Adimo Closes $3.6 Million Funding Round

Adimo, a leading consumer goods marketing technology company, announced the close of a $3.6 million seed round of funding from Maven Capital Partners (“Maven”), Scottish Enterprise, GWC, ESM Investments, and Galvanise Capitaland LSIP, which will help further fuel the company’s go to market operations in the US whilst scaling activity globally.

Adimo is integrated with over 400 retailers globally, working with market leaders such as Nestlé, Coca-Cola, Arla, Kelloggs, PepsiCo., Danone, The Edrington Group and Bacardi across 60 countries and 40 languages. The Adimo solution natively embeds commerce functionality into digital media and content, making shopping more seamless for customers and empowering greater brand insights on customer behaviours and acquisition channels.

The global fast moving consumer goods (FMCG) market is projected to reach more than $15 trillion by 2025, according to ResearchandMarkets, as businesses grapple with the surge of online shopping. However, FMCG digital marketing is still a black box for audience reach, engagement and spending insights. It’s increasingly difficult for FMCG companies to understand sales impact from brand marketing initiatives and leverage these insights to grow their business.

Richard Kelly, founder and CEO of Adimo, said: “Online shopping growth in the FMCG and CPG markets have accelerated significantly over the past year with the pandemic, and this has only caused more challenges for brands who are spending significantly on advertising and shopper marketing but gaining little back in consumer insights. Our next-gen solution for shoppable marketing provides a seamless experience not only for the end customer, but also for the marketer, and we see tremendous opportunity to expand our wide variety of solutions in rapidly maturing markets, such as the US, over the next year.”

Julie Glenny, Investment Director at Maven said: “Digital marketing technology such as Adimo’s is a necessity for any FMCG or CPG company today. There’s a substantial opportunity for these businesses to grow with Adimo’s technology, which is uniquely positioned with its innovative, robust and scalable platform. We’re looking forward to supporting them as they replicate their success in Europe and expand into global markets.”

Adimo provides a powerful solution set that integrates with any form of marketing – including display ads, landing pages, websites, social media and video – to make it shoppable. By integrating Adimo’s technology with retailers, shoppers simply select products and add them directly to their online supermarket basket of choice to purchase. Furthermore, purchased products are automatically added to the shoppers ‘favourites’ list, greatly increasing the chance of repeat purchase – up to 70% of items bought from online supermarkets are from favourites lists.

With typical client ROI in excess of 800%, the Adimo platform gives brands valuable behavioural data about customer decision-making, shortens the path to purchase, maximises customer conversation and increases purchase intent and brand loyalty. Its real-time analytics dashboard offers a comprehensive range of insights including products viewed, basket additions and revenue, which can in turn be linked to a specific marketing source. This brings previously unavailable ecommerce-level insight to awareness-based marketing.

This article originally appeared in MarTech Series.
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