PrinceOliver: Harnessing the potential of ecommerce
Tata CLiQ is an ecommerce retailer that was established in 2016 as a subsidiary of Tata Group, a global holding company headquartered in India. Tata CLiQ prides itself as an omnichannel marketplace which combines online and offline shopping to offer a first-of-its-kind ‘phygital’ (physical + digital) shopping experience. Tata CLiQ needed a partner who could help them target customers at the right time to boost the number of shoppers browsing products and completing purchases on the app. Being a mobile-first nation, India is also recognised as the country with the most number of mobile apps installed per month. The challenge for marketers would then be to prevent a high abandonment rate for app users and appeal to them to continuously use an app. In response, Tata CLiQ needed a robust in-app engagement strategy to keep up with local, mobile- first shoppers if they wanted to stand out from their competitors.
Tata CLiQ achieved a steady increase in average revenue per user (ARPU) by leveraging Criteo’s in- app retargeting solutions. With Criteo Dynamic Retargeting, Tata CLiQ was able to tap on machine learning technology to configure ads on the fly that were visually appealing and gave them the ad performance they wanted. This allowed Tata CLiQ to deliver the right ad at the right moment in the shopper journey, so that customers would be encouraged to complete the shopper journey within the app, rather than just browse and leave to purchase a similar product from a competitor. Aside from ARPU, Tata CLiQ’s achieved a higher return of investment (ROI) after partnering with Criteo and higher month-on-month business contribution with Criteo Dynamic Retargeting.
“What was crucial for Tata CLiQ was completing the shopping journey. How do we close a customer transaction after they have visited our app five, six or more times? We also had to adapt to retail trends in India. The rise of mobile and in-app shopping means it is imperative that we respond as a business and effectively target shoppers with personalised content on mobile apps, thereby ensuring that shoppers are reminded of the Tata CLiQ products they like and return to complete transactions on our app.
Effective engagement is easier said than done. Criteo helped us address these challenges through advanced machine learning and personalization technologies. We were able to meet our initial targets within a short timeframe. As we experiment with identifying new audiences and positioning ourselves as the go-to platform for local shoppers, Criteo’s support will be vital in ensuring we are sharing the right offerings with customers and delivering the best in- app shopping experience countrywide.”
–Sidharth Srinivasan, Head of Digital Marketing, Tata CLiQ
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