Marketing technology firm Adimo describes itself as ‘making marketing shoppable’. It was founded in Glasgow in 2012, and is now a global business with offices in London, Singapore, Dubai and New York, as well as Glasgow. It claims to connect more than five billion shoppers with 400 retailers in 40 markets and six continents. Its global partners include Coca-Cola, Nestlé and Bacardi, and the portfolio of partners is growing all the time.

Should you be following the example of these big-name FMCG companies, and using Adimo as part of your martech stack? Here’s what you need to know. 

Adimo is designed to be the online equivalent of in-store impulse purchases

Effectively, Adimo fills the gap between customers responding positively to marketing information, and actually making a purchase. It integrates seamlessly with marketing and retail sites, to provide the ‘all websites’ equivalent of Amazon’s ‘Buy Now’ button. It allows customers to click through from marketing information to a suitable retailer, or load a basket from an online source. For example, a customer viewing a sponsored recipe can click to add the recipe ingredients to their online shopping basket at one of the main supermarkets, or at Amazon. It therefore means that online marketing, instead of just raising awareness, can be actively and directly converted to sales.

Adimo is currently riding high, having just raised a second round of funding

In March 2021, Adimo announced that it had raised £1.54 million from venture capital firm Maven. This is its second round of funding, the first being a cool £1 million in 2017 from a group including early investors ESM Investments. ESM has now partially withdrawn from the firm, to realise its investment, and allow Maven to take over since Adimo has grown significantly. The new funding will enable the company to expand into the US market in the wake of the massive expansion of online shopping during the COVID-19 pandemic. 

Adimo’s growth has enabled it to attract some very experienced executives

Adimo is still led by one of its co-founders, Richard Kelly. However, last summer, the company announced that it had recruited two very experienced executives to join its team. The first joined as interim chief operating officer, while the previous COO took time out to start a family. The second became an adviser to the business. The announcement followed a month after the company announced a partnership with FutureTech to support expansion into the Middle East region, and is clearly linked to plans to expand and scale rapidly. 

Adimo offering is via three main technologies for brands

The three technologies are called ‘Add to Basket’, ‘Buy Now’ and ‘Recipe’. ‘Add to Basket’ allows customers to pick their preferred retailer, choose the product and quantity required, and then enter their log-in details for the retailer. Their chosen products will be added to their basket on that retailer’s website for when they are ready. ‘Buy Now’ makes marketing ‘touchpoints’ into shopping opportunities, by linking to retailers direct from online marketing materials. ‘Recipe’ provides multiple ‘add to basket’ options, so that shoppers can translate a recipe to a shopping list, and then directly to a shopping basket at an online retailer of their choice.    

Adimo also offers two other innovations to support shopping

As well as its three basic technologies, Adimo also provides an option to support shoppable packaging, and what it calls ‘Shoppable Voice’. Shoppable Packaging uses QR codes and RFID technology to enable customers to restock via the internet from labels. This makes it possible for consumer brands to distribute samples, and then directly track their effectiveness in terms of ongoing sales. Shoppable Voice links to smart speakers and voice assistants. In 2020, 43% of smart speaker owners said that they used them to shop, so this enables brands to attribute sales via that route.

Adimo also provides detailed analytical information to support attribution

Adimo may have started as a straightforward ‘Buy Now’ integration for websites, but it now provides some very sophisticated support for digital marketing. This includes detailed analytics to help brands to optimise marketing campaigns, including offline activities such as free samples. The software can also support detailed and accurate attribution to help brands to identify their return on investment from marketing efforts. It can also help brands to select the right retailers to link to their products, as well as showing detailed transaction values and sales.

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