TATA Cliq Growth Strategy

1
Virtual & Augmented Reality
Persona Segmentation
TATA Business Leadership Awards 2019
Case Competition
Experience
Personalization
Design Sprint
Based Product
Management Improved
Customer
Engagement
New Engagement
Channels
Ecosystem
Play
Global Perspective
Business Analytics
Phygital
Arvind Radhakrishnen | Abhilash Rajan | Pankaj Aggarwal
TATA Consultancy Services
Business Model Reimagination

Team Introduction
2
Arvind Radhakrishnen
TCS Business Transformation
Consultant and Sr Product
Manager advising Fortune 200
organizations for Business
Growth by reimagining their
business operations by infusing
digital across value chain
Abhilash Rajan
TCS Digital Transformation
Consultant supporting global
fortune 500 organizations,
helping with large scale
technology transformation
Pankaj Agarwal
TCS Financial Advisory
Consultant supporting global
fortune 200 organizations

Executive Summary
3
..Resulting in
Significant
Revenue
Growth
6,139 Cr Revenue by 2025
1.4% Web Traffic Conversion Ratio from 1% today
INR 1,859 Cr Total Investment Required over 5 Years (2020 – 2024)
..In Order to
Deliver unique
value to the
customers..
450 M+ Target Addressable Market (Consumers)
6 New Products & Service Categories
10 New Customer Acquisition & Marketing Initiatives
..Will Enable TATA
Cliq to execute a
set of Innovative
& Strategic
Programs
5 Business Model Transformation Programs yielding new
revenue streams
22 Business Model Transformation Initiatives
The Development
of TATA Cliq’s Core
Assets..
4 Suggested Operating Model Transformation Initiatives
11
New Business Capabilities driven by Digital & Partner
Ecosystem
6 Collaboration Opportunities across TATA Group & Outside
We propose a Customer Focused Approach structured around high income and rapidly growing middle class consumer personas, combining with larger TATA
Group synergies, bringing the best of TCS to drive significant digital transformation across the value chain, leading to new business models
0
1000
2000
3000
4000
5000
6000
7000
FY 2019 FY 2020 FY 2021 FY 2022 FY 2023 FY 2024
Revenue vs Investment (INR Cr)
Online uStore
Revenue Grows Exponentially while Investment Stabilizes
Investments (INR Cr)

Our Assessment of TATA Cliq
▪ Introduction to TCS Approach for Business
Transformation
▪ Assessing Business Strategy, Operating Model &
Business Outcomes Delivered

Our Current State Assessment Framework
© Copyright 2019, TATA Consultancy Services Limited. All rights reserved
Our Current State Assessment Framework Focuses on the 6 Dimensions, that details the core elements of Business & Operating Model to Identify
Focus Areas, that will result in significant growth, improved profitability and becoming part of the Customer’s Day to Day Life.

Elaborating Business Model Transformation
Programs
▪ Proposal Details & Execution Plan
▪ Why should TATA CliQ consider
▪ Mode of Entry
▪ Drive Value Based Competitive Differentiation

Strategic Business Transformation Blueprint for TATA Cliq
7
Aligning with TATA Cliq’s Growth Strategy & Personas Under Consideration, we have identified transformation initiatives that should be pursued for 10x growth in next 10 years
✓ Reimagine Customer Experience at Phygital Stores – Introduce Technology Enabled Store - µStore.
✓ Focus on ‘Conscious Consumerism’, ‘Aspirational Middle Class’, ‘Societal contribution by Consumer’s purchase’.
✓ Technology Driven Enhancements (Chatbots, AR) across web, mobile, µStore .
✓ Engage Instagram & You tube Influencers for Promoting TATA Cliq Exclusive Products.
✓ Build and Launch Marketplace for Refurbished Luxury Products and Integrated Home Design Products.
✓ Offer Products available on Subscription.
✓ Market local Indian artisan products on exclusivity.
✓ Launch Athleisure Products for Health & Wellness, Games (Xbox, PlayStation) on subscription models.
✓ AMC and After-Sales Support for products.
✓ Improve Brand Equity and Customer Engagement via Instagram, Pinterest, YouTube.
✓ Become one stop shop for Consumers’ memorable events by offering integrated products & services.
✓ Introduce Single Loyalty Program Across TATA Stores.
✓ Single Inventory Visibility & Price across TATA stores – Brick & Mortar and online.
✓ Address Conscious Consumerism by including ‘Natural’,’Organic’,’Free of', 'Plastic Free’ filters in Mobile/Web
search.
✓ Enable Omni Channel Customer Journey Analysis & Monitoring using TCS Retail CI&I
✓ Partner with TCS Acquisition – W12 Studios (Digital Design Studios) for launch of µStore
✓ Leverage TCS Optumera for ‘One View Across Channels’ & other operations transformation
✓ Become E Commerce Platform of choice for TATA employees
✓ Deploy Humanoid Robots using REEM Robots in selective luxury stores.
New Customer
Acquisition &
Marketing Approach
New Categories to
Enter
Changed Customer
Journey
Partner Ecosystem &
TATA Group Synergy
Incremental
Revenue Growth
New Products
Delivery Models
Reimagine
Experience
Improve
Operational
Efficiency
Improve Market
Brand
Recognition
Focus Areas Business Transformation Programs Business Outcome

Understanding TATA Cliq’s Current Business & Operating Model Challenges
Survey in TCS for Associates in India with Less than 20 LPA
Household Income
42%
Have Never
Heard of TATA
Cliq
47%
Heard, but
Never Bought
from TATA Cliq
11%
Have Bought
from TATA Cliq
Once or More
Survey in TCS for Associates in India with More than 20
LPA Household Income
24%
Have Never
Heard of TATA
Cliq
59%
Heard, but
Never Bought
from TATA Cliq
17%
Have Bought
from TATA Cliq
Once or More
Low Brand
Recognition
Untapped
Consumer
Segment
Social Media Engagement Analytics
TATA Cliq 82 K Subscribers
151 M Views
@TATACliq
8 K Followers | 4,500 Tweets
@TATACliqCare:
1 K Followers | 27.4 K Tweets
126 K Followers
2278 Posts
1.3 M Followers
2.5 Ratings
Flipkart 394 K Subscribers
1.4 Bn Views
@FlipKart
22 M Followers | 35 K Tweets
@FlipkartSupport
Support: 107.4K Followers | 756 K Tweets
1.2 M Followers
1607 Posts
9.2 M Followers
Amazon India 1.1 M Subscribers
813 M Views
@AmazonNews_IN
26 M Followers | 1420 Tweets
1 M Followers
2433 Posts
10 M Followers
Consumer Survey within TATA Group
Low Consumer
Engagement on
Social
Low Social
Media Driven
Conversion

