping, bringing the best of both worlds together.”

Speaking at the launch, Jamwal, said, “Phygital play, we believe, can be a massive game changer in the e-commerce sector, significantly enhancing the customer experience, while reducing logistics and delivery costs for viable unit economics and a long-term sustainable profitable business. With rapidly changing technology and consumer preferences, this is just the beginning and we intend to continue to innovate on technology, personalisation and logistics. Our focus would be to delight the consumer by creating a shopping experience that is seamless, brand centric and delivered faster to the customer.”

“Currently there are only 30 million regular online shoppers in India and there is immense potential to bring the next 100 million with an offering builds from their current path to purchase rather than expecting them to change behaviour. TataCLiQ.com aims to achieve this by plugging need gaps across in-store and online shopping with its unique phygital services and certified authentic merchandise that invokes consumer trust and builds loyalty,” said Pandey.

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