Introduction

The retailer is part of one of India’s largest multinational conglomerate holding with products across various verticals.

They are one of the leading multi-brand marketplaces in Asia with a focus on lifestyle and electronic products. The customer’s shopper base consists of people who are looking for specific products to suit their needs. Shoppers are keen to discover brands and find products that are relevant.

The challenge

Given the contribution of Electronics, as a category, the customer wanted to make recommendations across this category extremely relevant and directly aid in conversion.

To extend the “brand-led” website design into the Electronics category by delivering brand-based shopper journeys. Brand loyalty is high for a category like Electronics, which is an investment than an impulse buy.

“We introduced these recommendation components about a year back, which were powered by Vue.ai. Most of these recommendations are on our homepage and very clearly one of the positive benefits which we found is the ability to showcase products that are closer to what the customer wants, build a bit of relevance with the customers—and those components actually have given us the ability to move the traffic more towards the category pages and has improved the performance of those homepages. We are not a price-oriented platform, but we are a brand forward platform.”
Elisa Rossi

Kishore Mardikar
CMO, Tata Cliq

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