The platform developer for omnichannel and marketing solution “Pomona”, today announced Series A funding. It touches $3 million or equivalent to 41.8 billion Rupiah, led by Vynn Capital supported by Ventech China, Amand Ventures, Stellar Kapital, and Central Capital Ventura. It consists of two stages, the first one closed last year.
“This round we called series A-2 because it consists of two rounds. We already closed for the first round last year (undisclosed), then the next round this year. We closed a new round due to the acceleration of new product development,” Pomona’s Founder & CEO, Budiman to DailySocial.
The funding is to be allocated to the penetration of its new service, including to accelerate product development and new staff recruitment. As previously known, the company has shifted focus before on solution to help FMCG (fast-moving consumer goods) business and CPG (consumer packaged goods) to improve sales conversion for the product campaign through the end-to-end solution.
In terms of users, Pomona is currently offered cashback for various products consumer’s bought from minimarket or supermarket. Users just have to upload the bills to the platform. Whether any related products having promos, cashback will directly be sent into their account.
“By offering cashback and intensive discount, we can get the consumers to connect with brands while making an equal financial benefit to the people,” Benz said.
Developing a consumer analysis service
In helping the brand to maximize product penetration, Pomona provides a series of services. One is the analytics tools for measuring consumer’s involvement level, offline sales conversion, and marketing campaign effectivity.
They also develop a solution based on “white label”. It allows certain brands to deliver presents directly to consumers, as part of the loyalty program. They also gain revenue from analytics tools subscription and fee from the verified transactions.
Since it was founded by Benz Budiman (CEO) and Ari Suwendi (CTO) on May 2016, Pomona runs a B2B2C model. Some FMCG and CPG companies are currently using its services, such as Unilever, Japfa, ABC President, Sosro, Frisian Flag, and others.
We have plans to improve the analysis capability to help brands measuring effectivity for market penetration. It includes improving the connection of the company with producers and distributors, for more transparent business.
“For most of the customer’s interaction with the product happened offline, brands have difficulty in measuring the coverage and engagement in the market. FMCG and CPG companies can get related insights on consumer behavior and adjust their strategy through our solution,” he added.
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Original article is in Indonesian, translated by Kristin Siagian