Bengaluru: Swiggy, an on-demand convenience platform, has announced the launch of ‘Smart Links’, a tool designed to empower restaurants of all sizes to enhance their online presence and drive growth.

While advertising on online platforms is a great channel to reach consumers, it is not always easy to track its impact on their business. Despite having a social media presence across various platforms, many restaurants struggle to translate engagement into actual business.

As per the company statement, to address this need, Swiggy launched Smart Links—free, customised links that restaurants can share on their social media profiles on platforms like WhatsApp, Instagram, and Facebook—to direct customers straight to their menu page on Swiggy.

This personalised approach enables restaurants to drive orders through their online presence while engaging with a broader audience. For customers, on the other hand, it is a one-click experience to order from restaurants they have discovered online or on social media platforms.

The importance of smart links also lies in the insights they offer into customer behavior. A key challenge for restaurants is assessing a customer's actions after clicking on an ad, such as whether they have placed an order, what they have ordered, and when. Smart Links gives an insight into this, including whether the customer is a new user.

By enabling this tracking, Smart Links helps restaurant partners assess the performance of their social media campaigns more effectively. This data allows them to optimize future campaigns, ultimately leading to more efficient and successful marketing strategies.

As per the company, “Since its inception, Smart Links has driven over 4 million menu sessions, covering 35,000 restaurant partners. Brands running Smart Links have seen 25% of their menu sessions.”

On average, newly launched brands utilising the tool have seen a 120% surge in menu visits compared to those not using it, and they are twice as likely to garner a rating within the initial 15 days of operation when employing Smart Links, as per Swiggy.

Deepak Maloo, AVP, Supply, Swiggy, stated, “Social media is a great boon and an unmissable part of any business’ marketing strategy. But many restaurants, especially the smaller brands, struggle to see the social media excitement translate into business without the right tools. Smart Links, which Swiggy is customizing for free for all restaurant partners, will be a game-changer by giving restaurants the power to easily access and customize these links.”

Restaurant partners can access Smart Links through the Swiggy Owner app to enhance their online presence and drive growth. Swiggy is redefining restaurant marketing with Smart Links, offering partners a tool to expand their reach, engage customers, and drive growth in the digital marketplace.

Earlier this month, Swiggy announced integrating Swiggy Mall with its quick commerce service, Instamart, to offer consumers a wider range of non-grocery products.

Swiggy reported a loss of INR 1,720 Crore in the first three quarters of the financial year 2023-24 (FY24). In the entire FY23, its net loss stood at INR 4,179 Crore.

Article Source - Swiggy