MatahariMall Enters B2C Segment, Highlights Fashion and Lifestyle Lines

The e-commerce service that is affiliated with the Lippo Group network, MatahariMall, announced a new focus on the B2C segment by highlighting the fashion and lifestyle lines as an attraction in the midst of intense competition in the e-commerce industry in Indonesia. This business decision has been effective since the end of last year, after in-depth research and then forming a new business unit specifically dealing with retail and merchandising.

MatahariMall CEO Hadi Wenas said there were many factors why the company decided to prioritize the fashion and lifestyle lines. First of all, through research on their loyal customers, about the closest relevance they have in mind about MatahariMall. It turns out that the majority of respondents answered fashion and lifestyle.

Then, from the fact that the transaction contribution contributed by the fashion line to the total business of MatahariMall continues to increase every year. From the beginning, 20% continued to crawl up to 60%. Although not mentioned in more detail about the numbers.

"That's why we launched our own private label. Mavis for boys and Massilca for girls. We want cater fashion needs for everyday life at affordable prices," explained Wenas in a special interview session with a number of media, Wednesday (2/5).

To support this new line, MatahariMall introduced the Match New Pay feature, where consumers can try incoming orders, which the courier can wait for a maximum of 15 minutes. Plus a 100-day return policy with certain conditions and a 100% refund.

The new feature starts with the exclusive Mavis and Massilca collections. MatahariMall provides more than 1.000 SKUs for its brand and utilizes warehouses for the process of sending goods directly to their destination.

"It's like, in the past if the focus on the fashion line was level two, now it's level one. We are optimistic that we can play here because we are targeting mass market, as far as we know, there is no e-commerce [service] that focuses on that."

Refresh the view, "switch off" the marketplace

Along with the shift in focus, the company also made changes to the face and Branding MatahariMall logo. According to guidance DailySocial, the face of the desktop/mobile site and the MatahariMall application now prioritizes the mobile element. Unlike MatahariStore, which looks more focused on the desktop.

To drive deals in fashion, the company redesigned the UX to make it as easy as using Instagram. Can choose display options, can include comments, and search for style references. The company provides references based on the curation of certain hashtags on Instagram.

Later, when the user clicks on a photo, they will be given a product reference similar to "Get The Look" and can be selected. If you like the references provided, users can shop immediately.

"We have already curated two thousand hashtags that we can detect in order to enter the MatahariMall site. Previously we worked with an influencer, now even the general public can enter our site."

MatahariMall initially adopted a marketplace service approach with the tagline "Everything Available, All Shopping." Now, with the announcement of its new focus, the company is now somewhat "taking care of" the marketplace service.

This can be seen from its visibility which is placed in the "Categories" column, at the bottom of the browser. The appearance of the face only emphasizes fashion products. If users want to buy non-fashion and lifestyle products, they must open the "Categories" column and look for the "Home & Lifestyle" section.

The company also provides digital services for top-up credit, PLN tokens, PDAM water, BPJS, buying cinema tickets, and zakat.

"We only highlight the fashion section, for non-fashion shopping, you can see it in the "Categories" section. We deliberately don't show all [products] on the face, so it's not too full," concluded Wenas.

MatahariMall's new focus on the fashion and lifestyle segment will enliven the e-commerce niche competition specifically for fashion. Other players in this sector include Zalora, Berrybenka, Sale Stock, and Zilingo.