Background
Tata.ev is focused on promoting electric mobility in India with a diverse range of electric vehicles, including models like Nexon.ev, Tiago.ev, and Tigor.ev. The brand is committed to sustainability and innovation, providing efficient, eco-friendly transportation solutions. Along with these vehicles, Tata.ev offers various accessories to personalize the cars, such as premium seat covers, floor mats, body kits, charging solutions, and infotainment upgrades, catering to both functional and aesthetic needs.
The Challenge
Tata Motors faced challenges in identifying which customers were most likely to purchase specific accessories, despite offering a broad range of products. The company struggled to gain deeper insights into customer needs beyond basic RFM (Recency, Frequency, Monetary) data. Additionally, creating personalized WhatsApp messages that resonated with customers' preferences was difficult, hindering their ability to drive conversions and boost engagement effectively.
Xpert's Solution
Xpert enriched Tata EV's customer data leveraging its network intelligence built over purchase data from 500+ brands, providing Tata Motors with valuable insights into their EV buyers. The solution identified customer cohorts based on demographic details, buying goals, and lifestyle preferences. For example, appearance-conscious buyers were identified as the ideal audience for aesthetic accessories such as alloy wheels, while comfort-focused buyers were more likely to purchase products like seat massagers and air purifiers. Lifestyle-driven buyers were identified as the target for premium add-ons, such as bicycle carriers and heated blankets. These insights also allowed Tata Motors to send personalized messages that resonated with each customer segment’s needs and preferences.
Results
With Xpert’s Customer Data Enrichment solution, Tata Motors successfully segmented their EV buyers into distinct cohorts. This enabled them to deliver highly relevant WhatsApp messages tailored to each accessory category, aligning their marketing efforts with customer needs and preferences. As a result, Tata Motors enhanced customer engagement, identified seamless upsell and cross-sell opportunities, and transformed their accessories’ upselling strategy, leading to more meaningful interactions and improved sales opportunities.
