Tata Digital TDL is making changes to the super Tata Neu app following complaint about crashes, poor user experience & payment issues. The Neu Pass loyalty program has been directly integrated with brands payment so redemptions can be made without delay, executives said. Consumer had run into restriction and failures in redeeming points. Tata Payment will be relaunched in October after making sure there are no technical glitches in terms of consumer experience, they said.
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Tata Neu is also finalizing plans to offer online stock brokerage services similar to Zerodha through Tata Fintech, its financial services arm, to attract consumers and make it a more attractive proposition for user.
TDL is reconfiguring its technology and execution capabilities, led by a team comprised of Tata Consultancy Services TCS experts such as Krishnan Ramanujam, President and Head of Business and Technology Services, and Group Chief Digital Officer Arti Subramanian, to ensure that the consumer improves & is transparent. experience, a senior executive told ET. Ramanujam leads global consulting and service integration & digital transformations services at TCS.
Neu Pass holders earn Neu Coins after making in-app purchases. These can be redeemed for additional purchases. Tata Neu executives estimate the platform’s Neu Pass members at 22 million. Customers have been confused by the lack of consistency in payments, loyalty points and refunds made by the different brand.
Tata Neu is home to the major consumer names of the Tata conglomerate, such as BigBasket, 1mg and Croma, as well as its largest digital properties. The plan is to add Vistara, Air India, Titan, Tanishq and Tata Motors to Tata Neu soon. Tata Sons Chairman N Chandrasekaran has said that Tata Neu will incorporate brands outside the Tata Group in the future.
Tata Digital is now making both mid-term and long-term course corrections taking into account consumer feedback, said the senior executive quoted above. Tata Digital is structuring itself as a strong category-driven organization. Experts from e-commerce companies and startups have been hired in recent months. Tata Digital redesign as a strong category and marketing organization is underway to deliver an efficient platform and brand experience.
Tata Neu also offer financial services such as UPI, bill payments, loans & insurance.
Even in financial services, you’ll see Tata Neu offer a strong proposition to consumers, one executive said. We already have Tata Capital, Tata AIG, Tata AIA and we are going to be very creative and innovative in investments and insurance, including offering creative lending options, for example in the purchase of durable goods from Croma.
Tata Neu launched into a heterogeneous landscape in terms of multiple brands with different levels of complexity and technological maturity and a broad Indian ecosystem with different levels of technology and usage that do not offer a common consumer experience, an executive said.
Tata Digital is choosing the best of the startup culture backed by Tata’s values and ethics, an executive said. It’s also learning by doing and decision-making is getting faster and hierarchies are breaking down, he said.
Tata Digital launched Tata Neu during the Indian Premier League & sought to record gross sales of around $2-2.5 billion in the first year. The restructuring is being done to ensure preparation for the upcoming festive season, which is seen as a crucial time for e-retailers to generate a significant portion of their annual sales.