Swiggy, a leading online food ordering and delivery service, has introduced ‘Smart Links’, a groundbreaking feature aimed at boosting the digital footprint and growth of restaurants of all sizes.
Restaurants typically allocate 3% to 6% of their revenue to advertising efforts across various channels, including digital platforms like Meta (Instagram, Facebook, WhatsApp), Google, and traditional outlets such as TV, print, and radio. Although these platforms provide significant exposure, gauging their direct impact on sales can be challenging. Despite a robust social media presence, many restaurants find it difficult to convert online engagement into tangible business results.
To tackle this issue, Swiggy has unveiled Smart Links. These free, customizable links can be shared by restaurants on their social media profiles, such as WhatsApp, Instagram, and Facebook, to direct customers straight to their Swiggy menu page.
This strategy allows restaurants to leverage their online presence to increase orders while reaching a wider audience. For customers, it simplifies the ordering process to just a single click from their favorite social media platforms.
Smart Links also offer valuable insights into customer behavior, which is crucial for restaurants trying to understand the effectiveness of their advertising. These links track customer interactions post-ad click, including order details and whether the customer is new, providing data that is instrumental in refining marketing strategies.
Since its launch, Smart Links has generated over 4 million menu sessions across 35,000 restaurant partners. Restaurants using Smart Links during promotional campaigns have experienced significant boosts, with some seeing up to 80% of their menu visits during these periods, enhancing brand visibility substantially.
Deepak Maloo, AVP – supply at Swiggy, emphasized the importance of this new tool: “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 to 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. This allows them to measure individual channel performance and compare all in the owner app, thereby promoting themselves effectively, driving actual orders, and gaining a better understanding of their customers as well as spend on online platforms and social media.”
Restaurants can access Smart Links through the Swiggy Owner app, further enhancing their ability to engage with and attract customers online. Additionally, Swiggy is offering a cashback promotion for restaurant partners in April and May 2024, providing them an opportunity to boost customer engagement and enjoy savings simultaneously.
