Tata Steel boosts sales with an ecommerce platform

About the client

Tata Steel group is one of the largest steel producers in the world.

Tata Steel group is one of the top global steel companies and most geographically diversified steel producers in the world. It has an annual crude steel capacity of 34 million tonnes per annum and operates in 26 countries, with commercial offices in more than 35 countries.

Tata Steel is one of the largest steel producers in Europe. Tata Steel in the UK aims to produce net-zero steel by 2050 at the latest. Tata Steel Europe (TSE) supplies high-quality steel products to many demanding markets worldwide, including construction, automotive, packaging and engineering, with an understanding that customer needs are different in each market.

Challenge

TSE aspired for an improved ecommerce platform for Arising material.

TSE, a long-standing client of Tata Consultancy Services (TCS), wanted to improve inventory-to-cash conversion and optimize the pricing for Arising material. For the uninitiated, Arising material is essentially non-prime produce.

A wider market for Arising would help TSE convert the stock into cash, improve working capital, and gain better value. And so, TSE sought to improve their e-commerce platform to connect with their diverse clientele and enhance the dynamic pricing.

Solution

TCS and TSE built an ecommerce store, leveraging contextual knowledge and best practices.

TCS developed and deployed an ecommerce platform, leveraging SAP Commerce Cloud, thus enabling TSE to increase the availability, sale, and value of Arising material. TCS and TSE leveraged their industry-specific and contextual knowledge, and implemented the dynamic pricing model, that is based on the Dutch flower auction framework. In developing this solution, TCS applied its Location Independent Agile™ approach.

The framework helped TSE sell the Arising material on its e-commerce platform, on a first come-first-serve basis, at the best possible price; customers were eager to buy the product at the given price with assured availability, otherwise they risked having the product bought by other customers. The solution was able to make optimum use of Arisings and serve its customer base in the best way.

Benefit

TSE enabled dynamic pricing to improve inventory-to-cash conversion with value retention.

The solution helped TSE increase the value of Arisings, resulting in increased sales and greater customer satisfaction. TSE managed to unlock a substantial incremental EBITDA improvement.