Understanding Market Surveys & Target Market Analysis
Hearing out from Indian Consumers on TATA Cliq –
Analysis from Social Media (Twitter, Facebook)
Post Sale Support
(Troubleshooting,
Installation)
10%
Refund Process
22%
Complex Return
Processing
(Policy)
15%
Order Tracking &
Delivery Timeline
18%
No E2E visibility
of Payment to
Fulfillment
8%
Customer
Support
Communication
8%
Product is
Costlier than
other sites
8%
Others
11%
How the Target Addressable Market in India is Shaping up
Indian Consumer Expectations Basis Public Surveys on Premium & Luxury Products Platforms
US/Europe Style Luxury Experience in Store | Touch & Feel Experience before purchasing | Help Select Products for Occasions | One
Stop Shop for Home Decoration, Vacation Travels | Remind me for Buying Perfume, Cologne | Wellness is the new Luxury | Best price
for the Product | Excellent Post Sale Service | Discount for Repeat Business | Contribute to India Growth | Help Larger Community |
Make Luxury Accessible for Price Conscious Consumer | Contextual Offers | Better Customer Support for Explaining Product Features
| Price Match Guarantee

Product Discovery
- Research
Product Consideration
Product Discovery
- Awareness
Product Purchase Post Purchase Product ReturnCustomer
Journey
Identify Products that meets my needs? Analyze Product Reviews & Cost Where should I buy this product? Is this product serving my needs?
Engage Instagram & Youtube Influencers for Promoting TATA Cliq Exclusive Products
AI Powered Chatbots and Text Messaging Bots for Customers to
Interact & Discover Products for their needs
Augmented Reality Experience on Mobile –
Allowing Customers to try Jewelry, Makeup Kits
Enhanced Phygital Stores (µStore) –
Introduce ‘Smart Mirrors’ for Customers to select & review products
Enhanced Phygital Stores (µStore)–
Promote Increased Footfalls for customers to experience luxury products
Product Overviews on Videos with Call to Action (Purchase)
on Instagram, YouTube Channels & Mobile, Web
Enhanced Phygital Stores (µStore) - Empowered Front Line Staff – Focus on Customer Experience & Localized Decision Making
Targeted Videos Offers on Emails &
Text Messaging
Enhanced Phygital Stores (µStore)
Allow Customers to Authenticate via Mobile App and Review Products
Make Consumers aware of
Benefits to Society via
Purchases made in TATA Cliq
New Customer Acquisition & Marketing Strategy | Business Transformation Programs

New Customer Acquisition & Marketing Strategy | Next Gen Phygital Stores - µStore
What are we proposing? Why should TATA Cliq Pursue? Launch Strategy /
Mode of Entry
• Vision: Become Customer’s Partner in their
journey of being at point of being made aware of
products and services, to the point of purchase
• Customer Experience Focused; Leverage
Technology and specifically trained customer
service reps.
• Technology enabled store, that allows consumers
to discover products basis their needs, get social
media reviews, video driven explanation of the
product, and to complete the purchase directly
• Specific Components of the µStore include:
• Automated Customer Identification as they
enter the store
• Digital Wall allowing touch & feel for
discovering products that meets their
needs
• Humanoid robots, voicebots, Chatbots that
can interact with consumers in natural
language and help with product selection.
• Gaming Lounge for Millenials & GenZ
• On Demand work out gears.
• Refurbished Products – Purchase & Sale
Competitive
Differentiation
• To significantly grow, it is imperative to be
present across the entire customer
journey. However, consumers desire touch
and feel effect for luxury products.
• The current stores do not provide an
integrated journey – transition from
product awareness onto product purchase.
With this ability, TATA Cliq can track how
many of the consumers who walk into
stores are actually making purchases
online.
• Partnership ecosystem with other players
outside of TATA stores (like Ikea) will help
attract more customers
• Partner with TCS W12 Studios
(recent TCS acquisition) to design
and launch µStore
• Partner with TATA Stores and Taj
Hotels and acquire a small area
where µStore can be piloted
• The stores to be piloted across
selective locations in NCR,
Mumbai, Bangalore, Hyderabad,
Chennai.
• Launch a similar set ups across
Taj Hotels, selective Gyms, Malls
• Aggressive campaigns on
Instagram, Youtube.
• Serve Elites, Upper Middle
Class by offering a superior
luxury experience of visiting
a physical store.
• Can be launched with
minimal investment within
specific TATA stores, backed
by good social media, print
and online advertisements
• Unique Differentiator – No
other competitor provides
such service
Offer
Something
for Everyone
Deliver Unique Experience to Tech Savvy Audience

New Customer Acquisition & Marketing Strategy | Next Gen Phygital Stores - µStore
iBeacon Enabled to automatically identify mobile app
authenticated customer walking in and walking out of
store.
Digital Wall to help Customers Choose Products, obtain
Product Reviews and Pricing (Plays Product Videos,
Engage with Instagram, Youtube Influencers)
Humanoid Robots using REEM, Chatbots & Voicebots to
advise customers on product selection basis their needs.
Self Service Kiosks: To help explore Products available on
Subscription Models, Refurbished Products, Integrated
Products & Services (eg. Home Redesign)
Gaming Lounge: Available on selective stores, targeting
audience inspiring VR and enhanced graphics games
Body Studios: Offer On Demand Work Out Gears,
Athleisure, Organic Food on Demand
H 1
M P
H M
A G
M 1
H A
M P
M H
G H
A
Smart Mirrors uses AR to shortcut the long process of
trying and retrying on clothes offering a360-degree
view of yourself with the outfit on and allows you to
compare outfits side-by-side. Shoppers can interact
with the mirror to change the lighting in their fitting
room and can select a different sizes or colors of their
outfit.
H
1
G M
A Airport Lounge
MallsGym
Selective Tier1 City
Locations
Hotels
P Partner Locations – TATA
Stores, Ikea, Starbucks
Legend: Places where specific functionalities should be deployed
ProposedComponentsofµStoreandLocationStrategy

Product Discovery
- Research
Product Discovery
- Awareness
Journey
Offer Refurbished Products
Apparel, Home, Electronics, Luxury Items) at significantly discounted rates
Body Shops for Athleisure in selective locations
Offer Integrated (Products + Service) Packages
Interior Design Services with Home Products from TATA Stores for Home Redesign
New Categories to Enter| Business Transformation Programs
Offer Products on Subscription
Selective Products (Regular Use – Perfumes, Colognes, Cartridge & Toners) offered with discount on committed subscriptions
After Sales Support - AMC
Include AMC & Support Services at cost for after sale support
Offer Gaming Consoles
Offering Gaming Consoles Online and Gaming Lounge at Selective Store Locations

