Tata Docomo Shop

Intuitive ecommerce with a human touch

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The Brief

Telecom is a complex category for consumers to purchase. There are dozens of plans, many specific to specific telecom circles, across choices of GSM and CDMA and Prepaid and Postpaid. No wonder that none of the Indian telecom players have been able to successfully foray into scalable e-commerce.

When Tata Docomo decided to set up its e-commerce store it faced the daunting task of simplifying the purchase process and make it intuitive and easy for the consumer. It needed to replicate the assisted buying process that consumers were used to at a retailer in the online shop. This required a completely new user experience design and innovation that had not been seen in the Indian online shopping space.

The Idea

At the very onset the brand understood that its product categories like Plans, Data Cards and Handsets have very different decision making processes and customized the shopping user experience depending on the category. For example for plans it allowed users to load national plans by default but add regional plans by specifying his pincode. Or for data cards it implemented a 3 step shopping process whereby the user specified his pincode then chose devices available in his location and then plans applicable for the choice of his device and location.

To make life simple, Tata Docomo introduced online chat assistance to help the user along his purchase cycle. It implemented a powerful search engine SOLR which powers sites like Amazon to take care of suggested searches, misspelling and synonyms. The checkout process used a single page with MOTO integration of all leading payment gateways.

The Results

Combined with an attractive and intuitive UI, Tata Docomo shop has helped the brand further enhance its online business.

  • Daily online sales revenue crosses Rs. 50 lakhs
  • Unique visitors per day at over 300,000
  • Presently online revenue at 3% of total revenue

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