Tata CliQ is a recently launched e-commerce venture by the Tata group. Available in 689 cities in India, Tata CliQ is a first-of-its kind multi- brand PHYGITAL e-commerce marketplace, seamlessly blending online and in-store shopping experience. They offer innovative services like click online, PIQ-up at store, return to store and ship from store through a large on-ground network of partners. The categories currently include authentic branded selection of apparel, footwear and electronics.
E-commerce in India has seen steady growth over the years. The market has several established players selling merchandise at stiff competitive prices by offering heavy discounts. Tata CliQ, a new entrant in the market had several challenges to battle within the already established businesses. The brand with their unique value propositions like C.A.M.E.L (Certified Authentic Merchandise Everybody Loves) and Phydigital, needed to plug gaps across instore and online to bring the best of both worlds together invoking customer trust and loyalty.
In order to do so, besides logistics, trusted partnerships and offline activities, they needed a reliable digital solution for interacting with the target audience, spreading awareness, managing customer service, keeping an eye on competition, evaluating marketing campaigns, discovering content ideas and researching fashion trends for planning the next expansion phase.
Our focus of marketing and advertising has been on digital. We needed a solution that allowed online listening and engagement. A solution that permitted integration of all social media channels along with a tool that allowed capturing of industry news, competitor activity, consumer behavior and moreRuchir Falodiya Lead, Community & Social Media at Tata Cliq
Tata CliQ deployed Meltwater Fairhair to aid research required for business development through monitoring of online media and social coverage to extract relevant information. The advanced search feature helped the brand in conducting editorial research related to the market, competition, product categories and more that assisted in streamlining business decisions during their launch phase. Post this, to be competitive in the e-commerce industry, it was crucial for the brand to assess: sales cycles, consumer behavior, new products interests for diversification, new markets for expansion, previously successful advertising campaigns within the industry, popular content and its distribution channels and industry related news. All these insights were powered through relevant keywords within the Meltwater Fairhair platform that have enabled them to establish strategies and standards for the newly launched brand.
Few examples where the brand incorporated Meltwater’s effective use:
- Evaluating festive campaigns in the past year to understand consumer responses
- Generating content ideas from the most talked about topics for the brand’s ‘Que magazine’ that establishes thought leadership and spreads awareness within their target audience.
Meltwater’s listening capabilities also allows tracking and monitoring of their coverage versus their competition’s coverage on digital media while the Meltwater Engage platform helps them in interacting and engaging one-on-one or en masse with their target audience through multiple social channels.
Tata CliQ has unique brand propositions which is also reflected through our CAMEL and #surething campaigns, Meltwater Engage has helped us measure the success and consumer responses to these campaigns along with spreading awareness by interacting with the audience through a single platform
Establish an effective reporting system
Manage online reputation
Derive maximum value through consulting
The Meltwater team handpicks the most relevant metrics such as impressions, top posts, top influencers, engagement, content performance, sentiment, response rate, headline mentions, top publications and more to draft exclusive reports for news and social that help us determine our month on month performance vs. our competitors and also helps in analyzing trends within our business. From the management point of view, one metric that we rely on is the employee performance report that helps us gauge the individual employee performance on the basis of tasks allocated to them within the platform.” -Ruchir Falodiya, Head of Community and Social Media.
By integrating all social profiles, we are able to tag posts into categories and allocate them to different representatives for better handling. We can effectively manage complaints of various kinds and address them quickly and directly through the engage platform.
Meltwater leads the way with its people support, they work as partners and support us in achieving our goals through regular consultancy.