New Categories to Enter| Integrated Products & Services:
Home Interior Design & Home Products
• Vision: Become One Stop Shop for Changing
Consumers’ life style
• Offer Integrated Products + Services on single
platform that aids evolving consumer life styles
and interests.
• Begin with introducing Home Interior Designs &
Home Products on Single Platform, allowing
Consumers to choose from available (templated)
interior designs or engage a local Interior Designer
to help with product selection.
• Allow home blueprints to be uploaded onto the
platform and evaluate various product options
using Augmented Reality
• Look to expand into other consumer journeys
including ‘Inter-city Relocation Assistance’, ‘New
Baby Birth’
• The stores to be piloted across selective locations
in Tier 1, 2 and 3 cities, TATA Housing
Development Company sales joints and selective
Malls
• The group enjoys a loyal customer base
who have invested in TATA homes with
proven experience in the real estate sector.
• Customers wary of mushrooming interior
design companies and are looking for
trusted brands with proven delivery track
record.
• Take advantage of digital technology
platforms to provide an integrated journey
– from the design phase up until delivery,
customers will have the blueprint available
online and curate it according to their
needs.
and launch personalized
experience driven platform.
• Partner with TATA Housing
Development Corporation to
create sales joints and build
curative and affordable packages.
• Market it to Value Home
customers and build a
collaborative business model.
Instagram, YouTube, Facebook
and Twitter.
• The group already enjoys the
dominance in the real-estate
sector and a focussed
customer base. This coupled
with AR-based smart
solutions and luxury
experience of visiting a
physical store with draw
considerable attention.
• With minimal investment,
we can rapidly launch and
perform pilot within specific
TATA Housing Development
projects, albeit backed by
good social media, print and
online advertisements
• Partnership ecosystem with
other players outside of TATA
stores (like Sunita Kohli’s K2
India) will help attract more
customers
Weave TATA Cliq in Consumer’s Memorable Life Events
Addressing
Holistic Needs
of Millennials
What are we proposing? Why should TATA Cliq
Pursue?
Launch Strategy /
Mode of Entry
Competitive
Differentiation

New Categories to Enter| Refurbished Product Marketplace
• Vision: Address needs of fastest growing
consumer segment – aspirational middle class
and provide them access to luxury products at an
affordable price.
• Offer refurbished electronics, Jewellery and
Luxury products online as well as in µStore for
addressing needs of consumers who are in middle
class and aspiring to grow into upper middle class.
They are looking to enjoy luxury products, but are
often prohibited by price concerns.
• Allow elites and upper middle class to sell their
luxury products (purchased either abroad or inside
India) on this platform.
• Introduce counterfeit detection technology across
supply chain
• The products to be piloted across Tier 1, Tier 2 in
malls and store-chains.
• Take advantage of the growing middle
class population which is slowing moving
into upper middle class (aspirational upper
middle class)
• As the income of the middle class grows,
their aspirations to acquire luxury products
will grow, albeit for social recognition. This
is the fastest growing consumer segment
• The refurbished smartphone sales grew
41% YoY in Q2 2018, which is more than
double the growth rate new smartphone
shipments clocked in the quarter according
to Counterpoint Research.
• The consumers demand for luxury
products at heavily discounted prices will
fuel growth.
• Partner with Premium Products
to help validate & provide
manufacturer certification for
refurbished products.
• Partner with TATA Stores to have
a sales point for products where
customers can touch & feel the
product before buying.
• Build a holistic supply chain and
platform to provide this
capability
• Balance the messaging between
new luxury products and
refurbished products to cater to
different consumers
• Factoring the price-sensitive
nature of buyers in India,
there is huge demand for
refurbished products and no
other player offers the same
for exclusive luxury products
• Phygital advantage ensures
customers curate their
preferences online and get
the touch and feel of the
refurbished product by
visiting luxury experience
stores.
• After setting up a platform,
we can rapidly launch and
perform pilot within specific
TATA stores.
Make Luxury Accessible for Fastest Growing Consumer Segment in India
Offer Luxury
Product at
Reasonable
Price
Pursue?
Launch Strategy /
Mode of Entry
Competitive
Differentiation

New Categories to Enter| Subscription based services
• Vision: Convenience customers with
subscription-based services thereby saving time
and cost.
• Some of the products that can be considered are-
➢ Products for Corporate Customers
➢ Educational Books
➢ Grooming & Beauty Products for Men &
Women
➢ Food & Drinks on regular shipments
➢ Perfumes and makeup kits for women
• Provide product recommendations and
subscription models based on online traits
• Engage the customers by providing discounts and
freebies along with varying varieties of subscribed
products.
• Some pricing recommendations of the model are -
➢ Short-term contracts
➢ Pay-per-use
• Consumers who came of age in the digital
era are accustomed to subscription models
for online media, digital cable and
broadband connections and music.
• In this era of social media prominence, the
middle class consumers who are aspiring
to become upper class would like to flout
variety for every occasion thereby opening
up rental opportunities for luxury goods on
subscription basis.
• Take advantage of digital technology
platforms to provide an integrated journey
– from the point of discovery until delivery,
customers will have the subscription plans
available online and curate it according to
their needs.
• Partner with TATA companies and
affiliated partners to build
affordable packages.
and Twitter.
• Affiliation with TATA group
companies gives the benefit
of tie-ups for effective
subscription-based models.
This in-turn benefits quicker
adoption with minimal
investment.
• The idea can be piloted on a
trial basis with TATA
employees and affiliated
partners.
• Partnership ecosystem with
overseas partners to bring in
luxury products at affordable
subscription rates will help
attract more customers.
Improve Cash Flow & Inventory Management
Addressing
Holistic Needs
of Millennials
Pursue?
Launch Strategy /
Mode of Entry
Competitive
Differentiation

Enhancing Customer Journeys by Embedding TATA Cliq in Customer’s Memorable Life Events
(1/2)
Transform Phygital Stores into Customer Engagement Center, While Enhancing Brand Image as ‘Top’ Retail Store
Abhishek & Aishwarya are
engaged and are going to
get married and they have
bought a new home.
Aishwarya is looking for
options to remodel the
home. She looks up
Instagram Influencer videos
and is made aware of TATA
Cliq uStore. She walks into
the nearest store along with
Abhishek
As Abhishek &
Aishwarya walk into
uStore, iBeacon and
Mobile App Integration
informs customer
service agents, renders
information on their
previous transactions,
customer personas,
offers (if any)
Customer Service Agents
walks them to Digital Wall
where they interact and
are looking for home
redesign products,
reviews, pricing,
comparisons. They also
look at interior designer
services and packages that
bring collective discount
for purchasing interior
designers + products
The couple selects one
of the Interior Design
Plan and the home
design products that
they would like to
purchase
Couple delighted with
overall experience and
appreciate the excellent
service on Social Media
(Instagram, Youtube)
Digital Wall allows
Abhishek and Aishwarya to
closely evaluate Interior +
Home Design Products
against only Home Design
Products.
Digital Wall also offers
additional discounts, basis
customer personas.
Digital Wall & Customer
Service Agent arrange for
video call with couple of
Interior Designer
Specialists, who
customizes the interior
design plan and provides
an updated quotation in
the system. The interior
designer may also suggest
additional products that
the couple should
consider purchasing
Abhishek & Aishwarya
evaluate the various
interior design quotations
on their mobile phone
app, which provides a
comparative view of both
quotations and products,
reviews and enables them
to make rapid decision.
The Products Gets
Shipped to their Home
and Interior Designer
comes to their new
home and helps
Redesign Home
< Video to be played >

