BIZ ~ COM
Tata Neu the recently launched super app by the Tata Group, is already witnessing four times the average user spend on its platform than other comparable applications, said Mukesh Bansal, president, Tata Digital. Speaking during a post-launch event at Mumbai, Bansal said the trend that it has received during the pilot run is encouraging.
The app has already been downloaded by more than 2.2 million consumers and their engagement with the available apps and services is higher than what Tata Digital has expected.
According to Bansal, higher transaction levels were recorded during its pilot run. “The average revenue per user (ARPU) pattern that we have seen during our pilot is three-four times than one see on comparable platforms. The reason for that is we have huge depth of category coverage. There is no other solution in India that has such coverage of products and services like the Tata Neu offers”, he said.
With the group’s omni-channel presence, the benefits availed through the app can be experienced in physical outlets as well. According to Bansal, the financial services like micro-financing and micro-insurance, that is being offered through the super app will further amplify its appeal to consumers.
The idea behind the app is simple: Whether you want to want to purchase groceries from BigBasket pick up a kurta from Westside, or you are looking to book tickets for your next vacation, you don’t have to switch apps. There’s also implicit trust since all sales are backed by the Tata Group and its various brands.
Tata Neu will also club all points, rewards from these sales into what’s called as ‘NeuCoins’. At present, each ‘NeuCoin’ is equal to Re 1, and these coins are valid for one year.
The app has five tabs at the bottom of the homepage. The main home tab, the Tata Pay tab, which takes you to the payment service, the NeuPass which shows your coins and also the badges for each brand. The app shows I have a privilege badge for Croma, a copper for IHCL (Indian Hotels Company Limited), and base for BigBasket, Westside and 1MG. For AirAsia India it shows Aviator while for TataCliQ, it shows CLiQPerQ.
And there’s a dedicated tab for Offers and another for Stories.
One thing to keep in mind is that when you tap on each category, it triggers the website-like experience for that brand in the app.