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Digital Software & Solutions Group Data Sheet

TCS Customer Intelligence & Insights for Retail 1.6

Improve the Customer Experience Across all Touch-points Create Hyper-personalized Connected Customer Experiences

Overview Customer Intelligence & Insights for Retail (CI&I for Retail) is an

analytics software solution created specifically for multi-channel

retailers. It enables retailers to elevate the end-to-end connected

customer experience across all digital, physical and combined channels.

Today, we create and curate our own retail experiences by

connecting products and services across channels and vendors.

When customers engage with retailers, they aren't thinking about a product in a vacuum, they're looking for better experiences, both in terms of their interactions during the shopping journey, as well as the products and services they buy. Progressive retailers understand that the experience is becoming more significant than underlying products. CI&I for Retail helps retailers meet these new expectations with a software and analytics solution that delivers pre-built customer analytics use cases for rich behavioral customer personas, customer journey analytics and highly relevant real-time recommendations for next best actions, offers and product recommendations.

CI&I for Retail uses data analytics, artificial intelligence (AI) and machine learning to understand current and future customer behavior. It incorporates an open, extensible enterprise insights platform that enables users to develop additional use cases.

Personalize the omni-channel journey using advanced analytics

CI&I for Retail uses advanced analytics,

machine learning and decision rules to

uncover shopper personas and their

journeys.

Beyond this unique understanding, the

software enables retailers to personalize

the shopping journeys based on persona

characteristics and real-time next-best offer/action product recommendations.

Retailers can guide their customers

through a personalized journey using

data-driven offers and recommendations

delivered at the right moment, in the

right channel and to the right customer.

Open, extensible data analytics platform

CI&I for Retail is built on an innovative

open source based architecture that

enables fast deployment at lower cost

and can scale to accommodate all data

sources that are relevant to your

customers and their journeys.

With a simplified data lake approach which reduces replication, the solution leverages existing IT investments, avoids

vendor lock-in and promotes integration

with existing IT infrastructure via standard

APIs, platform services and data models. The platform not only includes pre-built use cases, it enables users to build and leverage their own analytics models to develop and operationalize additional use cases, serving as a one-stop shop for all their data analytics initiatives.

Integrated retail use-cases that accelerate time to value

CI&I for Retail is built using retail industry

standard data models and formats. It is

pre-configured to securely leverage data

unique to retailers, such as POS data

sources along with emerging data sources

such as social media, digital footprints and

more.

It protects sensitive data with encryption,

masking and usage tracking and includes

the necessary security protocols. It can be

configured to support any number of

privacy standards based on customer

need.

Solution SummaryBenefits

• Hyper-personalized, omni-channelcustomer journeys with an extensibleenterprise insights platform

• Real-time, next-best offerrecommendations

Key Features

• Digital shopper persona discovery

• Journey discovery and journey canvas

• Real-time product recommendations• Customer 360 view• Next-best actions/offers using a

combination of sequential pattern

matching and business rules

• Platform plus built-in use case approach

• Industry Standard compliant retail data

model• APIs that support integration with existing

CRMs, PoS, marketing automation systemsand more



Solution Architecture

The base platform provides the foundational elements for data induction and interoperability with the overall IT environment. It includes:

• Simplified data lake• Automated data induction via XML/CSV

• Facilities to automate ETL (extract/transform/load)

jobs for batch induction

• APIs for Data and Meta Data Services

CI&I for Retail Platform: Data Management Core platform component that includes a retail-specific data model, a decision engine and connectors. This layer ensures that data is prepared for analysis and supports the applications modules. Key features are:

• Connectors for various formats like SFTP, JMS, MQTT and HTTP for exchange of data between the Information Exchange Gateway and external systems in offline and online modes

• A Retail Data Model provides scalable domain specific information, domain specific metadata classification and is customized for customer intelligence and insight use cases.

• Data Source Catalog enables users to leverage built-in industry-standard connectors to move data from different data sources and support batch and real time data feeds.

CI&I for Retail Platform: Insights & Actions The decision engine is the heart of the software solution

and infers intelligence from the vast amounts of data and

information. The engine analyzes the real-time information from the retailer’s infrastructure and derives insights about

events through descriptive and predictive analytics.

