INDUSTRY
Retail
Omnichannel CX and Intelligent Innovation – The Future of Retail
Products and Platforms
TCS OmniStore™
TCS OmniStore™: A Unified Commerce Platform for Frictionless CX
HIGHLIGHTS OF THE STORY
- Croma’s vision is to revolutionize the way people shop by eliminating queues in their stores and enabling a fluid and engaging shopping experience. They also wanted to create stores of the future, building on the foundation of unified commerce, leveraging technologies such as cloud and artificial intelligence (AI).
- TCS OmniStore™, an AI-powered, unified composable commerce platform, enabled Croma to create connected journeys between online and stores with a follow-me cart, flexible payments, unified promotions, and paperless receipts.
- With TCS OmniStore, Croma has realized an increase in revenue and reduction in checkout time enabled by 100% in-store mobile checkout across more than 500 stores. Quick adoption across its entire stores network facilitated nationwide rollout in two weeks.
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Connected journeys
Enabling seamless transitions
Today, customers want to transition seamlessly from product search on a mobile app to expert advice and complete their purchases in a store without having to wait in a queue. TCS OmniStore has enabled a seamless brand experience for Croma with fully connected omnichannel engagement, 360-degree customer visibility, anywhere checkout, and a zero-queue experience.
Our vision is that we want to become the number one in retail experience and hence the entire transformation is towards omnichannel. It requires a very integrated partnership. TCS is at the table with us, and that's what you really need in an ambitious program like this. In fact, during the first Diwali peak after TCS OmniStore implementation, we could see that the comparable store growth was upward of 20%."
RIA'S SHOPPING JOURNEY
TCS OmniStore enables Croma to deliver an exciting and seamless shopping journey
Need for a unified commerce platform
Driving unified experiences
Croma, a leading Indian retail chain of consumer electronics and durables, offers over 22,000 products from more than 550 brands in over 160 Indian cities. Understanding that customers value convenience, flexibility, and a shopping experience that aligns with their daily lives, Croma wanted to transition to a unified commerce platform. They were looking to eliminate traditional store hardware in favor of a 100% cloud-based model to take advantage of the unparalleled scalability and flexibility it offers.
We have a very unique relationship with TCS and have been working with them on multiple aspects of the customer journey. The ability to translate that into a very enriching store experience by having TCS OmniStore to act as a co-pilot for the store associate is the very, very big advantage that we have with TCS OmniStore.
Redefining omnichannel retail
Elevating customer interactions
Croma chose TCS OmniStore to meet the needs and expectations of today’s consumers. With TCS OmniStore, Croma introduced on-the-floor anywhere checkout, eliminating queues and transforming the in-store experience. The platform’s universal cart ensured a personalized and seamless shopping journey across all channels, elevating customer interactions, while its future-proof architecture positioned Croma to adapt to evolving retail trends.
Further, it offered the scalability and flexibility that Croma needed to continuously innovate and simplify every aspect of the shopping journey, from purchasing to servicing. The platform has helped Croma power modern commerce experiences with a range of capabilities such as click-and-collect, scan-and-go, and self-checkout along with dynamic promotion management. In addition to faster checkouts, Croma stores now offer flexible payments with more than 80 payment options inclusive of wallets, cards, unified payments interface (UPI) as well as loans.
HIGHLIGHTS
To keep up with Croma’s growing footprint and peak season volumes, TCS OmniStore enabled faster setup of billing and swift deployment of updates, ensuring the electronics retailer stayed ahead of competition. The seamless omnichannel journey, coupled with digital conveniences such as paperless receipts and WhatsApp integration, enhanced customer satisfaction. Features such as personalized recommendations and trade-ins offered options to further tailor the shopping experience.
The platform's intuitive user interface (UI) ensures quick staff adoption, minimizing training time and accelerating operational efficiency. In addition to meeting the current customer expectations, Croma—powered by TCS OmniStore— is fully poised to adapt to future demands.
TCS OmniStore: A game changer
Crafting a futuristic customer experience
As a knowledge partner, TCS has been working closely with Croma to shape a futuristic, best-in-class customer experience across all touch points. This has helped advance Croma’s vision of becoming the most preferred electronics retailer in India.
“Croma is way ahead of its time in terms of its omnichannel strategy, and its unshakeable belief in technology is a delight that serves as a competitive differentiator as well. We're excited about the future of our partnership with Croma and are committed to nurturing this purpose-driven partnership with our shared belief in the power of technology, innovation, and transformation,”
says Krishnan Ramanujam, President, Consumer Business Group, TCS.
The commerce transformation powered by TCS OmniStore has led to 100% in-store mobile checkout with nationwide rollout in two weeks and quick adoption across more than 500 stores. The fully cloud-based checkout model with lean store footprint has enabled Croma to optimize 83% of bill desk space, freeing more space for selling. It has also enabled the retailer to set up billing four times faster, a capability that is vital as they look to rapidly expand their store footprint.
TCS OmniStore is part of the TCS Algo Retail™ suite, our unique approach for transforming organizations into resilient, adaptable, nimble, algorithmic enterprises by seamlessly orchestrating data and algorithms across the retail value chain, and reimagining processes with automation and intelligence.