Problem / Objective

Tata Cliq is the eCommerce arm of the Tata conglomerate that operates across multiple categories including electronics, fashion, footwear, and accessories, among others. The site houses over 1000 brands and has a reported 9 million visitors, as of January 2021. Given the large range of products and categories and the increasing number of customers to the site, the company wanted to offer a personalized brand-based experience for every single visitor to the site. Tata Cliq was keen to provide users a personalized brand focused shopping experience.

Solution / Approach

Vue.ai’s Personalization Suite enabled product discovery for the shoppers on Tata Cliq’s site. Using Image Recognition and Data Science the solution extracted catalog data, analyzed it with user behavior and enabled the marketing, product and cataloging teams to get actionable insights. These insights improved customer experiences, drove conversions and reduced costs. Customer Intelligence was combined with Product Intelligence to create unique profiles for every customer. Customer Intelligence combined data gathered from user clicks, products selected, and shopping intent, to create a 360-degree view of the shopper. Product Intelligence identified the attributes of the desired products to provide recommendations with increased relevance.

Impact / Implementation 

Data was continuously fed into the Vue.ai algorithms to develop Style Profiles. The image recognition based behavioural targeting engine enabled real-time customer and product recommendations. As a result, the platform ensured 1:1 personalization for every touchpoint along the shopper’s journey. The implementation of the suite uplifted the shopping experience, including repeat visitors, revenue per visitor, and visitor-to-order conversion rate. The implementation impacted the overall conversion rate and overall revenue per visit by 11.3% and 9.4% respectively.

Image from Tata Cliq