Should Tata CLiQ show a NeuCoin-inclusive effective price on product pages or keep showing only the list price?

Introduction

Tata CLiQ is Tata Digital's fashion and lifestyle marketplace, with Tata CLiQ Luxury for premium brands and Tata CLiQ Palette for beauty. It is a small business inside the group (Tata Sons' FY26 annual report shows CLiQ turnover of about ₹354 crore with a net loss of about ₹253 crore), and it competes with Myntra, Ajio and Nykaa Fashion, which all run heavy discounting. A common idea is to show an "effective price" on CLiQ product pages: the price after expected NeuCoins earned, bank offers and coupons, instead of only the list price and discount. The trade-off: effective prices may lift conversion, but they risk confusing users, hurting trust and brand relationships, and inflating returns if users feel misled at checkout.

Step 1

Clarifying Questions (3 minutes)

• Context: What would "effective price" include: NeuCoins earned, bank offers (for example, the Tata Neu HDFC Bank card), coupons, or all of them?

• Hypothetical answer: NeuCoins earned plus the best auto-applicable coupon; bank offers shown separately.

• Business Context: What is the goal: conversion, average order value, or NeuCoin engagement?

• Hypothetical answer: Conversion rate from product page to order, without hurting returns.

• User Impact: What share of CLiQ users are Tata Neu members who understand NeuCoins?

• Hypothetical answer: About 55% of logged-in users have a NeuCoin balance.

• Technical: Can we compute personalised effective prices in real time?

• Hypothetical answer: Yes for NeuCoins and coupons; bank offers depend on the payment method chosen at checkout.

• Resource: Are there brand-partner constraints on how prices are displayed?

• Hypothetical answer: Luxury brands on CLiQ Luxury require the MRP and selling price to be prominent; no "price after rewards" banners.