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This Company Helps in Bringing Back Customers to Your Website

This Company Helps in Bringing Back Customers to Your Website
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You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

One of the key features of a successful e-commerce website is the capability to bring back regular customers to the site. While running an e-commerce website, one must remember that not every customer is an ideal customer and if you don't want to lose your customer then better find ways to make them stick to your brand. While there are few customers who evaluate the website for a short duration and move on to other website, others add products to their final cart but don't buy it later.

In a chat with the Entrepreneur India, Avinash Tharani Vice President - Sales At Sociomantic, spoke about how his company is helping the e-commerce companies drive sales by showing relevant ads on the website. Sociomantic is a DSP platform (demand side platform) that provide advertisers the ability to seamlessly reach customers with individually personalized and optimized marketing. 

Our Objective is to Create Demand in Terms of Advertisers Need

According to Avinash, mobile has today become one of the key factors in the whole digital ad sales world but earlier it wasn’t.

"Earlier, People would at best know how to push SMS. Yes, the digital ad sales evolved from there and I have been always on a evangelizer role. In the ecosystem, there are demand-side players, supply side players and exchangers. So the objective of demand size platform is to create demand in terms of advertisers need. We bring back customers to a brand and also add new customers who will value that particular brand," he said.

He further explained that like DSP creates demand, SSP(Supply Side Platform) are platforms that enable that supply for DSPs to be able to buy that. The SSP works closely with the publishers and the DSP works closely with the clients to understand their needs.

We Find Out Which User is More Profitable

There are times when a website starts to expect that they would convert a customer into a subscriber, they leave the website. Amit believes his company algorithms work in such a way that they initially find out which user is more profitable. 

"A potential user who is not converted and the algorithms feel that yes you would convert. So my company will bid for you across the SSP to get you converted. A customer that could have potentially got lost, my companies role is to escort the customer back to the website to purchase that product. In a simple term, it's called retargeting," Tharani explained.

He stressed that the company not only ensures that the user is not getting lost for the clients but also works to make sure that the users don't go to the competitor. 

The Loyalty of The User Stays More With the Offers

For Tharani, whether you are any big brand like Amazon or Myntra, you would understand that the loyalty of the user stays more with the offers.There comes the role of his company to know about the user’s movement to get it back to the website.

"With the right data of the user, we are able to create that value of the client on the online front that the customer decides to buy our client's product," he said.

On the offline front, the company is internationally mapping the users. With respect to India, Tharani feels the infrastructure still has to come to that level where the company will be able to match the international competitors. 

"There is a limitation in India so we are trying to create that model. We have created an online model on the similar model to start with. For offline, the work is on," he added.

Edition: July 2017

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