Gramedia Digital Focus on Strengthening "Omnichannel" Strategy

The work from home rule due to the PSBB is considered to be an important momentum for the Gramedia Digital Nusantara (GDN) business. Due to the looser time, people's interest in reading is increasing. The subsidiary of the Gramedia group strives to continue to capture existing trends, to be translated into digital products in order to increase user convenience in enjoying content published by Gramedia.

To DailySocial, Managing Director Gramedia Digital Nusantara Kelvin Wijaya said there was a significant increase in GMV (Gross Merchandise Value) during the pandemic. Interest in reading products increased up to 4,5 times the average per month. Even when supported by promos and discounts, the increase is up to 10 times.

"We see that during the Covid-19 period, enthusiasm for books is quite high, as evidenced by the high sales value. In the future, when entering new normalWe hope that Indonesian people's interest in reading will increase and they can see books as lifestyle," he said.

Innovation from all sides

The company currently has two main focuses, namely implementation omnichannel which is more aggressive and prepares a digital ecosystem for Gramedia books and content.

At the end of 2019, Gramedia Go was launched to make it easier for people who want to shop for books at Gramedia both online and offline online nor offline. There are two services offered, namely features pick-up in store dallow purchased products online can be picked up at the store; and features in-store orders For customers who do not find the book they are looking for, they can place an order directly and it will be sent to the address in question.

This is a manifestation of GDN's seriousness in working on the strategy omnichannel for the sake of pushing traffic their shops. From the retail side, his party also expressed his hope to create seamless experience antara offline and offline.

In order to realize a digital ecosystem for books and content, the company also launched a product web novels and in the future it will be integrated with online retail them to become whole as a digital ecosystem. The concept is not much different from Wattpad or Qidian.com which are quite popular among Indonesian people.

"Regarding the scheme, I can't go into detail yet. Maybe later when it's mature. In terms of content and publishing, our ambition is to create a complete ecosystem of books and digital content in Indonesia," added Kelvin

In the product distribution process, currently Gramedia Digital Nusantara is running with the capacity of its internal logistics unit, namely KGX. Likewise for marketing and promotion purposes, using media assets in groups.