Tata Group's e-commerce venture Cliq will not gun for the number one spot in the country but would rather become a niche player, said Cliq's chief executive Ashutosh Pandey.
"While Amazon and Flipkart can become the Walmarts of Indian e-commerce selling everything under the sun, we want to be seen as the John Lewis of the space," said Pandey. John Lewis is an upmarket chain of department stores in the UK.
Curated products that are aspirational in nature would be Cliq's USP, Pandey said, apart from its hyperlocal omni-channel strategy, which is being called 'Phygital' by the company.
This is the Tata Group's second-coming in the online space after the online foray by its consumer electronics retail arm Croma failed to set cash registers ringing. The company will also differentiate itself with exclusive partnerships with top brands in consumer electronics and apparel categories.
Last week, it entered into a partnership with Gurgaon-based marketer and distributor Genesis Luxury Fashion for brands that include Coach, Burberry, Giorgio Armani and Tumi.
"The fight for customer acquisition by burning cash has given existing players in the market overlapping sets of customers," said Pandey. "For instance, if there are 40-50 million online shoppers here, every established player says that it has around 30 million registered shoppers."
Pandey said the Indian e-commerce market will play out like its European counterpart, which has space for several specialized players apart from the big daddies such as Amazon. Several top Indian conglomerates such Reliance, Aditya Birla and Mahindra & Mahindra have launched their own respective e-commerce ventures recently.
"The market will see an upswing from the latter half of this year as 4G and 3G networks stabilize," said Pandey. "In the next 3-4 years, online shopping is going to be big."
Cliq is piloting an intra-city logistics exercise to connect its network of stores that includes Westside and others. For inter-city transport, it has roped in independent logistics companies.
To acquire customers, Cliq will draw on the strength of Tata Group's offline retail ventures. Pandey said marketing will play a big role too and the company has kept aside a significant budget for offline and online promotion to drive repeat purchases
Source:http://brandequity.economictimes.indiatimes.com/news/business-of-brands/heres-why-cliq-is-tatas-second-coming-in-e-commerce/52513778
"While Amazon and Flipkart can become the Walmarts of Indian e-commerce selling everything under the sun, we want to be seen as the John Lewis of the space," said Pandey. John Lewis is an upmarket chain of department stores in the UK.
Curated products that are aspirational in nature would be Cliq's USP, Pandey said, apart from its hyperlocal omni-channel strategy, which is being called 'Phygital' by the company.
This is the Tata Group's second-coming in the online space after the online foray by its consumer electronics retail arm Croma failed to set cash registers ringing. The company will also differentiate itself with exclusive partnerships with top brands in consumer electronics and apparel categories.
Last week, it entered into a partnership with Gurgaon-based marketer and distributor Genesis Luxury Fashion for brands that include Coach, Burberry, Giorgio Armani and Tumi.
"The fight for customer acquisition by burning cash has given existing players in the market overlapping sets of customers," said Pandey. "For instance, if there are 40-50 million online shoppers here, every established player says that it has around 30 million registered shoppers."
Pandey said the Indian e-commerce market will play out like its European counterpart, which has space for several specialized players apart from the big daddies such as Amazon. Several top Indian conglomerates such Reliance, Aditya Birla and Mahindra & Mahindra have launched their own respective e-commerce ventures recently.
"The market will see an upswing from the latter half of this year as 4G and 3G networks stabilize," said Pandey. "In the next 3-4 years, online shopping is going to be big."
Cliq is piloting an intra-city logistics exercise to connect its network of stores that includes Westside and others. For inter-city transport, it has roped in independent logistics companies.
To acquire customers, Cliq will draw on the strength of Tata Group's offline retail ventures. Pandey said marketing will play a big role too and the company has kept aside a significant budget for offline and online promotion to drive repeat purchases
Source:http://brandequity.economictimes.indiatimes.com/news/business-of-brands/heres-why-cliq-is-tatas-second-coming-in-e-commerce/52513778
No comments:
Post a Comment