Enhancing Customer Journeys by Embedding TATA Cliq in Customer’s Memorable Life Events
(1/2)
18
Transform Phygital Stores into Customer Engagement Center, while serving new product categories to the fastest growing
consumer segment, while Enhancing Brand Image as ‘Top’ Retail Store
Anika, who is Aishwarya’s
best friend, is looking for
apparels to prepare for
Aishwarya’s marriage. She is
price conscious, but she
wants to look best for the
occasion.
Anika exploring Pinterest to
identify suitable apparels,
handbags, jewelry, shoes
for the occasion. She
stumbles upon refurbished
luxury goods at TATA Cliq.
Anika calls and checks with
Aishwarya on her
experience with TATA Cliq
and gets a positive
feedback.
The Products gets
delivered to Anika’s
home, with TATA
certified label for
refurbished products.
Anika delighted with
overall experience and
appreciate the excellent
service.
Anika walks into uStore
and asks Customer Service
Agent. Customer Service
Agent walks her to Digital
Wall and available
Refurbished Products in
the store.
Anika uses Smart Mirror to
select refurbished Jewelry
Products , which handbag
and shoes. She gets
comparative product
costing, reviews
Anika decides to purchase
refurbished Louis Vuitton
handbag and Louboutin
and agrees to ship the
products to her home
< Video to be played >

New Categories to Enter | ‘Make in India’ Artisan Marketplace
• Vision: Provide platform for rural artisans for
marketing & sales of their products thereby
contributing to their success journey.
• Explore local artisan products – Pukhoor from
Tamilnadu, Chamba Rumal from Himachal, and
other products that can be included in the product
base.
• Package and Market these Products as TATA
embraced products as part of IndiLux Categories
• Obtain Market Exclusivity for these products
• Engage Instagram and YouTube Influencers and
create awareness about how TATA CliQ is bringing
local artisans exotic and exclusive products to
market.
• The stores to be piloted in Tier 1, 2 and 3 cities
selective Malls and supply-chain retailers
• Staying true to the TATA principles of
contributing towards overall society and
rural India upliftment.
• Create New Product & Revenue Streams by
bringing exclusive access to new and
emerging exotic products from rural India
• Bridging the gap between the rural and
urban marketplace taking benefit of the
customer mindset and buying trends.
• Leverage TATA Trust Programs on
Craft Based Livelihoods for
engaging local artisans and
moving their products on supply
chain
• Serve Upper Middle Class &
Aspirational Middle Class by
offering an exotic product,
which is packaged better.
• The benefit of being a
household name with
resonating trust makes it
easy to pilot the model.
Promote ‘India Growing’ Story while Contributing Back to Society
Exclusive
Products &
Community
Support
Pursue?
Launch Strategy /
Mode of Entry
Competitive
Differentiation

Convergence of Rural Indian Products with Modern Urban Demands
20
Abhishek wants to gift traditional ethnic
‘Veshtis’ for upcoming Pongal Event for
his father in law and is looking to make
charitable contribution for the
occasion. He asks social media for
recommendations
Abhishek looks up
Pinterest and finds that
TATA Cliq offers platform
for purchasing rural artisan
products, that have been
certified quality product by
TATA Trent
Abhishek looks up in TATA Cliq
and finds Ethnic Veshtis by
Arumugam & Co, who is a local
textile producer in Madurai.
TATA Cliq website is announcing a
promotion for the upcoming
Pongal
Abhishek decides to purchase the Veshti
online and stumbles that 10% of his
payment will be given to TATA Trust on
occasion of Pongal.
Abhishek is elated to know that he is able
to make contribution for society while
helping rural artisan.
Arumugam is a hardworking
artisan from Madurai (rural
Indian) community. He and team
have been building ethnic
‘veshtis’. His products are famous
within in his district, and he is
looking for venue for socializing
this across Tamilnadu
Arumugam through his local
panchayat gets to know about
the affiliation with TATA Trust
and TATA Cliq. He receives
Video Handbook in Tamil (local
language) and gets
understanding how his
products can be launched on
TATA Cliq platform.
Arumugam engages with
TATA Cliq onboarding team
and gets approved for sales
of his ethnic ‘Veshtis’ on the
platform
Abhishek delighted with the
overall experience, agrees
for Video Testimonial in
Pinterest for the experience
Empowering Rural India with collaboration with TATA Trust, by bringing together exotic products, marketing and supporting
Urban Demands

Product Discovery
- Research
Product Discovery
- Awareness
Journey
Real Time Pricing Update
Basis Discounts, Promos on TATA Stores & Partner Stores
Addressing Conscious Consumerism
Include Specific Filters in Web/Mobile Search – ‘Natural’, ‘Organic’, ‘Free of’, ‘Plastic Free’
Real Time Customer Journey Analysis & Monitoring across channels
Identify Broken Journeys, Incentivize Customers to complete their purchase on TATA Cliq
Empowered Customer Experience Management Office
Connected with Instagram, Youtube, Facebook, Twitter with ability to refund cash for product quality issue
Changed Customer Journey | Business Transformation Programs
Real Time Inventory Visibility on Web, Mobile
Single Price across TATA Cliq, Voltas, Titan, Tanishq, Croma, Westside across Online, Brick and Mortar
Integrated Loyalty Points Platform
Across TATA Cliq, Voltas, Titan, Tanishq, Croma, Westside across Online, Brick and Mortar

Product Discovery
- Research
Product Discovery
- Awareness
Journey
Integrated CRM Across TATA Stores Leveraging TCS Optumera and Omnistore
Single View of Customer across TATA Cliq, Voltas, Titan, Tanishq, Croma, Westside across Online, Brick and Mortar
Leverage TCS W12 Design Studios
For Designing World Class Luxury Experience in µStore
Real Time Customer Journey Analysis & Monitoring across TATA Stores using TCS CI&I
Identify Customers who may be shopping & comparing prices across TATA store websites and drive Sales Conversion
Leverage Counterfeit Detection Technology from Entrupy
To provide certification for Luxury Products (Apparel, Handlooms)
Partner Ecosystem & TATA Group Synergy | Business Transformation Programs
Deploy Humanoid Robots using REEM Robots
In Selective Luxury Stores Allowing Consumers to Engage, Identify Suitable Products Basis their Needs
Partner with TATA Homes
For Offering Integrated Home Interior Design & Products Sales

What does TATA Cliq Need to Change?
Innovative Initiatives that will drive synergy between
Technology & Business Operations to enable Business
Model Transformation
1) Improving Brand Equity
2) Customer Journey Management Transformation
3) Business Operations Transformation
4) Human Capital Strategy

Improving Brand Equity
Make TATA Cliq Household Name
What are we proposing?
• Vision: Become Platform of Choice for
Consumers to buy products & services
for their life moments
• Improve Brand Perception:
• Focus on Significantly Increasing
Followers
• Collaborate with Influencers –
YouTube, Facebook, Instagram to
relaunch TATA Cliq, its Products &
Services on its platform
• Significantly Improve response and
engagement with customers who are
proposing negative comments on App
Store or Google Play. Include financial
incentives for promoting good reviews.
• Improve engagement with consumers
starting at point of being made aware,
which often happens via social media
(Instagram, Pinterest etc)
BRAND REVITALIZING
STRATEGY
Refresh Old Sources of
Brand Equity
Create New Sources of
Brand Equity
• Extensive Social Media Campaign –
Focus on Instagram, Pinterest,
Youtube
• Incentives for Video Customer
Testimonials on Instagram, YouTube
• Engage closely with larger TATA
Employees led by campaigns inside
office premises
• Enable AI Chatbots, Text Messaging
Bots for Customer Engagement on
Web and Mobile
• Bring Augmented Reality on
Mobile Apps to make TATA Cliq
‘look cool’ with Tech Savvy
Millennials.
• Redefine Luxury Experience at
µStore
• Incentivise customers for
recurring business

