Case Study: Transforming Retail Checkout Experience with TCS OmniStore™ for Croma (TCS)

 

Introduction and Relevance 

 The need for a seamless, efficient, and omnichannel shopping experience has never been greater in the rapidly evolving retail landscape. Customers today demand faster checkouts, more flexible payment options, and a consistent shopping experience across online and offline channels. Tata Consultancy Services (TCS), a global leader in IT services and business solutions, has pioneered a significant transformation in India's retail sector by enabling 100% in-store mobile checkout for all Croma stores using its TCS OmniStore™ platform. This case study explores the challenges faced by Croma, the strategic partnership with TCS, and the resulting impact on customer experience and business outcomes

. Problem in Question

 Croma, a leading Indian electronics retailer with over 500 stores across 160 cities, recognized the growing need to offer its customers an exceptional and unified shopping experience. Traditional checkout processes became a bottleneck, causing long waiting times and customer dissatisfaction. Additionally, the presence of specialized onsite hardware for billing limited flexibility and increased operational costs. Croma aimed to modernize its checkout experience to meet the changing expectations of tech-savvy customers who preferred a seamless transition from online to in-store shopping. 

 Solutions to Solve the Problem 

 To address these challenges, Croma expanded its partnership with TCS in 2019 to undertake a comprehensive business model and technology transformation. TCS leveraged its award-winning TCS OmniStore™ platform, an AI-powered unified composable commerce solution, to enable mobile checkouts anywhere within the store. This platform provided a range of capabilities, such as click-and-collect, scan and go, universal cart, and self-checkout, along with dynamic promotion management. The transformation not only streamlined the checkout process but also optimized store space by reducing the need for specialized billing counters. 

 The microservices-based architecture of TCS OmniStore™ ensured scalability and flexibility, enabling Croma to continuously innovate and adapt to changing market dynamics. The cloud-based model facilitated faster billing setup and allowed the retailer to expand its footprint quickly. Furthermore, TCS OmniStore™ enabled Croma to offer more than 80 payment options, including wallets, cards, Unified Payments Interface (UPI), and loans, providing unmatched payment flexibility to customers.

 Key Stakeholders Involved 

 The key stakeholders involved in this transformative project included TCS, Croma, and the customers who shopped at Croma stores. TCS, as a technology partner, brought its deep industry expertise and innovative platforms like TCS OmniStore™ to the table. Croma, on its part, demonstrated its commitment to enhancing customer experience by investing in this transformation. The customers, who are at the heart of this initiative, benefitted from faster checkouts, personalized shopping experiences, and a variety of payment options that significantly enhanced their overall satisfaction.

 Key Results and Outcomes 

 The implementation of TCS OmniStore™ across all Croma stores led to several significant outcomes: 

 Reduced Checkout Time: With the mobile checkout solution, customers experienced faster and more efficient in-store checkouts, minimizing waiting times and enhancing overall satisfaction.

 Increased Sales and Footfall: The seamless omnichannel experience contributed to an increase in both sales and store footfall, as customers found shopping at Croma more convenient and appealing.

 Optimized Store Space: The new checkout model eliminated the need for traditional billing counters, optimizing 83% of the bill desk space and freeing up more room for selling products. 

 Rapid Deployment and Minimal Training: The intuitive user experience of TCS OmniStore™ enabled over 500 stores to go live within two weeks, with minimal training required for store associates. This swift adoption was crucial for Croma's rapid expansion plans. 

 

Enhanced Payment Flexibility: By offering more than 80 payment options, Croma met the diverse payment preferences of its customers, further improving the shopping experience. 

 Conclusion The strategic partnership between TCS and Croma demonstrates the power of leveraging technology to enhance customer experience and drive business growth. By implementing TCS OmniStore™, Croma has positioned itself ahead of the curve in the highly competitive retail industry, offering a modern, efficient, and omnichannel shopping journey. This transformation not only underscores the importance of continuous innovation in retail but also highlights the value of strategic partnerships in achieving long-term success. As the retail industry continues to evolve, Croma and TCS are set to push the boundaries further by unlocking the power of technology and innovation.

• What were the primary challenges faced by Croma that led to their partnership with TCS for a technological transformation?

  • Consider the aspects related to customer expectations, checkout processes, and operational limitations that prompted Croma to seek a solution.

• How did TCS OmniStore™ contribute to enhancing the omnichannel shopping experience for Croma customers?

  • Discuss the specific features and capabilities of TCS OmniStore™ that enabled a seamless and efficient shopping experience both online and in-store.

• What were the key outcomes of implementing the TCS OmniStore™ platform across all Croma stores?

  • Identify the results achieved by Croma, including improvements in checkout times, increased sales, optimized store space, and enhanced payment flexibility.

• How did the microservices-based architecture of TCS OmniStore™ benefit Croma in terms of scalability and flexibility?

  • Analyze how this architectural approach supported continuous innovation, rapid deployment, and the ability to adapt to changing market dynamics