• Comprised of a rules engine and an analytic engine

• Build rules based on configured thresholds and integrate

into enterprise workflows

• Provides a run-time environment for executing PMML

(Predictive Model Mark-Up Language) on data used

within the solution

• Built-in interactive dashboards• Can augment or be augmented by 3rd party reporting

solutions such as Tableau (or any J2EE compliantvisualization software solution)

• Delivers multiple pre-configured reports for measuringKPI achievement, understanding customer behavior andmore.

CI&I for Retail Platform: Data Management (continued)

• Real-time Data Pipeline Canvas ingests and stores datawith a simplified drag and drop UI. The Hadoop-basedarchitecture collects, transforms, and processes datafrom multiple sources. The real-time data pipeline canvascan also be used to design analytic pipelines withpredictive analytic model scoring using standard PMMLmodels.

• Data Set Catalog lets users use SQL syntax to define thedataset, test, catalog, and expose the dataset as REST API.

* Deep Learning Engine is an optional add-on

CI&I for Retail Platform: Studios



Application Modules -- Customer Analytics The insight application modules includes UIs and analytic capabilities that are used to support the out-of-the box use cases. Key features are:

• Customer Digital Persona: Create advanced digital

personas based on demographic, psychographic,

social feeds and transactional data. Automated PCA

(Principal Component Analysis) model identifies best

factors to use and a UI allows users to refine or over-

ride that selection.

• Customer Journey Discovery: CI&I for Retail uses

proprietary algorithms to discover the most popular

journeys undertaken by shoppers in relation to a

specific product.

• Customer Journey Modeling: Retailers can model

customer interactions across various customer

journey stages using an intuitive Customer Journey

Canvas. These interactions form a Customer Journey

Path.

• Customer 360 Reports: Comprehensive views anddashboards of single customers of the entire base,with web and table-based access to help drive face-to-face in-store experiences.

• Customer Basket Analysis: Algorithm based analysisof past shopper purchases to identify prospectivecross-sell and up-sell opportunities and recommendmissing products from a shopper’s purchase basket.

Application Modules – Contextual RecommendationsRule-based and system-generated next-best-offers and actions in real-time recommend specific engagement tactics based on analysis of discovered customer journeys and outcomes. Key supporting features:

• Support for linking offers from external systems tointeractions within the customer journey stages.

• Association of Next Best Actions and Real-time ProductRecommendations: CI&I for Retail uses proprietaryalgorithms to suggest the next best actions to beprovided at each interaction in the customer journeymodel.

• Align Next Best Action Recommendations to Journey:Associate recommended actions to points along thejourney using the Journey Canvas UI.

System requirements (Standard Configuration):

Server Role Number

of Servers CPU Core/ Server RAM(GB)/ Server HDD (GB)/ Server

Web Server 1 2 4 100

Visualization Server, BJM, Co-ordinator, Flexmonster

1 4 16 500

Database Server 1 8 32 2000

IEG 1 4 16 500

DataService, Metadata, Solr, RTP 1 4 16 500

Analytics/Rule Engine, Drill 1 4 16 500

Auth Server (LDAP,CAS,URM )/MQ 1 4 16 200

Hadoop-Name node, Secondary Name Node, DIP, Kafka

2 8 32 1000

Hadoop-Data node 6 8 32 2000

Hadoop Storage node 1 2 4 1000

Deployment and Implementation

CI&I for Retail includes out-of-the box use cases that can be deployed into production and begin delivering value to the business as soon as the installation is complete.

The solution is built to fit into a modern IT environment and can be deployed on-premises, as a private cloud, or via public cloud using stand-alone or virtualized servers.

The System Requirements below are the minimum requirements. Actual requirements for a production system would be developed collaboratively with TCS to reflect the unique needs of the implementation. The information in this document is provided for initial guidance and should not be interpreted as a recommendation.

