In a category cluttered with homogeneous products and discount-led advertising, the recent e-tail venture from the Tata Group plans on differentiating itself using a camel as its visual mnemonic
Going by the sheer number of players foraying into the segment, the so-called e-commerce bubble bust seems to be a myth. The newest kid on the e-tail block is TataCLiQ.com from the Tata Group stable. TataCLiQ currently offers electronics, apparel and footwear products. The Tatas, however, aren’t bothered about being late movers. “It’s better to come out with a strong offering than to be early,” declares KRS Jamwal, executive director, Tata Industries.
It is interesting to observe how corporate giants are finally waking up to e-commerce, whether we talk of Reliance Industries’ fashion extravaganza Ajio.com, Aditya Birla Group’s Abof.com or now, Tata Group’s TataCLiQ. Through TataCLiQ, the group wants to bridge the gap between online and offline. Customers can order online from Tata CLiQ and get items home-delivered or pick them up from designated stores — a model the company calls ‘phygital’, which is a combination of physical and digital. But this isn’t entirely a new concept; Amazon is famous for having pioneered it internationally and other online ventures like FirstCry, Pepperfry and Caratlane have an offline presence as well.
TataCLiQ is targeted at consumers who are tired of sifting through the endless listing of unknown brands, doubtful about their quality and authenticity, and are seeking a curated, genuine brand-led shopping experience. TataCLiQ’s creative agency Cartwheel chose to go with a brand idea, ‘CAMEL’ (Certified Authentic Merchandise Everybody Loves), to help position the e-tailer distinctly. “The messaging strategy is sharp around shopping with us being a #SureThing and helps us drive home our key proposition,” explains Prathyusha Agarwal, head, marketing, TataCLiQ.com. “The idea of CAMEL is also digital media friendly and the extension of the idea in gif/ simple video format for digital use was the clincher in deciding upon Cartwheel as our partner.”
In a category cluttered with sameness of products, discount advertising or high end fashion and lifestyle imagery that makes one brand indistinguishable from another, TataCLiQ is positive that its tale using a camel as its visual mnemonic will work.
The launch period has a media plan involving video and display across key digital vehicles like YouTube, HotStar, GDN and social media (Facebook, Twitter and Instagram). The company is targeting an urban base of 30 million active but unsatisfied e-shoppers. However, the larger opportunity for the brand is the next 100 million netizens who are currently not shopping online with mistrust as the biggest barrier. Apart from traditional media channels, the brand is looking at reaching out to Tata affined consumers through the group ecosystem. “Our marketing strategy involves targeting sharp micro-segments be it affined audiences of our brands, consumers who believe in the Tata master brand, or in-store audiences of our phygital brand partner stores,” adds Agarwal. Currently available across its website, mobile site and mobile apps (Android & iOS), TataCLiQ has partnered with Genesis Luxury Fashion to sell international luxury brands like Burberry, Hugo BOSS, Jimmy Choo and Giorgio Armani, exclusively in India.@meghna0101
strategy is sharp around shopping with us being a #SureThing and helps us drive home our key proposition
Head, marketing, TataCLiQ.com
A CLiQ away
Over two lakh products curated for launch across 400 brands
Services are available across over 500 stores of 12 partner brands
Available in the launch phase in 6,856 pincodes across 689 cities and towns, 23 states and two Union Territories
Plans to scale up the ‘phygital’ operations to more than 2,000 stores in the coming months