Digital Software & Solutions Solution Brief

Creating Engaging Omni-Channel Shopping Journeys TCS Customer Intelligence & Insights for Retail

BACKGROUND Traditionally, retailers have focused their sales strategies around influencing customer behavior at single 'moments of truth', treating each point of interaction as an independent opportunity. This approach misses how each interaction fits into the holistic shopping journey, what we refer to as theconnected customer experience.

Customers today expect seamless experiencesacross all physical and digital touch-points. They areshifting their priorities from products to experiences. They shop at stores that deliver fitness experiencesrather than ones that just sell athletic products.They are looking for 'adventure', not camping gear.

There are now more points of interaction and

Success depends on a retailer's ability to deliver a personalized shopping journey that caters to the connected consumer and provides a more valuable experience that extends beyond a single product (or a single vendor).

The truth is that if today’s connected customers don’t quickly find what they want, have a bad experience or find better, more connected experiences elsewhere, they will abandon a vendor and shop elsewhere. It is imperative to understand your customer’s goals, know where they are on their shopping journeys and personalize their experience. We provide retailerswith the Connected Consumer Intelligence™ needed to deliver connected customer experiences.

dss.tcs.com

and 'moments of truth' across multiple channels.

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

2 | P a g e

Retailers must understand more about their customers, engage them at the right time and in the right context, deliver more personalized offers and align with partner ecosystems to provide more holistic experiences that deliver more value. Recent advancements in data analytics, machine learning and artificial intelligence are creating new possibilities for retailers to engage with their customers at criticalpoints along their shopping journeys to deliver superior holistic experiences.

However, most organizations are struggling to break down their data silos and operationalize the technologies,

processes and tools tneeded to deliver the necessary insights. With so many new sources of data (from IoT,

mobile devices, stores, kiosks, apps, etc.), retailers are increasingly challenged to build a complete and current

picture of today's digitally savvy, multi-channel consumers, determine the next best actions and deliver truly

relevant, personalized connected experiences.

Product Overview Tata Consultancy Services' (TCS') Customer Intelligence & Insights (CI&I) for Retail is advanced customer analytics software with out-of-the-box use cases for customer engagement. It helps business users gain insights to deliver superior shopping experiences across their customers' physical-digital journeys—quickly and cost-effectively. CI&I for Retail automatically builds highly differentiated customer personas, enables more targeted campaigns and lets retailers track and influence the customer journey –which translate to more share of wallet, stronger loyalty, positive word of mouth and higher ROMI.

CI&I for Retail is designed for the business user. It collects and analyzes large volumes of customer data from every touchpoint with your brand, creating the insights needed to understand who your customers are as people and what they are doing today. Predictive analytics automatically calculates what customers are likely to do next and how likely they are to do it. And our prescriptive analytics recommends the next best action for the retailer to take.

Additional analytics surface the relationships between products, identifying common consumption patterns. This rich insight can be used to craft better journeys that deliver exceptional experiences. Users can get started just with POS data, and automatically build rich customer personas – to model highly personalized and timely engagements. Segment key customer groups, discover customer journeys, and build new journeys with personalized 'next best actions' thatkeep customers on the right trajectory.

CI&I for Retail helps CIOs and IT deliver data and analytics. It is built around a modular architecture and runs on the TCS CI&I Retail Platform – a big data analytics platform designed to deliver Connected Consumer Intelligence™. The CI&I Retail Platform

enables users to build and leverage their own analytic models to develop and operationalize additional use cases. With advanced analytics, a rules engine and retail data models, all built with open source components and a broad set of APIs for easy integration to other production systems and apps-- CMS, CRM and marketing automation tools--you can deliver data and analytics quickly, easily and cost effectively.

Key Features and Capabilities

CI&I for Retail includes extensive features to help you

perform advanced analytics across all of your key data

sources to develop intelligence about market

opportunities, and engage customers with

personalized journeys to deliver superior experiences.

• Digital Shopper Persona Discovery: Leverages customers’

multi-channel and multi-device interactions, based on

demographic, psychographic and transactional customer

data

• Journey Discovery: Discover popular and profitable customer

journeys, and key drop off points.

• Journey Canvas: Model optimal customer journeys that offer

superior customer experience.

• Next Best Actions/Offers: sequential pattern matching andintegrated shopping basket analysis surfaces next best

actions. Users can create rule-based offers according to

persona shopper journeys.

• Scalable All-data Environment: Simplified Hadoop data lake

integrates all relevant data, including emerging IoT sources.

• Low-code platform plus built-in use case approach: Flexible,

open source components and packaged use cases enables

fast, cost-effective deployments with maximum ROI.

• ARTS compliant retail data model: Capture all customer

transactional data

• APIs: Common APIs, platform services and data models make

partner integration easy and fast with a lower cost of

deployment.