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Technology Requirements Software

Software Requirement

Operating System RHEL 6.9

Web Server Nginx or Apache Webserver

Big Data Component Apache Hadoop 2.7.2, Hbase 0.98.1, Hive 1.2.1, Spark2.0.0

JRE jre1.8.0_101

Hardware

Servers Hadoop Cluster:

Name Nodes – 8core, 32GB RAM, 500 GB HDD per node

Data Nodes – 8core, 32GB RAM, 1TB HDD per node

Application Servers:

Configuration – 4 core,16GB RAM,200GB HDD

Database Server:

Configuration – 4 core, 16 GB RAM, 500GB HDD

Network Infrastructure Load Balancer/Web Server – 4 core, 16 GB RAM, 200 GB HDD

Communication Infrastructure

Internal communication (suggested 10Gigabit Ethernet) and external communication happens through Proxy servers.

Other Hardware DMZ servers for communicating with external systems



PoC Package Business Value Theme PoC/Pilot Use Cases

Shopper Targeting (unknown shoppers)

Improve shopper targeting when customers are unknown

Persona-discovery: Improve targeting by discovering shopper personas based on purchase behavior alone

Shopper Targeting (known shoppers)

Fine tune shopper targeting based on individual preferences and shopping behavior

Customer Targeting: Create hyperlocal customer segments to improve customer targeting Cross Sell Recommendations: Improve cross sell with product purchase based recommendations Online Recommendations: Improve online conversions with real-time NBO recommendations

Shopper Experience Improve omni-channel shopper engagement and experience

Aisle Based Recommendations: Improve In-Store conversions with Aisle based recommendations New product launch: Leverage existing journeys to model new ones

Support Documentation TCS makes the following documents available that contains additional detail on installation, configuration

and usage.

Document Name Description

Solution Specifications and Features Guide Detailed description of solution features and capabilities

User Guide User manual defining usage and best practices

Release Notes What’s new in this release, known issues & limitations

Installation and Configuration Guide Detailed information on system requirements & installation

Administration Guide Detailed information for system administrators, such as user management

Integration and Architecture Guide Detailed information on enterprise fit and integration

Data Definition Document Specific content of the data model used within the software solution

IT ServicesBusiness SolutionsConsultingAll content / information present here is the exclusive property of Tata Consultancy Services Limited (TCS). The content / information contained here is correct at the time of publishing. No material from here may be copied, modified, reproduced, republished, uploaded, transmitted, posted or distributed in any form without prior written permission from TCS. Unauthorized use of the content / information appearing here may violate

Use Case Matrix CI&I for Retail provides out-of-the box use cases developed by retail experts. Use cases combine features into a scenario that can become a stand-alone technology implementation. The solution

software supports multiple use cases deployed simultaneously. The information in this document is a

representative selection of available use cases. A full list can be made available on demand. Use case

selection for Proof of Concept (POC) and production is done collaboratively prior to implementation.

(Please see Use Case Matrix on next page.)

About TCS Digital Software & Solutions GroupTCS Digital Software & Solutions Group delivers on the promise of Connected Consumer Intelligence. Our experience working with the world's most successful enterprises drives the development of integrated software that helps them meet the higher expectations of today's wired consumers and citizens. With TCS DS&S Group software, organizations can design experiences that logically connect every touch point of the consumer's digital and physical journey.

To learn more:

Visit : dss.tcs.comEmail: [email protected]: Catering to the Connected Consumer

About Tata Consultancy Services Ltd (TCS)Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT and IT- enabled infrastructure, engineering and assurance services. This is delivered through its unique Global Network Delivery ModelTM , recognized as the benchmark of excellence in software development. A part of the Tata Group, India’s largest industrial conglomerate, TCS has a global footprint and is listed on the National Stock Exchange and Bombay Stock Exchange in India.

For more information about TCS, visit us at www.tcs.com

All content / information present here is the exclusive property of Tata Consultancy Services Limited (TCS). The content / information contained here is correct at the time of publishing. No material from here may be copied, modified, reproduced, republished, uploaded, transmitted, posted or distributed in any form without prior written permission from TCS. Unauthorized use of the content / information appearing here may violate copyright, trademark and other applicable laws, and could result in criminal or civil penalties.

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