Tata Power identifies areas for maximising potential of e-commerce platforms for its new business services from Tata Consumer Products

Published on December 21, 2021

Tata Power’s New Business vertical has forayed into offering home automation solutions for retail and institutional customers under the brand EZ Home. These smart home devices ranging from switches to controllers and converters are designed for the future and are available for retail customers through e-commerce giants such as Amazon and Tata Cliq. Being at an early stage, the need was felt to learn from established players to utilise advantages offered by the e-commerce platform and thus a learning session was arranged with Tata Consumer Products (TCPL) with TBExG’s support.

The session was conducted by Manoj Kumar, who leads the e-commerce business of TCPL in India. While he took the team through the nuances of leveraging the ecommerce platform for enhanced product sale, the following areas where perceived of key importance considering the business context and were planned to be adopted.

• Utilising the three most important parameters (product images, title naming and bullet points) thoroughly for capturing consumer interest
• Using the A+ content to educate the customer with more details and range
• Working on parameters (including reviews and ratings) which helps in receiving the Amazon Choice badge, which increases brand value
• Taking customer routes data into consideration while devising and analysing a promotions plan —search, browse and merchandising route

Implementation of these learnings have resulted in a better average Return on Advertising Spend (ROAS) of 1.6 v/s estimated ROAS of 0.9 during the ad campaigns. These ad campaigns were started from the very first week of listing the products on the e-commerce platforms considering it being a new product and the need to build brand and product awareness. Further, the click through rate has also improved from the baseline 0.13 to 0.45 against the target of 0.22.

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