Tata CLiQ achieves 10X ROI in monthly sales

The Story

Exploring WhatsApp to boost customer engagement and conversions

Tata CLiQ, Tata Group’s digital commerce platform, offers international luxury brands and products across electronics, home furnishing, fashion, and beauty at affordable prices.

Tata CLiQ wanted to reach every customer opting to receive follow-up communications through its website, but observed conventional methods like email and SMS often yield lower open rates and less flexibility in creative messaging.
The e-commerce company observed a 10% open rate for emails, meaning that potential customers did not see follow-up announcements and offers. Limited word counts for SMS also restricted the ability to craft personalised content that prompted customers to visit the website or app and make purchases. To target more customers with personal, relevant rich notifications, the company needed a dynamic and reliable dedicated communication channel.

The Solution

Empowering customer interaction through WhatsApp

Gupshup built a chatbot for Tata CLiQ which helped the brand in multiple ways. Initially, Tata CLiQ began by sending push notifications on order shipment and transaction information through WhatsApp.

Later, they did more sophisticated customer targeting by sending promotional messages for the high volume sales events- Diwali and Black Friday.

Tata CLiQ did not stop there. The brand leveraged WhatsApp to send tailored recommendations based on customer’s behavior. For e.g- a customer who routinely browsed kitchenware received a WhatsApp message with a link to the best selling set of cast iron pans. It also engaged customers through relevant, high quality conversations on WhatsApp during pre-purchase and product discovery stages.

Tata CLiQ did not stop there. The brand leveraged WhatsApp to send tailored recommendations based on customer’s behavior. For E.g. a customer who routinely browsed kitchenware received a WhatsApp message with a link to the best selling set of cast iron pans. It also engaged customers through relevant, high quality conversations on WhatsApp during pre-purchase and product discovery stages.