Zomato’s instant delivery service, Blinkit, has made it possible for brands to advertise their goods by setting up personalised stores on the app.
Sellers that use “Brand Stores” can highlight products and build their own designs while tracking the performance of products in real time.
“One of the most consistent requests we received from brands, large and emerging — but especially emerging — was the ability to better connect with customers. These new-age brands don’t yet have the prowess to tell their story to customers using mass media. At the same time, all brands want to really target their products and services in a way, which stays true to their brand identity and beliefs,” said Blinkit in a company blog post.
Brands on the Blinkit platform can develop content and sections based on the relevancy or preferences of their customers using “Stores.” Additionally, they might display goods that exhibit their personal flair. The business has partnerships with more than 500 brands throughout 500 cities.
Once set up, brands can also check real-time data to see how their pages are performing and what is and is not working. This gives brands near real-time visibility into their performance, both on the app and across different locations, along with insights about sell-throughs and supply chain tools, according to the post.
In the third quarter of FY23, Blinkit recorded an increase in its GOV (gross order value), which rose to Rs 1,749 crore from Rs 1,482 crore in the prior quarter. The decrease in average order value in Q3 was attributed by management to customers “preferring to buy smaller packs instead of larger ones.”
“GOV grew 18 per cent QoQ, driven by 21 per cent growth in order volume, compensating for the reduction in average order value. Growth in revenue per order led to higher revenue growth of 28 per cent QoQ,” said Albinder Dhindsa, chief executive officer of Blinkit, in a regulatory filing.
“Quick commerce will help brands do more targeted marketing and get better ROI on their investments. We expect advertisement revenue to be a significant driver for the increase in revenue per order going forward.”
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