Customer Journey Management Transformation
Integrated Customer Journey Insights, helping improve recommendations
Awareness Research Purchase Engage
Click throughWeekly Ad
Post Sale Service
AMC
Q&A with SME
Suggest Price Plans
Relevant Offer
Loyalty Utilization
Define Services plan and
journeys
HIGH
VALUE?
Omni-channel advisory for newbies
Provide advice to consumers and shoppers
through their journeys based on their current
interests and motivations.
Provide advice on the beginner level camera that
has pre-configured options for DSLR camera
Product centric profitable journey
Goal based journey management enables
Identification of the most profitable shopper journeys
and engagement strategies
Target Post Sale Service AMC for risk averse shoppers
Persona / Lifestyle based journeys
Leverage persona based NBO models to provide
advice on right product choice based on
individual lifestyle.
Suggest new accessories viz. tripod, prime-lens as
product bundles for Camera enthusiasts

26
Human Capital Strategy
• Build a ‘marketing’ approach to the organization that
highlights talent and customer experience stories.
• Engage Agents actively in Continuous Improvement Process &
Reward Initiative
• Agents to be made aware of career progression possibilities
• Differentiated reward distribution for people with specialized
skills. Reward skills and behaviour for delivering superior
customer experience
• Flexibility in Technology and working conditions – create an
inclusive workforce that is progressive and productive
Move from Customer Service Reps to Customer Experience Agents
• Personalize the employee experience
on career goals, career mobility,
physical workspace and learning and
development needs and correlate
with engagement
• Personal Credibility - assist employees
in developing and increasing their self-
awareness so that they have a better
understanding of their own strengths
and weaknesses
• Learning intelligence across the
organization – mechanisms to measure
and incentivize learning
Humble yet Sophisticated Agents
Leverage TCS Learning Gamification Enabled Platform
for Customer Service Reps
Leverage TCS workplace transformation solutions to
transform Customer Experience Agent Experience

Growth Plan & Investment Analysis
How do we Intend to grow TATA Cliq’s revenue base
with an Investment of INR 1900 Cr

0
1000
2000
3000
4000
5000
6000
7000
FY 2019 FY 2020 FY 2021 FY 2022 FY 2023 FY 2024
Revenue Growth (INR Cr)
Online uStore
Revenue Growth Projections
28
Projected Revenue Growth (INR Cr) Across Channels – Online and µStore over next 5 years
Basis the
Investment &
Growth Strategy
centric around
Improving
Customer
Engagements,
Repeat Customer
Business &
Improving
Conversion Ratios,
will help yield
growth from INR
1800 Cr to INR
6139 Cr by end of
FY 2024
1800
Cr
2207
Cr
2706
Cr
3702
Cr
4820
Cr
6139
Cr
Investments (INR Cr)
Revenue Grows Exponentially while Investment Stabilizes

What is Driving the Revenue Growth?
29
1200000000 % Population Net Target Addressable Market
Net Target Addressable
Market (M) -2020
% Population by
2025
Net Target
Addressable
Market (M) -2025 Comments
High Income House Hold Couple 4% 48000000 48 6% 72
Aspirational Middle Class 16% 192000000 192 20% 240
Gen Z 12% 144000000 144 13% 156
Rich 8% 96000000 96 12% 144
Average 480 612
1) % Population determined Basis
Data from World Bank Report.
2) Population is considered as 1.2
Billion and Population Growth is not
considered in calculations.
Target Addressable Market Growth – World Economic Report in India
Target Addressable Market (Million) 2020 2021 2022 2023 2024 Annual Disposable Income (INR)
High Income House Hold Couple 48 52.00 56.33 61.03 66.11 25,000,000
Aspirational Middle Class 192 200.00 208.33 217.01 226.06 10,000,000
Gen Z 144 146.00 148.03 150.08 152.17 5,000,000
Rich 96 104.00 112.67 122.06 132.23 50,000,000
How the Target Addressable Market Evolves & Corresponding Annual Disposable Income
Online Website/Mobile Traffic Growth Patterns (Assuming traffic growth is proportional to demographics & Income Group Changes)
Monthly Traffic (In Millions) 2019 2020 2021 2022 2023 2024
High Income House Hold Couple 5 5.42 5.87 6.36 6.89 7.46
Aspirational Middle Class 5 5.21 5.43 5.65 5.89 6.13
Gen Z 3 3.04 3.08 3.13 3.17 3.21
Rich 2 2.17 2.35 2.54 2.75 2.98
Total Traffic 15 15.83 16.72 17.68 18.70 19.79

30
Huge Scope for Additional Revenue Exists which is not accounted for in this proposal
The Global Industry Conversion Ratios is ~4%, while Flipkart & Amazon have conversion ratio of > 2% in India. The
target conversion ratio of 1.4% is still conservative.
Additionally, the numbers are not yet accounting for population growth in India, only the demographics & income bracket
changes as predicted by World Bank Economic Survey Reports. If Population Growth is included, an additional of INR
2,000 Cr can be included in the forecast.
Improving Conversion Ratio supported by various Transformation Programs Drives Incremental Revenue
2019 2020 2021 2022 2023 2024
Monthly Visitors 15,000,000 15,833,333 16,724,537 17,678,032 18,698,591 19,791,369
Conversion Ratio 1.00% 1.05% 1.10% 1.20% 1.30% 1.40%
# of Customers making monthly purchases150,000 166,250 183,970 212,136 243,082 277,079
Monthly GMV (INR Cr) 150 182.88 222.60 282.35 355.90 446.24
Revenue Per Customer (INR Monthly) 10,000 11,000.00 12,100.00 13,310.00 14,641.00 16,105.10
Annualized GMV (INR Cr) 1800 2,194.50 2,671.24 3,388.24 4,270.75 5,354.87

31
Increased Urbanization will drive incremental footfalls in Phygital Stores along with additional service & product categories will improve per customer revenue
Revenue Growth (INR Cr) 2019 2020 2021 2022 2023 2024
Online 1800 2195 2671 3388 4271 5355
uStore 0 12.5 105 314 549 784
Total Revenue 1800 2207.5 2776 3702 4820 6139
Revenue Physical Stores (uStore) 2019 2020 2021 2022% 2023 2024
No of Stores 0 5 10 15 15 15
Footfall Increment (% Avg) N/A N/A 4.58% 4.58% 4.58% 4.58%
Monthly Footfall (Unique) 0 250,000 1,045,833 1,568,750 1,568,750 1,568,750
Revenue Per Customer (INR Monthly) 0 500 1000 2000 3500 5000
Monthly Revenue (INR Cr) 12.5 105 314 549 784
Improving Conversion Rates will Drive Improved Annualized GMV (INR Cr)
Revenue - Online Site Alone 2019 2020 2021 2022% 2023 2024
Online Site Visitor Growth 15,000,000 15,833,333 16,724,537 17,678,032 18,698,591 19,791,369
Annualized GMV (INR Cr) 1800 2195 2671 3388 4271 5355
Translating into Exponential Revenue Increment over 5 years

