Tata Cliq which is a part of the Tata group venture said that it has partnered with American software technology firm Adobe to deploy latter's Adobe Experience Cloud to help it deliver personalised shopping experience to luxury brand shoppers across its website and mobile application. Tata Cliq combines online shopping with an offline store across the country.
The Adobe Experience Cloud, which was launched in March 2017 combines Adobe's different services such as Adobe Marketing Cloud, Adobe Advertising Cloud, and Adobe Analytics Cloud within a single platform. This allows company like Tata Cliq to centralise their campaign creation and management, advertising activity, and intelligence gathering. In this segment, Adobe competes with the likes of Oracle and Salesforce.
In last two years, Tata Cliq has implemented a range of solutions within Adobe Experience Cloud including Adobe Media Optimizer, Adobe Analytics, Adobe Campaign and Adobe Target. “Now company is leveraging the integration of Adobe Analytics and Adobe Campaign to create browsing-based customer segments and further create personalised campaigns aimed at driving cross-sell and up-sell programs, resulting in a 30 percent increase in conversions,” said Adobe.
This announcement has been made prior to Adobe's conference slated in the third week of April in Mumbai. Company is likely to announce more deals and information around its products during the event.
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“While mass brands continue to drive business, a large part of our growth is coming from the strong momentum we are seeing on customer stickiness and spends in the luxury fashion marketplace. A strong digital strategy has been central to our focus on appealing to high-end customers and delivering exceptional online experiences for them. Adobe is not a vendor or a product company to us, but a partner in our journey. We will continue to innovate together, collaborate together, and achieve as well as celebrate success together,” said Ashutosh Pandey, CEO, Tata Cliq.
“Given India's growth on mobile and internet, vast millennial population, and an increasing customer preference for buying online, the eCommerce industry continues to experience heavy demand and explosive growth,” said Kulmeet Bawa, Managing Director, South Asia, Adobe.
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“To thrive in this hyper competitive landscape, it is imperative for brands to put customer experiences at the core of their business strategies. We are excited to partner with Tata Cliq to further their long-term vision on digital, and are happy to see Adobe Experience Cloud enabling the company's customer focus and market success,” he added.