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

3 | P a g e

Business Use Cases Personalize the omni-channel journey and deliver superior customer

experiences. CI&I for Retail uses advanced analytics, machine learning, and

decision rules to uncover differentiated buyer personas, and expose their

shopping journeys. The software enables retailers to focus marketing efforts

more effectively and personalize the journey experience according persona

characteristics, visibility into behaviors and actions across channels, and

retail-specific analytic insights. Retailers can now guide their customers

through a personalized journey using data-driven offers and

recommendations for delivery at the right moment, in the right channel, and

to the right person. They can improve targeting, shopper engagement,

enable location based recommendations, leverage store IoT and mobile for

improved conversions.

• Improve market targeting with customer analytics: CI&I for

Retail can perform manual or automatic principal component

analysis across more than 150 customer attributes and create

rich customer personas with deep visibility and insights about

sentiments, propensities, and product affinities. Create ad-hoccustomer 360 reports for analyizing data about customerinteractions, KPIs, personas and segments to gain a deeper

understanding of your shoppers and generate persona-based

segmentation lists for more targeted marketing. Retailers can

get started just with POSata.

Figure 1: Create digital personas for more targeted outreach

Business Benefits

Helps retailers engage with

customers across all physical and

digital channels—seamlessly. CI&I

for Retail provides the insights

needed to redefine the shopping

experience, lower costs and

increase the effectiveness of

marketing initiatives with

improved targeting. Differentiated customer experiences

with rich persona-based marketing

Deeper understanding of customers

across their physical-digital journeys

Reduced customer churn with

identification of points of shopper loss

Increased cross-sell upsell, and

shopping cart size with understanding

of what, where, and when to offer

customers along their shopping

journeys

Improved customer retention and

acquisition across connected

customer journeys

Discovered ‘paths to purchase’ based

on customer interactions for true

journey-based engagement

Short time to value with pre-built

analytics, open-source architecture,

IoT-ready integration, and industry-

specific dashboards, on an extensible

data analytics platform

Designed for the business user

Figure 1: Create digital personas for more targeted outreach

Figure 1: Create digital personas for more targeted outreach

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

4 | P a g e

• Identify when, how, and where to influence the customer journey: CI&I for Retail can discover and track

customer journeys across, apps, websites, mobile devices, physical stores, and more. Users can identify

high and low-performing journeys, across the customer personas. This reveals the optimal points of

intervention so you understand where and when to deliver personalized offers that will keep the shopper

on track.

Figure 3: Model shopper journeys for optimal engagement

Figure 2: Create Customer 360 Ad-hoc Reports

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

5 | P a g e

Figure 4: Discover and analyze successful and unsuccessful shopper journeys

• Deliver Contextual Next Best Actions/Offers for Superior Customer Experiences: Utilize the journey insights

and Journey Canvas to build and optimize new journeys and deliver personalized real-time next best actions

and offers to campaign management systems. Identify top product combinations purchased by customersbased on their previous transactions with integrated shopping basket analysis. Determine the right offer tosend at the right time for each customer such as emailing coupon, sending a text with a promo code orsuggesting a relevant cross-sell offer at check-out.

Figure 5: System-generated "next-best-actions" guide customer interaction tactics

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

6 | P a g e

CI&I for Retail Solution Architecture

Figure 6: Integrated shopping basket analysis details product affinity, popularity, occurrences, margin and price of basket combinations

TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

7 | P a g e

Awards & Recognition

To learn more Visit the Digital Software and Solutions unit site on dss.tcs.com

or Email: tcs.dssg@tcs.com

About Tata Consultancy Services Ltd (TCS) Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global

business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT and IT-enabled

infrastructure, engineering TM and assurance services. This is delivered through its unique Global Network Delivery Model,

recognized as the benchmark of excellence in software development. A part of the Tata Group, India’s largest industrial

conglomerate, TCS has a global footprint and is listed on the National Stock Exchange and Bombay Stock Exchange in India.

Extensive industry experience

8 of top 10 US retailers partner with TCS

Rich experience in digital transformation across retail, customer service, analytics, loyalty and engagement

Deep credentials in other industries increasingly intersecting with retail, including banking and telecom

TCS' renowned experience certainty commitment

95%+ return engagement rate

Ranked #1 in customer satisfaction in overall IT services, applications services and infrastructure services in Europe

(Whitelane Research)

Among the top 4 IT vendors in the world

Investments in Innovation, with 19 labs worldwide and a network of partners, institutions and venture capitalists via TCS

Co-Innovation Network (COIN)™

Ranked among Forbes top 100 Most Innovative Companies

IT Services

Business Solutions Consulting

All content / information present here is the exclusive property of Tata Consultancy Services Limited (TCS). The content / information contained

here is correct at the time of publishing. No material from here may be copied, modified, reproduced, republished, uploaded, transmitted, posted

or distributed in any form without prior written permission from TCS. Unauthorized use of the content / information appearing here may violate

copyright, trademark and other applicable laws, and could result in criminal or civil penalties.

Copyright © 2019 Tata Consultancy Services Limited