Case Study: JioMart achieves 2X the expected reach by promoting on banking apps

About JioMart

JioMart is the e-commerce arm of Reliance Industries. It has both B2B and B2C business models. Although launched nationwide only in 2020 in the already saturated Indian e-commerce market, by 2023 it was ranked second among the top online electronics stores in India.

Objective

JioMart planned the ‘Mobile and Electronics Fest’, a 5-day sale event in September 2023. They came to us with the requirement of creating a buzz around the event during the sale period and wanted to maximise their reach in Metropolitan and Tier 1 markets. 

Competing against the other e-commerce players with similar sale events during that period, it was important that JioMart had the maximum visibility possible. To that end, we devised a strategy that ensured awareness about the event among its target segments. 

Approach

Supported by data from our past campaigns with other brands, we were aware of the nuances of the target audience. In collaboration with our partner banks, we also had the right cohort for this campaign. Now it was time to go with our 360-degree brand presence strategy.

Across mobile user journey

We placed banners with clear call-to-actions across our partner banks’ mobile banking apps. These included banners on the homescreen and other most visited screens of the app.

Impact and Story banners

The target age group of the audience allowed us to experiment with interactions they were familiar with. So, we showed banners in the form of stories/status as people see in social media apps. They were also shown interstitial banners with more information and call-to-actions.

Store icon

We ensured that the offers were highlighted within the banking app’s online shopping section by switching to a promotion-related icon for JioMart. This ensured that customers shopping from the banking app could see that there’s a sale in JioMart.

Category Takeover

We placed JioMart banners and assets on top sections of the shopping category screen within the banking apps’ online shopping section. This meant all customers accessing this screen would be made aware of the sale at JioMart.

Duration

5 days

Result

The five day promotional campaign performed beyond all expectations. From committed impressions to clicks to reach, the campaign proved to be super successful.

Observation

Banners on the homepage of the bank apps performed the best

Clicks on Impact and Story banners, and Category takeover were highly intention-driven

Conclusion

This campaign by JioMart established the effectiveness of partnering with banks for promotions. 2x the target audience was reached and all clicks on the banners were intention-driven. In addition to the discounted prices by JioMart, customers also earned reward points from Cheggout on their banking apps, which they could use for gift cards or any other future purchases. This gave the bank customer an advantage over other buyers and created a positive impression about both the brand and the bank.

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