Introduction
Croma is Tata's electronics retail chain and, by revenue, the largest business inside Tata Digital: Tata Sons' FY26 annual report shows Croma turnover of about ₹21,500 crore, out of roughly ₹36,000 crore for the whole digital group. Most Croma revenue still happens in more than 500 physical stores, yet most electronics purchases start online with research. The improvement opportunity sits in the seam between the two: a customer researches a TV on the Croma app or Tata Neu, compares with Amazon and Flipkart, and then either walks into a store or buys elsewhere.
I'll clarify the scope, segment users, walk the omnichannel journey, generate solutions, prioritise them with RICE, and define how we would measure success.
Step 1
Clarifying Questions (5 mins)
- Assumption: Store pickup exists for some SKUs, but stock visibility is limited and often inaccurate.
- Impact: Inventory accuracy may be a dependency for any solution.
- Assumption: Around 55% of store buyers browsed online first, but we lose a large share between browse and visit.
- Impact: The leak is between intent and visit, not discovery.
- Assumption: Significantly during sale seasons, especially for phones and laptops.
- Impact: Solutions should lean on Croma's store strengths (demo, installation, exchange, financing) rather than price alone.
- Assumption: Total revenue from customers who start online, regardless of where they buy.
- Impact: We will not optimise one channel at the expense of the other.
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