Investment strategy over the next 5 years
32
0
10
20
30
40
50
60
70
Year 20-21 Year 21-22 Year 22-23 Year 23-24 Year 24-25
Integrated Home Products Subscription Products Refurbished Products Gaming Consoles Body Shops at µStore After Sales Support - AMC
Investment in Crores
0
5
10
15
20
25
Empowered Customer Experience Management Office Real Time Pricing Update
Addressing Conscious Consumerism Real Time Customer Journey Analysis & Monitoring across channels
Real Time Inventory Visibility on Web, Mobile Integrated Loyalty Points Platform
Investment in Crores
New Categories to Enter
Changed Customer Journey
54 Cr 73 Cr
107 Cr
104 Cr
102
Cr
45 Cr 44 Cr 41 Cr
38 Cr
36 Cr

Investment strategy over the next 5 years
0
10
20
30
40
Counterfeit Detection Technology from Entrupy Integrated CRM using TCS Optumera Humanoid Robots using REEM Robots
Leverage TCS W12 Design Studios Partner with TATA Homes Customer Journey Monitoring using TCS CI&I
Customer Acquisitions & Marketing
Strategy
Partner Ecosystem & TATA Group Synergy
0
20
40
60
80
100
120
140
Year- 2020 - 21 Year 2021-22 Year 2022-23 Year 2023-24 Year 2024-25
Engage Social Media Influencers Technology - AI, Augmented Reality
Enhanced Phygital Stores (µStore) Product Overview with Call to Action
Social Awareness of Benefits from TATA Cliq purchases Targeted Video Offers
125 Cr
145 Cr 175 Cr
170 Cr
165 Cr
Customer Acquisition & Marketing Approach
70 Cr 89 Cr
122 Cr
119 Cr
116 Cr

Assumptions Made (Investments)
34
Assumptions for Investments & Revenue Growth
• The monthly facility costs per store are as follows
➢ Store area - 5000 Sq. ft
➢ Store Rent - Rs.100/Sq. ft
➢ Maintenance - Rs.35/Sq. ft
➢ Electricity - Rs.15/Sq. ft
➢ Facility cost - Rs. 750,000/month
➢ The number of staff per store is 7
➢ Avg. Salary of the staff is Rs. 30,000/Month
➢ The cost per staff is Rs. 2,10,000/Month
➢ The sundry expenses is Rs. 30,000/Month
➢ The total expenses would be Rs. 990,000/Month
• One-time equipment fixture cost - Audio/Video, Furnitures, Electrical fittings, AC’s,
Experience Rooms and Digital Displays.
• Development and Maintenance effort for software development and support at 22
USD/hour bill rate(1 USD = Rs. 70)
• Cost also involves –
• Licensing cost of 3rd party products
• Cost of 3rd party providers
• Non man-power costs like yearly costs for infrastructure rentals and facility cost.
• Man-power cost for deployment.
• Setting up of Enhanced Phygital Stores (µStore) in top 20 Tier 1 and 2 cities.
• Phygital µStore to be setup as follows –
➢ 5 stores in Year 20-21
➢ 10 stores in Year 21-22
➢ 20 stores in Years 22-23, 23-24 and 24-25.
• Back office support seats to be –
➢ 15 in Year 20-21
➢ 13.5 in Year 21-22
➢ 12 in Year 22-23
➢ 11 in Year 23-24
➢ 10 in Year 24-25
• Back-office Support Seat Cost per year –
➢ Rs. 120,000 in Year 20-21
➢ Rs. 126,000 in Year 21-22
➢ Rs. 132,300 in Year 22-23
➢ Rs. 38,915 in Year 23-24
➢ Rs. 145, 860 in Year 24-25

Thank you
Arvind Radhakrishnen
Abhilash Rajan
Pankaj Aggarwal
TATA Consultancy Services

36
Business Transformation Initiatives Details
List of Different Transformation Initiatives, Key
Performance Indicators, Differentiator Capabilities for
TATA Cliq, Estimated Cost & Implementation Complexity

Business Transformation Programs Elaborated (1/5)
37
Business Transformation
Program
Initiative
Key Performance
Indicators
Key Differentiator
for CLiQ
Cost
Estimate
Duration and
Complexity
Integrated Home Furnishing
Products
• Compliment services like Interior Design with
products offered on TATA Cliq
• Build Ecosystem of Players including local
artisans, interior designers and become one stop
shop for Home Redesign.
Launch New Services for Upper
Middle Class & Elite Women
Brand advantage will ensure better
vendor tie-ups and a loyal customer
base
Advantage of tie-ups with TATA
Housing Development Corporation
and the vast customer base
116 Cr
18 months
High
Gaming market
Enter into Gaming Market for Upper Middle Class,
Middle Class Men
Incremental Revenue from
discounted pricing – driving by
confirmed subscription for gaming
Advantage of the Phygital model
and business advantage ahead of
peers
114 Cr
18 Months
High
Subscription model Offer Apparel, Home, Electronics, Luxury items at
significantly discounted rates
Improved Cash Flow & Revenue
Predictability
Multiple brands available on
subscription basis
20 Cr
18 months
High
Refurbished Products
Offer Products & Services who are looking for brand
aspiration or recognition as the main benefit of
luxury consumption.
Incremental Revenue growth by
offering refurbished luxury products
at discounted rates
Benefit of the synergy between the
TATA group companies that is not
enjoyed by the competitors
19 Cr
18 months
High
Body Studios and Athleisure
products
Launch Body Studios in Phygital Stores for Athleisure
products preferably on demand workout gear,
within major gyms and TATA Taj Hotels, offering new
as well as refurbished items (electronics)
Incremental Revenue Growth with
Athleisure products with
On demand workout gear.
Customer satisfaction post purchase.
and the huge customer base that is
loyal to the brand
149 Cr
18 months
High
After Sales AMC
AMC & Support Services at cost for after sale
support
Improved Customer Service
Staying committed to the group's
business values 21 Cr
12 Months
Medium
NewcategoriestoEnter

38
Program
Initiative
Key Performance
Indicators
Key Differentiator
for CLiQ
Cost
Estimate
Duration and
Complexity
Product Overviews on Videos with
Call to Action (Purchase)
• Product Overviews on Instagram, YouTube
Channels & Mobile and Web
• Focus on Store staff interaction as
the most important parameters for
customer conversion and retention.
• All attempts to reach out and
engage customers
Phygital is a unique differentiator
that the competitors do not
possess
20 CR
18 months
High
AI Powered Chatbots and Text
Messaging Bots
• Build Personas basis Customer shopping
preferences along with other attributes like
Income, Age, Gender etc.
• Customers to Interact & Discover Products for
their needs
Improved and Targeted Marketing
Campaign based on Customer Personas
Customer segmentation and
Personalization creating a sense
of belongingness
28 CR
18 months
High
Engage Instagram & You tube
Influencers
• Increase number of Influencers to promote
products on Cliq.
• Significantly improve Instagram, Youtube,
Facebook followers.
• Improve market perception of TATA Cliq as
‘Single Point of Discovery of Luxury Products’
Improvement in Social Media
Engagement Scores – Instagram,
Youtube, Facebook
Benefit of being part of the TATA
brand with huge customer
following.
93 CR
6 months
Medium
Empowered Front Line Staff
• Focus on Customer Experience & Localized
Decision Making Improved Customer Engagement
Staying committed to the group's
business values
148 CR
6 months
Medium
Augmented Reality Experience on
Mobile
Allowing Customers to try Jewelry, Makeup Kits Improved customer experience
Staying ahead of peers in
providing personalized customer
experience
59 CR
18 months
High
CustomerAcquisitionsandMarketingStrategy

