Brands increase sales via Pomona’s cashback platform
By Yunnie Marzuki August 6, 2018
- Utilise OCR, machine learning, and sales call-to-action tools
- Users will receive a minimum 20% of cashback on purchased products
POMONA, an advertising tech (adtech) startup in Indonesia focuses on sales conversion for the Fast Moving Consumer Goods (FMCG) industry, by providing a platform for users to scan their receipts after purchasing products.
First launched in 2016 as a platform that provides rewards from brands by letting users scan barcodes at merchants, Pomona pivoted its business towards helping FMCG companies increase offline sales and receive data about their consumers in late 2017.
The idea to dive into the FMCG industry crystallised when Pomona founders, chief executive officer Benz Budiman and chief technology officer Ariawan Suwendi saw high demand from FMCG industry players in Indonesia who wanted to know what consumers really needed. They had not been able to accurately discover whether their marketing activities led to transactions or sales.
“Pomona comes with a mission to contribute to the development and progress of the Indonesian FMCG industry and players through technology innovation. We aim to provide insights into sales conversions or the level of sales resulting from marketing activities,” said Benz.
Pomona utilises Optical Character Recognition (OCR), machine learning, and implements a Sales Call-to-Action tool on its omni-channel platform.
“We adopt an omni-channel concept that focuses on the experience of consumers in shopping, using a variety of integrated channels such as a mobile web browser and mobile apps to cater to everyone’s convenience,” he adds.
Users will be able to receive a minimum 20% of cashback from each product that they purchase from a brand at retail outlets. The cashback can be redeemed via phone credit balance or bank transfer.
Benz adds that the cashback rate will be determined and given by the brand itself and Pomona generates its revenue on a commission basis.
To date, Pomona has worked with more than 100 brands and over 10,000 receipts scanned from 200,000 users.
“Our strategy is to maintain the benefits that we can offer to clients. We are also able to help consumers save more.”
When asked on competition in the market, Benz says that Pomona’s focus is specifically the FMCG industry, and bridging its clients directly to consumers via offline sales. He also sees competitors as fellow educators.
Pomona recently secured undisclosed Series A funding from undisclosed investors. The funds will be used in talent acquisition.
The startups’s main target in the next one to two years is to expand service offerings and entry points. It also aims to enable consumers to access their technology through other platforms.
“Now we are strengthening our B2B partnerships with several startups. We want to lead the modern market for the FMCG industry.”