Selling IM3 Hot Promo inside partner apps
People buy data where they already spend their time, like their bank app or Shopee. I brought IM3 Hot Promo, our personalized offers, into 12 partner apps.
The problem
IM3 sold data through its own app, SMS, the *123# menu and about a million retail shops. Hot Promo, our personalized offer menu, lived there.
But many customers spent their day in bank apps and marketplaces, not in ours.
What I did
- 01
Agree the terms
I negotiated revenue share, commission and subsidy terms with bank, e-wallet and e-commerce partners.
- 02
Write the requirements
I defined what each partner needed to build so our offers could show and be bought inside their app.
- 03
Fix integrations myself
I tested each partner's API in Postman to see if a problem was on our side or theirs. With 12 partners, this was daily work.
- 04
Keep offers personal
Customers saw offers picked for them, not a general price list.
What happened
Hot Promo went live in 12 partner apps, including Shopee, Tokopedia, Blibli, Lazada, Livin' by Mandiri, myBCA, BRImo, Mitra Bukalapak, DANA, GoPay and Gojek.
Shopee alone reached about Rp2B (~$125K) a day, and over Rp4B (~$250K) on paydays. Bank partners were big too.
Public context: IM3 lists Hot Promo as its menu of special offers on *123# and the myIM3 app. Source
- It's cheaper to reach customers inside apps they already use.
- Reading API responses myself saved days of back-and-forth.
- Paydays matter. Shopee sales doubled on paydays.