Omni-channel marketing at TataCLiQ.com

Adobe Symposium, Singapore, 21st August 2018

Sidharth Srinivasanssrinivasan@tataunistore.com

(C)LEAN MARKETING

1

WHAT IS TATA CLIQ?

MarketplaceMulti-category portal; roster of Tata

and Non-Tata brands

Omni-Channel (O2O)Seamless integration of offline

and online channels

India’s only and world’s first Phygital Marketplace

+=

2

3

WHAT MAKES THE TATA CLIQ EXPERIENCE UNIQUE?

Brand MegastoreLargest availability of Mass-premium brands

+ +Quick Deliveries

Shipped from the nearest store

Richer ExperiencePersonalised and Location Aware

HOW DO WE VIEW THE CUSTOMER JOURNEY?

4

Graphic courtesy research by PWC

Lean Back Lean In Lean On

WHAT DOES THIS MEAN FOR ME AS A MARKETER?

5

Lean Back Lean In Lean On

How paranoid am I about the relevance of my

communication?

How involved am I in Conversion Optimisation? What is

success?

How do I reduce customer anxiety? How can make it

worth her while?

CTR, Page Views, Page depth

Visit or Visitor Conversion%

Reviews, Repeats & Contacts

Actio

nsM

etric

s

6

WHAT DO I DO WITH THE DATA COMING MY WAY (1/2)?

39% 11%4+ times

5%6+ times

30 70 106

381 934 1496

134,000

13

158

Visits perCustomer

6.4 16.1 26.12.6

Page views perCustomer

Time spent perCustomer (hrs)

REPEATSALL BUYERS ENGAGED ADVOCATES

CRM1

Lifetime Value2

Efficiency Improvement

3

Attribution (Multi-touch)

4

Non-performance Spends

5

Actio

nsPo

pula

r Bra

nd o

n Ta

taCL

iQ

IS 24 HOURS A DAY ENOUGH TO DO ALL THIS?

7Real-Time Monthly or Quarterly

CTRs

Quick wins

Change in controls

Culturalchange

Applause rate

Impressions & Visits

Checkout AbandonmentViewability

Super Tactical

Page DepthAVOC

Super Strategic

Automate

Managers

CMO/VP

Weekly

Page Value

Conversion Rate

Session Quality

Incremental Rev. via testing

Unaided brand recall

Recency/ Frequency

Lifetime Value

Multi-touch attribution

NPS/ Reviews

Cour

tesy

of k

aush

ik.n

et/a

vina

sh/im

pact

-mat

rix-d

igita

l-ana

lytic

s-fra

mew

ork/

Repeats

Met

rics

WHERE DO I START?

8

Lean Back Lean In Lean OnGeo-targeted notifications through Adobe Campaign

Higher CTR & Page Views/ Visit

Contextual personalisation of site/ app for each user using Target

Higher Page Depth & Conversion Rate

Analysing and bucketing into Repeat Cohorts through Analytics

Higher Repeat Rate & Lifetime Value

Start small but Start TODAY

WHAT’S NEXT?

9

Hopefully, we’ll all

change our priorities today J

THANK YOU!