FNP partners with CleverTap to enhance personalised customer engagement

Ferns N Petals (FNP), a gifting platform, has entered into a partnership with CleverTap to improve its digital customer engagement through more timely and personalised communication. The move is part of FNP’s wider strategy to use technology to improve how it interacts with customers at various stages of their journey.

By integrating CleverTap’s customer engagement platform, FNP aims to better understand customer behaviour and preferences. The partnership will help the company send relevant messages and reduce repetitive communication, which is often a challenge for businesses dealing with large volumes of customer data. Using real-time insights, FNP plans to deliver updates and offers that are more closely aligned with what individual customers are looking for.

According to FNP, the new system will allow for automation at key moments, such as when a customer signs up, browses products, or is about to check out. These timely nudges are expected to help increase conversions and improve the overall shopping experience. In addition, the platform will support automated reminders and promotional messages, reducing the need for manual intervention and making customer communication more efficient.

Avi Kumar, Chief Marketing Officer at FNP, said that the partnership with CleverTap would open up new possibilities for delivering highly personalised interactions that span the entire experience, from product discovery to final delivery.

Sidharth Pisharoti, Chief Revenue Officer at CleverTap, said the collaboration will enable FNP to unify its customer data and drive more meaningful engagement through real-time messaging and automation.

In an interview with TechCircle in November last year, FNP’s Chief Technology Officer Gaurav Sharma, revealed that its technology team, which currently has 80 members, is set to grow as the company looks to hire more talent and upskill existing employees. The company is investing in areas such as conversational commerce, data analytics, and mobile platforms to improve how it connects with customers.

FNP is focused on staying ahead by integrating new technologies that support a better user experience. “In the next few years, we plan to invest in conversational commerce, improve data integration throughout the customer journey, and enhance personalisation in our offerings,” he said. He also mentioned that the company is looking into the use of video analytics in its physical stores and cloud kitchens to further improve customer interactions. These developments are expected to take shape over the next two to three years.

Sharma also noted that the broader digital and payments landscape is evolving rapidly, helping platforms like FNP reach more users. The widespread adoption of the Unified Payments Interface (UPI), along with emerging options like Buy Now, Pay Later (BNPL) and app-based payments, is simplifying transactions and encouraging more people to use the platform. 

With increasing internet access and the rollout of faster 4G and 5G networks, mobile experiences are improving. Sharma said FNP is actively exploring ways to build on this momentum to make its services more accessible and user-friendly.