Zepto Unveils Zepto Atom to Empower Brands with Real-Time Data Analytics
- Zepto Atom launch
- Consumer insights platform
- Real-time data analytics
Fast commerce behemoth Zepto has forayed into India's Rs 1,000-crore consumer insights space with the introduction of Zepto Atom, a paid subscription-based consumer analytics product for consumer brands. The offering will launch on May 16 and will be open to the thousands of brands available on Zepto's marketplace.
Announcing the launch, Zepto Co-founder and CEO Aadit Palicha said, “Zepto generates millions of data points daily. Atom is designed to turn that into real-time, hyperlocal, and actionable intelligence for brands”. The platform aims to challenge the dominance of legacy players like Nielsen and Kantar in the consumer analytics space.
Zepto Atom offers cutting-edge insights such as tracking market share at the hyperlocal level, live sales and conversion reporting, and customer retention metrics. Brands can use it to compare performance at the PIN-code level to spot losing micro-markets and adjust pricing, distribution, and marketing strategies accordingly.
Unlike Zepto's current Brand Portal, which provides complimentary access to rudimentary performance statistics, Zepto Atom provides in-depth, real-time data to enable brands to track second-by-second trends in customer impressions, conversions, and sales. This facilitates immediate campaign optimization and smart decision-making throughout the day.
One of the platform's unique selling points is Zepto GPT, a custom natural language assistant that runs on Zepto's proprietary datasets. The AI tool enables brands to input complex questions like ways to boost market share in a given geographic location and get data-driven recommendations and reports as a response.
The firm has big ambitions for Zepto Atom. In the next year, Zepto plans to spend lavishly on engineering to add features such as AI-driven customer personas and automated survey capabilities, further building out its analytics capabilities.
Zepto Atom's launch mirrors a wider trend among rapid commerce businesses to capitalize on their large data reservoirs and enhance ties with brands. Advertising and data insight are rapidly becoming key income streams in the sector.
Also Read More: 5 Quick Commerce Innovators Leading the Way
Earlier this year, Zomato introduced Nugget, a customer support AI platform within Zomato Labs. Nugget now manages more than 15 million interactions each month and addresses up to 80% of questions independently on Zomato, Blinkit, and Hyperpure. Zomato will also introduce other SaaS tools in the coming months.
With Zepto Atom, Zepto is making a huge leap towards becoming an India-focused tech-enabled partner to consumer businesses within the country's fast-changing digital commerce landscape.
