Pomona is Now an Adtech Service, Focusing on the FMCG Industry

Had focused on being a loyalty service that helps offline retail stores, Pomona officially changed their business model to advertising technology (adtech) focus on sales conversions who play a role in helping to advance and develop the industry Fast Moving Consumer Goods (FMCG) in Indonesia through technological innovation.

Pomona Benz CEO Budiman said this decision was deliberately taken after seeing the huge opportunity and demand from the FMCG industry to increase sales and build relationships with consumers. If in the past Pomona offered technology scan QR Code and rewards, this feature is no longer available. They are now presenting new technology utilizing technology Optical Character Recognition (OCR) and Machine Learning and implement Sales Call-to-Action tool on platform omni-channel Pomona.

"At the end of 2017 we started to develop new technology then in early 2018 we started implementing it, two months ago soft launch and only today have we inaugurated Pomona's new business model," said Benz.

OCR technology itself is a technology that automates the process of reading receipts faster, while machine learning can help analyze and verify the accuracy of the data.

“These two technologies are technologies implemented in the platform omni-channel Pomona. omni-channel itself is a concept promoted by Pomona that focuses on the consumer experience in shopping using various integrated channels and can provide convenience and experience for consumers anytime and anywhere, "added Benz.

Pomona developed the technology independently in-house. Utilise feedback of brand partners who are mostly FMCG, Pomona's current mission is to help brands increase sales.

Giving cashback for users

In addition to the benefits that Pomona offer to FMCG industry players, Pomona is also here to bring benefits to consumers through cashback. Cashback can be obtained from every shopping activity carried out. Only by uploading purchase receipts from products purchased at various retailers spread throughout Indonesia, such as Indomaret, Alfamart, Giant, Hypermart, Hero, Lawson, Lottemart, Circle K, Guardian, Watson, Century. Pomona noted that up to now more than 200 thousand people have used Pomona.

Consumers can benefit in the form of: cashback starting at 20%of product price  and can also be accumulated with other ongoing promotions,

"Besides cashback can be withdrawn by making transfers to all banks, cashback can also be exchanged for the purchase of credit, directly from the application or mobile browser Pomona," said Benz.

Every transaction made and verified using the platform, Pomona gets a commission from FMCG brand partners with different amounts. Cashback for each product supplied directly from FMCG partners, not Pomona. Meanwhile, the data collected by Pomona can be used by third-party research companies or FMCG partners who want to see consumer behavior.

"We deliberately do not sell the data we have, that is what distinguishes us from other services. All data is in the form of data anonymous can be obtained by FMCG partners, but the rest we give to partners third party research company, said Benz.

In this way, Pomona claims to be able to help FMCG, which is currently still having trouble doing this engagement and increase sales. The FMCG companies that have joined as Pomona's partners include Japfa, Sosro, Unilever, Mayora, Wings, and Nestle.

Pocket Series A . funding

At the beginning of 2018, Pomona stated that it had received Series A funding. However, Benz was reluctant to mention who the investors involved in this round were and how much the investment value was. From this fresh fund, Pomona plans to develop technology, add talent and make user acquisitions.

Previously Pomona had obtained initial funding, with an undisclosed amount, from Frontier Capital, Prasetia Dwidharma, and a number of angel investors strategic.

"For now we are focusing on FMCG. We believe FMCG has bright potential now and in the future," concluded Benz.