Tata CLiQ - Understanding the Business, Value Proposition and Goals - Product Breakdown Challenge Part 1

Challenge Tasks -

• Understand the business
• Identify and Articulate Value Proposition
• What are the primary Business Goals?

Time: 3.5 hours

Index -

• About Tata CLiQ
• How do CLiQ and PiQ work?
• Other Research Findings
• Primary Business Goals
• What should I perceive & analyze during Product Deconstructing?

About Tata CLiQ -

• Tata Cliq is an Indian e-commerce platform owned by Tata Unistore Limited, a subsidiary of the Tata Group.
• It integrates online and offline shopping through an omnichannel approach. This “phygital” experience termed as Click and Pick - CLiQ and PiQ
• cater to brand-conscious consumers in India with the reassurance of a trusted brand name.
• Tata CLiQ features a dedicated luxury section and partners with renowned brands.
• focuses on offering a curated selection of high-quality products from established Indian and international brands
• multi-category e-commerce platform — fashion, footwear, electronics, jewellery, and more
• omnichannel
• brand is synonymous with authenticity and trust
• easy pick-up and returns across 1,200+ brands and 1,000 stores in 100+ Indian cities

How do CLiQ and PiQ work?

It's a quick and hassle-free self-pick-up service that allows you to shop online at Tata CLiQ and collect your order from the store.

• Security Code

A security code is generated for every CLiQ n PIQ order and is sent to your registered email ID/number or to your nominated PIQ up person once the package is ready for collection. Store staff will only hand over a package once the security code has been validated.

• Collection Period Window

The collection window varies from seller to seller. This ranges from 2-7 days. Right now, most sellers offer a 7-day window. The collection window starts from the day the order reaches the ‘Ready for Collection’ status.

A reminder mail/SMS will be sent to your registered email ID/number/PIQ-up person’s number 72 hours and 24 hours before the collection window closes.

• What if the User can't collect the package?

Once the collection window closes, your order will be cancelled and a refund will be initiated. You cannot collect the parcel after the collection window has closed.

Otherwise, You can nominate anyone to PIQ up your package. Add his/ her name via the ‘Track Order’ section and your PIQ up person can collect your package. Remember, he/she will need the security code.

Other Research Findings -

• Tata CLiQ operates in four major business lines — Marketplace or the Mall, Electronics, Lifestyle & Beauty and the Tata Cliq Luxury.
• At its Mumbai headquarters, there are more than 800 employees. It has been building its presence in Bangalore for the last two years, where its product and tech teams are based. In their omnichannel business model, data plays a pivotal role in all their initiatives and decisions. The company has a central Data Science & Analytics team to empower all the verticals with various analyses.
• India is forecasted by IBEF to surpass the United States and become the second-largest online marketplace by 2034. As of now, China holds the top spot, with the United States in second place. India is currently estimated to rank somewhere between 5th and 7th globally in terms of e-commerce market size.
• India's e-commerce market is indeed experiencing rapid growth, driven by factors like:

1. Increasing internet penetration;
2. Growing smartphone adoption;
3. Rising disposable income;
4. young and tech-savvy population

Primary Business Goals

• Cater to brand-conscious consumers in India - Attract and retain customers who value established brands and high-quality products.
• Build premium omnichannel shopping experience - Provide a seamless and trusted online shopping experience with the convenience of offline touchpoints.

What should I perceive & analyze during Product Deconstructing?

• Visual Design

Does the Website exhibit and convey a sense of quality and sophistication?

Is the overall look clean, uncluttered and appealing to the target audience?

• Navigation

Easy to navigate?

Can users find desirable brands?

Can users reach a specific product?

Can users traverse back and fro on their journey?

• Product Information

Does the product copy represent its brand, comprehensive information, materials, craftsmanship, use cases, care and guidance, and future service and maintenance guides?

Does it suit the quality-conscious customer?

Is the copy supported with high-quality images and video?

• Language of the Copy

Is the language clear and concise? informative catering to the target audience?

• Curated Collection

How are the curated collections presented? brand conscious or user conscious? well organized and easy to discover? relevant to the user?

Are the collections personalized to the user? How?

• Review & Rating

It signifies the trust and social proof element of the Product

How much do they prioritize this rating and review?

Is the Platform encouraging users to write a review?

• Brand Partnership

How does this partnership work?

How much of that is this highlighted to the user?

• Knowledge Base

Does Tata CLiQ have feature articles on Brands or the latest Trends?

Source -

https://www.tatacliq.com/aboutus

https://aws.amazon.com/solutions/case-studies/tatacliq/

https://www.criteo.com/success-stories/tata-cliq/

https://www.tatacliq.com/cliq-piq-tnc

https://www.sprinkledata.com/case-study/tata-cliq

https://go.appsflyer.com/rs/108-AVT-732/images/AppsFlyer-TATA-CLiQ-Success-Story.pdf — Tata CLiQ’s recent success story on onboarding web app users into mobile app

Sources on Ranking Information (populated by Gemini),

eCommerce Nation: https://www.ecommerce-nation.com/

IMARC Group: https://www.dhirubhai.net/pulse/exploring-potential-social-commerce-market-india-imarc-vihaan-agarwal