Increasing Add-to-Carts with an AI- Shopping Assistant: A Tata CLiQ Case Study
Applicable Industries
- Electronics
- Retail
Applicable Functions
- Procurement
Use Cases
- Leasing Finance Automation
- Material Handling Automation
About The Customer
Tata CLiQ is a digital commerce initiative of the Tata Group, a global conglomerate based in India with over USD 100 billion in annual revenue. Owned by Tata UniStore Limited, TataCLiQ operates in various categories such as Electronics, Appliances, Fashion, and other Accessories. It is recognized as one of the fastest-growing eCommerce startups in India, attracting thousands of visitors to their website and mobile app every day. Despite the high traffic, the company was facing challenges in converting visitor sessions into transactions.
The Challenge
Tata CLiQ was experiencing a lower than expected conversion rate of visitor sessions into transactions. Despite driving thousands of visitors to their website and mobile app daily, the ratio of these visits converting into purchases was not meeting the company's targets. The team identified two key needs to address this issue. Firstly, they needed a scalable way to provide buying assistance to customers, especially for high-value categories such as electronics and appliances. Secondly, they recognized the need for automation and AI-powered recommendations to improve conversions without the need to scale the support team.
The Solution
To address these challenges, Tata CLiQ partnered with Haptik to develop an AI Shopping Assistant named CliQ genie for their website and android app. The AI assistant was designed to deliver personalized recommendations to users by understanding their specific preferences. It also aids users in decision-making by choosing products most relevant to their requirements. The AI assistant is capable of answering both technical and non-technical product queries, accelerating the purchase-making process. It can extract feature-wise sentiments from user reviews and display the qualitative judgment of each product feature. In complex, high-value scenarios that require a human touch, the AI assistant seamlessly connects users with a live agent.
Operational Impact
Quantitative Benefit
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