TataCLiQ enters e-comm space; offers a blend of in-store & digital shopping

Tata Group has ventured into the $20 billion e-commerce market with its portal, TataCLiQ.com. TataCLiQ.com is designed to provide an omnichannel marketplace experience to the consumers, which combines the experience of PHYsical and diGITAL to provide the consumers with a perfect blend of online and in-store shopping and thus the term ‘Phygital’. Consumers can access TataCLiQ.com not only through their website, but also through mobile applications on iOS and Android platforms.

Sporting the tagline, “Real Good Brands at Feel Good Prices”, TataCLiQ.com proposes to offer only CAMELs – that is, Certified Authentic Merchandise Everybody Loves. CAMEL, which forms a part of the brand’s logo, might also be used in the communication strategy – “Get the Oont”. Tata says if it’s a CAMEL, it’s a #SureThing.

At launch, consumers will be able to access a wide and well-curated range of top brands across apparel, electronics and footwear categories, including many brands that are exclusive to TataCLiQ.com. When asked about the inclusion of other categories in the list, Ashutosh Pandey, CEO, TataCLiQ.com, said that the prime focus would be on including luxury items, following their partnership with Genesis Luxury. Going further their focus would be on including accessories, which will enable Titan joining the list of brands as well as jewellery, which will make way for Tanishq to be one of the brand partners.

Elaborating further, Pandey said, “Currently, there are only 30 million regular online shoppers in Indian and there is immense potential to bring the next 100 million with an offering that builds from their current path to purchase rather than expecting them to change their 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.”

The Phygital factor

Cyrus P Mistry, Chairman, Tata Sons, inaugurated the PHYGITAL platform by ordering online at TataCLiQ.com and picking up his order at the Westside store at Kala Ghoda, Mumbai. Commenting on the launch, he said, “TataCLiQ.com, a first-of-its-kind Phygital e-commerce marketplace 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.”

The marketing strategy for TataCLiQ.com will involve using social media to create engagement. TVCs and other media devices for promotion were also in the pipeline, Pandey added. Apart from the brand perspective, TataCLiQ.com aims to engage with its consumers by offering them innovative services such as click online and PIQ up at store, return to store and ship from store through a large on-ground store network of partner brands.

KRS Jamwal, Executive Director, Tata Industries, added here, “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.”

Meanwhile, TataCLiQ.com has big plans for the future and believes that Phygital will redefine e-commerce as we know it today. It plans to scale up the Phygital operations to more than 2,000 stores, bringing many more categories, brands and features in the coming months.