Entering its Fifth Year, Ruparupa Strengthens its Omnichannel Strategy

Appearance, site e-commerce home, living and furniture part of Old Friends Group, revealed will continue to strengthen strategy omnichannel because it is proven to be able to meet the needs of consumers who are getting used to shopping online but requires store presence to physically view the goods.

Chief of Many Things Ruparupa Teresa Wibowo explains, with the concept omnichannel consumers can save more time when shopping. Moreover, consumer habits have now changed, no longer lingering when leaving the house, but still not wanting to leave shopping habits on digital platforms.

"So omnichannel This is very effective to meet consumer needs. From the start just Browsing before shopping offline, now can use the app even while in the store. This is a necessity. We believe that this habit will continue, even after the pandemic," Teresa explained during a virtual press conference, Wednesday (14/4).

In fulfilling the concept omnichannel, Ruparupa provides a number of supporting features. Starting from STOPS (Store Pick-Up Service), it allows customers who shop on the Ruparupa website or application to pick up products purchased at the nearest Kawan Lama Group retail store from their location. Furthermore, Scan and Go Shop which allows consumers to transact their purchases through the application only by scan barcodes desired product, so there is no need to go to the cashier and avoid queues.

With this feature, consumers can choose to send orders to the intended address using regular or instant delivery services, or pick up groceries at the store pick-up point in the shop to bring yourself. “This feature applies contactless transactions, for safer shopping activities in the new habit.”

Advantages of Ruparupa playing at omnichannel supported because it is part of the Kawan Lama Group which has 350 offline store networks ACE, Informa, Home Galleria, Selma, Toys Kingdom, Ataru, and others spread throughout Indonesia. From this network, Ruparupa is able to provide more than 67 thousand types of products, such as furniture, home living, kitchen, hobbies, and much more.

The impact of the pandemic

Chief of Marketing Ruparupa Budiono Darmawan added, Ruparupa is one of the verticals E-commerce who are experiencing harvests during the pandemic because people have to work from home. As a result, many people re-arrange the contents of their homes to be more comfortable.

In terms of company performance, although not detailed further, there was a significant increase from before and after the pandemic of 200% for all categories. Based on the categories that consumers buy the most, including bicycles, office desks and chairs, racks and storage, and sports equipment. In this category, the increase can reach 300%, while masks can increase up to 1000%.

It is also claimed, as long as five years of operation Ruparupa has served more than 500 thousand customers.

Teresa said, "Ruparupa really feels blessings being able to witness during a pandemic that during this pandemic proved our vision and mission from the beginning really became a reality that we see in everyday life. Our vision is to create a warm home for families, a workplace that supports productivity, and improves the quality of life,” he concluded.