Titan Uses IBM Watson To Woo Customers

by CXOtoday News Desk    Mar 21, 2017


Watch maker Titan, is using IBM Watson Customer Engagement and cloud-based solutions to increase annual sales from its 11 million loyalty customer base, while attracting new consumers to its line of products. 

Bengaluru based Titan aims to achieve success while fending off new online competitors. For that it needs to re-energize its 1500 brick and mortar stores, build online presence. Titan is currently beginning to integrate IBM Watson Customer Engagement solutions to serve as the backbone of its online platform, enabling the company to tailor online campaigns that are unique to their customers–not just taking into account preferences and past purchases (what they spent previously, what deals sparked action), but also leveraging analytics to examine their real-time behavior (i.e. what items are being looked at most, what channels are customers buying through, why cart was abandoned, etc…), so campaigns can be tailored on the fly to help drive a purchase. 

“India is poised to become the largest digital marketplace in the world, which will introduce entirely new levels of competition between retailers looking to grow a loyal customer base,” said Harriet Green, general manager, IBM Watson Customer Engagement. “Through IBM Watson Customer Engagement offerings, IBM is not only providing Titan the capabilities needed to engage their customers, we are also putting them on the path to cognitive - where Titan can introduce additional Watson-powered solutions that help ensure their dominance for years to come.”

Through its work with IBM, Titan aims to energize its current customer base, who on average make 1.5 purchases a year, into regular buyers who buy three times as many items annually, whether through the browser, their mobile device or in a Titan store. It also aims to use IBM’s platforms to drive visitors to its brand websites as well as footfall into its 1500 retail stores and 10,000 multi-brand outlets located across India. In these store locations, sales associates will have mobile apps to provide them with details on each shopper (from past purchases to style preferences and more) so they can maintain highly-customized and personalized relationships. 

“The continued growth of e-commerce presents a tremendous opportunity for Titan to better meet the unique needs of our customers while tapping into vital new revenues for our business. IBM will play a significant role in ensuring our success,” said Kuruvilla Markose, Chief Digital Officer, Titan Company Limited.