Zepto, a quick commerce firm, announced the launch of Zepto Atom, a subscription-based platform, in an effort to enter the consumer analytics space. The paid service will launch on May 16.
The data insights-driven platform will give brand partners listed on Zepto access to real-time market data, consumer behavior analysis, customer repeatability and retention data, and predictive analytics. Zepto Atom will have a separate website and mobile app.
According to the company, the platform will provide pin code-level market share data, allowing brands to gain hyperlocal insights into their performance. Furthermore, brands can obtain data on minute-by-minute sales, customer impressions, conversion rates, and full-funnel visibility into customer purchasing behaviour.
The company also mentioned that Zepto Atom had an in-house Natural Language Processing (NLP) assistant, Zepto GPT, which was trained on the company's data. "It analyses the vast datasets within Zepto Atom to provide actionable answers, strategic recommendations, and even generates data reports for the brand," according to the organization.
"Zepto Atom intends to use an in-house, tech-powered analytics tool to disrupt the ₹1,000 crore consumer analytics industry in India, which is currently dominated by legacy multinational companies," according to a statement from the organization. Zepto Atom's findings are likely to be similar to those published by market research firms Nielsen, Kantar, and others.
Aadit Palicha, co-founder and CEO of Zepto, stated, "Zepto Atom is a serious attempt by our category and tech teams to build a disruptive new product in the consumer analytics industry in India." We believe we can use Zepto's millions of data points per day to provide brands with customised and real-time insights into their products at a much lower cost than they are currently paying."
Palicha also stated that the company planned to invest significantly over the next 12 months to improve the product and add new features, such as AI-generated customer personas and automated survey features tailored to specific customer cohorts.
