Tata Digital integrates employee platform into Neu app

MUMBAI: Tata Digital has integrated its internal employee platform Tata Shop Share Smile (TSSS) within the Tata Neu app as it looks to shore up transaction volumes and get more customers to shop on the super app, sources told TOI. Until now, TSSS was structured as a separate website which allowed all Tata Group employees and their families to get access to better deals from the firm’s brands.“Tata Neu is now a one-stop shop for employees of the Tata Group, offering convenient access to a multitude of benefits and rewards across the entire Tata ecosystem, from discounts on cars to hotel stays, shopping for fashion and electronics to groceries and more,” sources said.
While the integration of TSSS within the Neu app will augment the shopping experience for the users, it will also allow Tata Digital to tap into the Group’s massive employee base more effectively. The Tata Group currently employs more than 7 lakh people. “This strategy seems to have been put in place to gain more volumes and also get feedback from customers. Besides, the move will not entail any significant customer acquisition cost. The problem with Tata Neu currently is that it has no high-frequency use case. We already have big brands across use cases,” said an analyst tracking the digital commerce space.
The TSSS website directed employees to other web pages and offered no direct checkout, making the process a bit cumbersome and may have created scope for lower usage, sources said. Tata Neu currently offers about 15-20 Tata brands. As of FY24, the TSSS website saw over 3 million transactions across 30 Tata brands, sources said. With the app integration, the expectation is that transactions will go up.
Tata Neu was launched in April 2022. It claims to have over 120 million NeuPass members and has been adding more Tata Consumer brands to the platform, with Vistara being the latest addition on the app. Earlier this year, Tata Digital went through a leadership change with former CEO and MD of Tata AIA Life Insurance Naveen Tahilyani replacing Pratik Pal as the CEO and MD of the company.