Swiggy, India’s leading online food delivery platform, has announced the launch of ‘Smart Links’, an innovative new tool designed to help restaurants of all sizes to enhance their online presence and drive growth.
Why is it needed?
The Indian restaurant industry is thriving but extremely competitive, spending anywhere between 3% to 6% of its revenue on advertising, including both online platforms like Instagram and traditional media such as TV and print. However, while advertising on online platforms is an excellent channel to reach consumers, t is not always easy to track its impact on their business. Despite their social media presence across various platforms, many restaurants struggle to translate engagement into actual business.
Swiggy has launched Smart Links to address this need, providing restaurants with free, customized links that they can share on their social media platforms like WhatsApp, Instagram and Facebook to direct customers directly to their menu page. This personalized approach allows restaurants to drive orders through their broader online presence and gives customers a one-click experience to order from restaurants they have discovered online.
Smart Links’ most vital power is the insights they offer into customer behavior. They address a key challenge faced by restaurants: assessing a customer’s actions after clicking on an ad, such as whether they have placed an order, what they have ordered, and when. Smart Links helps restaurants understand this, including whether the customer is a new user. By enabling this tracking, Smart Links aids restaurant partners assess the performance of their social media campaigns more effectively. This data then allows them to optimize future campaigns and ultimately leads to far more efficient and successful marketing strategies.
Commenting on Smart Links, Deepak Maloo, AVP – supply, Swiggy stated, “Social media is a great boon and an unmissable part of any business’ marketing strategy. But many restaurants, especially the smaller brands struggle to see the social media excitement translate to business without the right tools. Smart Links, which Swiggy is customizing for free for all restaurant partners, will be a game-changer by giving restaurants the power to easily access and customize these links. This allows them to measure individual channel performance and compare all in the owner app, thereby promoting themselves effectively, driving actual orders, and gaining a better understanding of their customers as well as spend on online platforms and social media.”
How to access it?
Restaurant partners can access Smart Links through the Swiggy Owner app to enhance their online presence and drive growth. Additionally, Swiggy is offering a cashback offer for restaurant partners in April and May 2024. This offer presents an invaluable opportunity for restaurants to increase customer orders through social media while enjoying savings on their orders.
Since its conception, Smart Links has driven over 4 million menu sessions, covering 35,000 restaurant partners. Brands running Smart Links have seen ~25% of their menu sessions. During campaign days, brands using Smart Links have seen upwards of 80% of menu visits, leading to disproportionate gains in building brand visibility.
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