eMart Solutions was co-founded in 2009 by Aditya Bhamidipaty with the vision to revolutionise the domain of loyalty marketing and consumer engagement. eMart Solutions delivers premier loyalty services through a multi-channel on-demand loyalty engine that captures all the “moments of truth” for brands, and provides clients with actionable intelligence that can help drive revenue. We chat with Aditya about the venture. An excerpt from the interview:
- What made you start your venture?
I passed out from IIM-A and worked with joined Procter and Gamble in India and iGate in London. While I was there, I observed that a marketer spends majority of his time in coordinating and managing multiple agencies on different initiatives through the year.
Marketing was done primarily in a broadcast manner, ‘one offer to all’. Enterprises were capturing data but data was available to a fewer teams. Data available with different teams was not speaking to each other and this resulted in suboptimal results while analyzing and putting data to work. There was an inability to analyze the data in real time for actionable intelligence. eMart was stated in 2009 to cater to this need of marketers.
It is an intelligent solution that will manage multi-channel engagement, give actionable intelligence in real time, engage consumers directly with unique messaging, give the marketer a real-time world view of their multiple campaigns and make the data accessible throughout the organization.
- What has been the key to your business success?
The crux of our entire organization is our technology platform called FirstHiveTM. FirstHiveTM is a patent pending, multi-channel SaaS based platform. We are primarily driven by this technology platform, in what is essentially a services driven industry. Our platform enables the marketer to have a real-time world view on the entire program details, identify unique consumer footprint etc.
It gives the marketer a funnel view to each unique customer in an ocean of data, irrespective of what channel they used to interact with their brand. The brand can now offer multiple channels to customer without worrying about loss of data. Earlier on when we had showcased FirstHiveTM to some of worlds’ largest FMCG companies, their response has been from absolute disbelief to awe.
The feedback has been tremendous- they have told us that they have never seen a product like this. This is a validation for us, that, it is indeed a unique product. The proof of this is the fact that we today work with multiple large Fortune 100 clients.
- What are the major challenges in your line of business and how did/do you overcome them?
Clients are used to working with multiple vendors. The legacy of this system has created an illusion that you need multiple vendors to execute an engagement program. One of the major challenges is building that belief in our clients of a unified engagement program rather than individual piece meal programs.
It becomes critical to explain, how things they did not believe possible earlier is now possible, e.g. real time data, track tertiary sales, etc. The other challenge was establishing ourselves as a sector agnostic company.
However, today we work with clients across multiple sectors. One success story leads to another. We have one of the best minds in the industry working for us, constantly innovating and upping the game.
- Do you have a mentor who guides/advices you on matters of the business?
We have a board of advisors, very senior, influential personalities from Silicon Valley who have invested in eMart. We regularly seek advice from them.
- Have you benefitted from the use of any specific technology for your regular operations?
We use FirstHiveTM technology platform internally in our organization as well. It gives us a single window view on the multiple engagement programs the teams are running for clients.
At any given point of time, line managers are able to know the exact status of each engagement. The window view is customized according to the role and responsibility of the employees within the organization.
- What strategy do you follow for Customer Satisfaction & Expansion?
There is only one mantra for customer satisfaction, and that is being there for your clients all of the time and assisting them with newer solutions to engage with their customers. When we work with our clients, our focus is to partner them in their success journey. With ROI linked engagement programs, we have our skin in the game too. Our success is linked to client’s success.
This model keeps getting replicated across all our clients. Speaking about expansion, last few years have been very exciting for us in terms of growth. We are among the top 5 industry players in India. Our immediate strategy is to go global and register our presence in APAC and EMEA markets.
- What, according to you, are the top 3 skills needed to be a successful entrepreneur?
I would like to list down four. According to me, the top skills needed to be a successful entrepreneur are; Focus, Confidence, Customer-first approach and Sales, however not in any particular order. Focus – Focus on the long term vision. Set a long term vision and then have a laser sharp focus on it to achieve it. Most entrepreneurs are not patient and focus only on what comes next, rather than where the company needs to go.
With focus comes the ability to weather the ups and downs of business variances. Confidence – An entrepreneur should have confidence in his ideas and in others. You have to trust others to do their job and to do it well. No matter how amazing you may think you are, you cannot work everyone else’s job along with your own. Your ideas are not always the only ideas or the best ideas.
By showing confidence in the abilities of others, you allow for new ideas to emerge into the business. Customer first approach to business – Your entire business revolves around customers being there, the cash registers ring because the customers are there. Your solution needs to address the customers’ problem, your team need to rally around the customer supporting them and trying to solve their problem. Sales – You are going to need sales skills in order to run your business.
After all, marketing can drive customers in to your business, but sales are going to be what keeps them coming back and keeps putting money into your pocket. It is no wonder why most entrepreneurs actually come from a sales background. Visit their Website: http://www.emartsolutions.com/ Like them on Facebook: https://www.facebook.com/emartsolutions