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How Bilna & Sociomantic partnered to drive new biz & customer loyalty in Indonesia

Sociomantic Labs, a global player in programmatic display advertising solutions for advertisers and agencies, helped leading Indonesian online retailer for everyday baby products, Bilna, exceed its desired incremental sales targets at sustainable marketing costs.

Bilna engaged with Sociomantic to run programmatic display advertising campaigns across desktop display and Facebook display inventory in a bid to increase sales across its wide range of baby and home décor products. Within the first two months of the collaboration, Bilna witnessed 15 per cent uplift in overall sales.

“Working with Sociomantic has had a tremendous positive impact on Bilna’s business. Sociomantic’s cutting-edge display advertising technology, supported by top-shelf local service and deep industry expertise, has helped us to win additional sales at a good ROI. It’s been groundbreaking for us to be able to reach both customers and prospects with personalized display ads across the web using Sociomantic’s innovative solutions,” said Priyanka Raman, Head of Online Marketing at Bilna.

Since its inception, Bilna has been providing its customers with premium baby products with focus on quality and customer service. In recent months, the company looked to grow its footprint both by growing the diversity of products offered and by making strategic investments in online marketing.

Challenges
The retailer initially faced a series of challenges in achieving its growth goals — some particular to the Indonesian market, such as limitations in modes of payment, high expenditure for product dispatch; and some particular to the baby-product business, such as a relatively short customer lifetime and the need to push its highest margin products to increase revenues. In part, Bilna’s strategic investments in programmatic display advertising made it possible for the company to reach and exceed its sales goals despite these challenges, and to do so at a sustainable cost.

Growth opportunities with programmatic in Indonesia
Bilna leveraged Sociomantic’s proprietary demand-side platform (DSP) for programmatic display advertising. This platform enables marketers to use real-time bidding (RTB) to programmatically purchase display ads across the full spectrum of desktop, mobile and Facebook inventory. In addition to programmatic buying, Sociomantic’s Streaming CRMTM data streaming technology made it possible for Bilna to leverage its own first-party to serve highly personalized dynamic ads across the web via dynamic creative optimization (DCO), helping to boost the effectiveness of the ads, drive conversions and increase customer loyalty.

“Our goal is to partner with leading retailers like Bilna to help them drive ROI and real results for their marketing spend. Indonesia continues to be a break-out market for us, and we will continue to support the growth of e-commerce in this region with more investment into our Jakarta-based operations,” added Rohit Kumar, Sociomantic’s Managing Director for the APAC region.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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