39
Initiative
Key Performance
Indicators
Key Differentiator
for CLiQ
Cost
Estimate
Duration and
Complexity
Smart mirrors and Digital Walls in
µStores
Introduce ‘Smart Mirrors’ for Customers to select &
review products
Improved customer experience
experience
56 CR
18 months
High
Luxury Products
Promote Increased Footfalls for customers to
experience luxury products Improved customer experience
experience
200 CR
18 months
High
Authentication via Mobile App
Allow Customers to Authenticate via Mobile App and
Review Products
Improved customer experience
experience
135 CR
18 months
High
Targeted Videos Offers Customer segmentation and offers made available
for customers
Customer Spend Patterns and Persona
Fitment to determine prioritization
experience
20 CR
6 months
Medium
Benefits to the Society
Make Consumers aware of Benefits to Society via
Purchases made in TATA Cliq
Awareness about Social Responsibility
Initiatives
Responsibilities towards the
society
19 CR
6 months
Medium
Empowered Customer Experience
Management Office
Connected with Instagram, Youtube, Facebook,
Twitter with ability to refund cash for product
quality issue
Improved customer experience Staying ahead of peers in
experience
93 CR
12 months
Medium
Basis Discounts, Promos on TATA Stores & Partner
Stores
Ability to serve needs of middle class
who aspire to grow into upper middle
class (aspirational middle class)
Persona focused approach for
Branded items with phygital
advantage
22 CR
6 Months
Medium
Addressing Conscious Consumerism
Include Specific Filters in Web/Mobile Search –
‘Natural’, ‘Organic’, ‘Free of’, ‘Plastic Free’
Acquire new customers with Conscious
Consumerism’ principle
Be ahead of others in aligning with
the nation's environment friendly
policies
19 CR
12 months
High
Real Time Customer Journey
Analysis & Monitoring across
channels
Identify Broken Journeys, Incentivize Customers to
complete their purchase on TATA Cliq
Customer Spend Patterns and Persona
Fitment to determine prioritization of
issues
Having a customer focused
approach - Staying committed to
the group's business values
19 CR
18 Months
High
CustomerAcquisitionsand
MarketingStrategy
ChangedCustomer
Journey

40
Program
Initiative
Key Performance
Indicators
Key Differentiator
for CLiQ
Cost
Estimate
Duration and
Complexity
Real Time Inventory Visibility on
Web, Mobile
Single Price across TATA Cliq, Voltas, Titan, Tanishq,
Croma, Westside across Online, Brick and Mortar
Improved Inventory Visibility across
TATA Voltas, Titan, Tanishq, Croma,
Westside, Carat Lane ensuring TATA’s
brick and mortar sales can be driven
online and ensuring it does not impact
price value equation. Use TCS
Optumera for the same
Advantage of "One TATA" that
none of the competitors in the
world possess
38 Cr
12 months
Medium
Across TATA Cliq, Voltas, Titan, Tanishq, Croma,
Westside across Online, Brick and Mortar
Improved repeat business & cash flow
driven by incentives
Advantage of the huge customer
base of TATA group companies
13 Cr
12 Months
Medium
Leverage Counterfeit Detection
Technology from Entrupy
To provide certification for Luxury Products
(Apparel, Handlooms)
Counterfeit detection
and taking advantage of the
group's synergies
32 Cr
12 months
Medium
Integrated CRM Across TATA
Stores Leveraging TCS Optumera
and Omnistore
Single View of Customer across TATA Cliq, Voltas,
Titan, Tanishq, Croma, Westside across Online, Brick
and Mortar
Improved Inventory Visibility across
TATA stores
group's synergies
32 Cr
18 months
High
Deploy Humanoid Robots using
REEM Robots
Deploy in Selective Luxury Stores Allowing
Consumers to Engage, Identify Suitable Products
Basis their Needs
Improved Customer experience
group's synergies
113 Cr
18 months
High
ChangeCustomer
Journey
PartnerEcosystemand
TATAgroupsynergy

41
Program
Initiative
Key Performance
Indicators
Key Differentiator
for CLiQ
Cost
Estimate
Duration and
Complexity
For Designing World Class Luxury Experience in
µStore
group's synergies
138 Cr
18 months
High
Offering Integrated Home Interior Design &
Products Sales
Improved Customer experience and
cost benefit to home buyers
group's synergies
116 Cr
12 Months
High
Real Time Customer Journey
Analysis & Monitoring across TATA
Stores using TCS CI&I
Identify Customers who may be shopping &
comparing prices across TATA store websites and
drive Sales Conversion
Advantage of the group’s
synergies
50 Cr
12 Months
High
PartnerEcosystemand
TATAgroupsynergy

42
Investment Details
List of Different Investment Initiatives, Year on Year
Spend Plan

Investments proposed for Cliq over the next 5 years(1/4)
43
Investment amount in Crores
Initiatives Year- 2020 - 21 Year 2021-22 Year 2022-23 Year 2023-24 Year 2024-25
Offer Integrated (Products + Service) Home Design Packages 11.08 17.52 29.52 29.20 28.88
Offer Products on Subscription 4.65 4.53 4.05 3.73 3.41
Offer Refurbished Products 4.47 4.35 3.87 3.55 3.23
Offer Gaming Consoles 10.80 17.23 29.22 28.90 28.58
Body Shops and Athleisure products
18.12 24.66 36.17 35.53 34.90
After Sales Support - AMC 4.79 4.68 4.20 3.88 3.56
Total 53.89 72.96 107.03 104.79 102.56
New Categories to Enter

Investment proposed for Cliq over the next 5 years(2/4)
44
Empowered Customer Experience Management Office
19.37 19.65 18.69 18.05 17.41
5.00 4.89 4.40 4.07 3.74
Addressing Conscious Consumerism 4.47 4.35 3.87 3.55 3.23
Real Time Customer Journey Analysis & Monitoring across channels
4.47 4.35 3.87 3.55 3.23
Real Time Inventory Visibility on Web, Mobile 8.87 8.62 7.66 7.03 6.39
2.96 2.95 2.71 2.55 2.40
Total 45.14 44.80 41.20 38.80 36.40
Changed Customer Journey

