Tira harnesses AI for in-store engagement

Reliance Industries Limited’s beauty retail business Tira is harnessing artificial intelligence to boost in-store engagement and sales. The business plans to continue to launch new tech features to stay ahead of its competition.

Tira’s new tech features for its brick-and-mortar outlets include an AI driven ‘fragrance finder’ which auto suggests suitable fragrances for shoppers based on their selected likes, ETRetail reported. Tira has also rolled out a ‘skin analyser’ tool which recommends products for shoppers based on the skin concerns its AI tool detects from a photo of their skin.
 
“What we’ve done so far is bring in these great tech aspects,” Tira’s head of marketing Tejas Kapadia told Bloomberg in an interview. “Obviously some other players are also now picking up on them. So we need to continue pushing the boundary.”
 
Tira plans to continue to innovate new technology to ameliorate the shopping experience, according to Kapadia. For the December financial quarter, the business reported a strong performance in terms of both average bill value and sales productivity, without releasing any concrete numbers.
 
Along with its e-commerce store, Tira retails from brick-and-mortar stores in Indian cities including New Delhi, Mumbai, Bengaluru, and Pune, according to its Facebook page. The brand retails Indian and international beauty brands including Laneige, Bobbi Brown, Clinique, Estée Lauder, Olaplex, Plum, Benefit Cosmetics, Too Faced, Just Herbs, Huda Beauty, and Maybelline among others, according to its e-commerce store.