37.82% of Orders from Loyalty Members with +14.52% AOV Uplift
Tata Nutrikorner elevated customer engagement and order value through Nector’s integrated loyalty ecosystem, transforming one-time shoppers into repeat buyers. By rewarding meaningful actions and offering personalized incentives, the brand has built a thriving community of loyal customers who spend more and engage more deeply with every visit.
% of orders from loyalty
Repeat Purchase Rate
AOV Uplift
Tata Nutrikorner
37.82% of Orders from Loyalty Members with +14.52% AOV Uplift
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37.82 %
% of orders from loyalty
24.22 %
Repeat Purchase Rate
+14.52 %
AOV Uplift
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Food and Beverage
Highlight
Tata Nutrikorner enhanced customer engagement and retention through Nector’s loyalty and rewards platform, transforming one-time shoppers into repeat customers. By rewarding actions beyond purchase, like exploring new categories and engaging with nutrition content, the brand built a thriving community of health-conscious consumers. The initiative drove higher repeat purchase rates, increased average order value, and strengthened Tata Nutrikorner’s position as a trusted destination for nutritious living.
About
Tata Nutrikorner is the direct-to-consumer e-commerce portal of Tata Consumer Products, housing a curated portfolio of trusted Tata and partner brands across categories such as rice & dal, oils & ghee, dry fruits & seeds, breakfast essentials, sauces & spreads, and more. By offering a wide spectrum of wholesome and branded foods from Tata’s ecosystem, Tata Nutrikorner positions itself as a go-to destination for health-conscious Indian households seeking both convenience and assurance.
The Challenge
Despite Tata Nutrikorner’s strong brand equity and comprehensive product portfolio, the business faced several key challenges:
- Their main growth driver was new customer acquisition, rather than converting one-time purchasers into loyal repeat buyers.
- There was a limited mechanism to reward or recognise customers beyond the transactional purchase event, so the engagement beyond checkout was weak.
- They needed a scalable system to automate customer engagement, build a loyalty ecosystem, encourage repeat purchases, cross-category adoption, and increase basket size — all without purely relying on discount-based incentives.
The Solution
- Nector’s Loyalty & Rewards Program helped shift focus from acquisition to retention by rewarding repeat purchases and meaningful engagement.
- Personalized Customer Journeys were enabled, where users earn points for purchases, referrals, and content interactions — keeping them active beyond checkout.
- Automated Customer Engagement with Nector’s seamless integration, enabling real-time reward tracking, redemption, and communication without manual effort.
Success Metrics
- 37.82% of Orders from Loyalty Members
Over a third of Tata Nutrikorner’s total orders came directly from loyalty program members. This demonstrates how Nector effectively built a community of returning, high-intent shoppers who actively engage with the brand.
- 24.22% Repeat Purchase Rate
Nearly one in four orders were placed by returning customers, showing a strong retention rate and the success of Nector’s loyalty ecosystem in driving consistent re-engagement.
- +14.52% AOV Uplift
Loyalty members spent 14.52% more per order than non-loyalty customers, proving that meaningful rewards and engagement incentives encourage higher basket sizes without the need for deep discounts.
*Timeline:
(February 2025 - November 2025)
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