MUMBAI: Interactive Avenues has unveiled its proprietary hyperlocal marketing product suite Caliper, that moves from the alpha stage to a closed beta launch.
There has been a paradigm shift in consumer search behaviour, and a lot of research happens on products and experiences, which are proximity-based. Hyperlocal searches are growing at the rate of 55 per cent year-on-year, with 10X growth in local language searches.
Caliper aims to solve endemic business problems like – local asset readiness, last mile optimization (offline conversions or digitally attributable sales), centralised or de-centralized modules for a business generating demand pan India, unification and optimisation across digital platforms, store/dealer level SEO, generating and measuring store walk-ins and many other category-specific-use cases.
Interactive Avenues CEO Amar Deep Singh said, "We aim to help as many businesses get on to their digital journeys with ease. We want to successfully harness the true potential of digital by getting more personalised experiences for marketers backed by extremely robust measurement metrics contributing to business outcomes."
He further added, "We’ve successfully tested the product with two of our leading clients in the retail and auto categories, and we’ve observed that participating dealership/stores have seen 230 per cent incremental sales and 79 per cent incremental walk-ins in comparison to non-participating dealers/stores. In the last four-five months, we have spent close to Rs 7.75 crore and delivered walk-ins, tele-ins, along with offline sales for both jewellery and auto category."
IA is now moving Caliper to a closed beta stage for its key clients. What were humble beginnings trying to automate large deployments across platforms, has manifested into a full-blown hyperlocal product suite. The platform is extremely intuitive and can set up hyperlocal campaigns, activate digital media and a location-aware, hyper-personalised creative engine in a matter of hours.
The templates are easy to use and the AI/ML modules make it simple for brands to just input their business goals and let the activations optimise purely on the business outcome.
Interactive Avenues EVP Harish Iyer said, "Our full 360-degree experience of working across traditional brick and mortar businesses across categories, like, auto/CPG/retail/mobile OEMs, has given us a way to create the best-suited product suite for businesses to harness as well as create local demand and at the same time give them the best digital experiences."
Interactive Avenues, which is the digital arm of Mediabrands India, is currently offering Caliper as invitation-only for non-Mediabrands clients.