45
Product Overviews on Videos 4.61 4.49 4.02 3.70 3.38
AI Powered Chatbots and Text Messaging Bots 6.61 6.40 5.68 5.21 4.73
Augmented Reality Experience on Mobile
12.14 12.40 11.92 11.60 11.28
Smart Mirrors
12.18 12.18 11.22 10.59 9.95
Increased Footfalls for Luxury Products
28.27 35.07 46.35 45.55 44.75
Authenticate via Mobile App
15.51 21.83 33.35 32.71 32.07
Engage Instagram & You tube Influencers
Promoting TATA Cliq Exclusive Products
19.37 19.65 18.69 18.05 17.41
Empowered Front Line Staff
17.38 24.14 36.13 35.81 35.49
Targeted Videos Offers on Emails & Text Messaging 4.58 4.46 3.98 3.66 3.34
Make Consumers aware of Benefits to Society via Purchases made in TATA Cliq 4.51 4.38 3.91 3.59 3.27
Total 125.14 145.01 175.24 170.45 165.66
New Customer Acquisition & Marketing Strategy

46
Leverage Counterfeit Detection Technology from Entrupy
7.39 7.26 6.55 6.07 5.59
Integrated CRM Across TATA Stores Leveraging TCS Optumera and Omnistore
7.39 7.26 6.55 6.07 5.59
Deploy Humanoid Robots using REEM Robots
13.54 19.96 31.71 31.24 30.76
19.79 26.37 37.88 37.25 36.61
For Offering Integrated Home Interior Design & Products Sales
11.08 17.52 29.52 29.20 28.88
Real Time Customer Journey Analysis & Monitoring across TATA Stores using TCS CI&I
Identify Customers who may be shopping & comparing prices across TATA store websites and
drive Sales Conversion
11.05 10.95 10.00 9.36 8.72
Total 70.24 89.33 122.20 119.17 116.13
Partner Ecosystem & TATA group Synergy

Customer
Service
Sales
Operations
Marketing
Operations
Business
Operations
Match each customer with the best service or offer for
that particular segment transaction.
Make the right offers to
the right customers with
the right agents to
increase sales, upsells, and
cross-sells
Predict every potential
customer’s propensity to
buy and provide service
accordingly
Track the effectiveness of
every campaign with
unified cross-system
reporting. Identify & Track
in flight customers during
their product/ service
journeys
Maximize each campaign with intelligent,
flexible campaign strategies that map to
business segment and with personalized
journey
Anticipate the service needs of your customers at each
stage of their customer journey
Proactively meet
customer service needs in
Real-Time Context
Detect and Alert on
Broken Journey’s causing
consumer to interact on
channel of choice
Understand Digital
Channel and Agent
efficiency, productivity,
and true performance
with statistical
performance data
Customers and Suppliers are fast tracked
to personalized treatment based
customer attributes and segments while
all channels are aware of journey status
Find dealing with
customer service
issues exhausting
3 in 4
Constantly research
products to buy online
Human Centered
Approach Solving
for people’s needs
through empathy
Key Customer Journey Management Parameters that should be addressed

Integrated Customer Journey Insights, helping improve recommendations
Build an Integrated Customer Insight Portal – Allowing
ability to search, visualize and discover previously
unknown customer behavioral patterns
Understanding One/Many
to Many
Relationships/Inter-
Connections
Linkages between
Customers & their
Products & Services
Preferences
Linking Customers & Their
Purchase Patterns through
Transactional Analysis
Group Customers together and
identify Customer Peer Groups for
Product Recommendations
Cohort Analysis :
• Understanding Customer activity,
Transaction behavior over a time
period for a segment
• Identify & recommend suitable
products

Market Surveys & Target Market Analysis
How the Target Addressable Market in India is Shaping up

What are Global Players Doing for Addressing Premium & Luxury Market
• Estée Lauder is rolling out a new POS infrastructure across 24 countries in EMEA. allows for mobile and payment integration, will enable the company to get a single
view of customers and their purchases online and offline, and eventually offer more personalized services
• Gucci launched a 'Do It Yourself‘ service, enabling customers to personalize a selection of products, starting with the Dionysus handbag
• Burberry launched its ‘Bespoke’ campaign to enable customers to choose their trench coat’s style, color, fabric and material.
• Hugo Bos seeks to grow its revenue partly by focusing on personalization by treating consumers individually, providing more bespoke products such as a unique
brand-specific shopping experience, and capitalizing on its own extensive experience in the design and production of made-to-measure clothing
• Gucci, launched initiatives such as #GucciGram where it collaborated with Instagram artists and #24HourAce where artists participated in Gucci’s video project and
took over the company’s Snapchat account for an hour
• Ted Baker rolled out Seemore, an AI-based chatbot for Facebook, which offers virtual assistance to customers.
• Kering created a data science team at group level to improve the service and shopping experience of its clients by assessing the data. Kering intends to get real-time
360-degree view of its customers to deliver rich and personalized experiences and meet their specific needs
• Legacy Luxury Brands have started abandoning previous long-held beliefs that exclusivity and high prices were essential brand characteristics. The reality is that ‘new’ luxury
consumers only care about the brands that have created value for them in the last 24 hours.
• Luxury brands are redesigning customer engagement techniques by using data analytics tools, build good relationships with each client and offer a superior purchasing experience
• Luxury Brands seek to leverage information on purchasing behavior, location-based marketing, social media analysis, and browsing histories
• The role of point of sale will transform into an experience centre: Of the Sophisticated Rich, Connected Aspirants and Young and Savvy segments, 50%-70% already search online
before purchasing. These consumers will drive up the share of digitally influenced purchases from 22% today to 40% by 2030. As these customers come to a point of sale, it will
transform to serve the connected consumers, and will expand its role to closing the sale
• The value-conscious Indian consumer will use technology to drive better bargains. Price comparison on smartphones will allow consumers to demand the “right price”, whether they
purchase online or offline
• Omni-channel shopping will take on multiple roles. As many first-time consumers across geographically dispersed areas begin their shopping journeys, an asset-light and distributed
point of sale footprint, with assisted shopping and access to an online catalogue will become important
General Trends
Specific Publicly Known Initiatives
* Basis WEF Future of Consumption Report India Report 2019

Our Methodology for Driving Business Transformation
Improve Client Engagement
Improve Brand Recognition | Enhance Hyper Connected Customer Journeys
Focus on Incremental Revenue
Customer Acquisition | Improve Cash Flow | Improve
Revenue Predictability
Improve Product Management
New Categories – Products, Services | Brand Recognition |
Competitive Differentiation

Assumptions Made
53
2019 2020 2021 2022% 2023 2024 2025
High Income House Hold Couple Aspirational Middle Class Gen Z Rich
Online / Mobile Traffic Growth across Consumer Segments
• The average net target addressable market to increase to 612 MM by 2025 – a growth of 4.5%
• Online website and mobile traffic to increase from 15 MM in 2019 to 21 MM in 2025
• The annualized GMV from online sales to increase from 1800 CR in 2019 to 6,238 CR in 2025.
• The monthly revenue from Physical µStore stores to increase to 1020 CR by 2025.
• The online monthly Website/Mobile traffic to increase from 15 MM to 21 MM by 2025.
• The monthly online visitors to increase from 15 CR to 21 CR by 2025.
• The conversion ratio of online traffic to increase from 1% to 1.4% in 2025.
• The disposable income of the various personas by 2025 –
➢ High Income House Hold Couple – INR 25,000,000
➢ Aspirational Middle Class – INR 10,000,000
➢ Gen Z – INR 5,000,000
➢ Rich – INR 50,000,000

TATA Cliq Growth Strategy

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