Sociolla Opens Offline Outlets with "Omni-Channel" Concept

Beauty product platform Sociolla announces offline store flagship first tech omnichannel at Lippo Mall Puri, Jakarta. Inside the 425 square meter store, there are various interactive displays that are directly connected to the Sociolla website and the Soco platform.

Co-Founder & CMO Social Bella (PT name from brand Sociolla) Chrisanti Indiana explained, this innovation allows consumers to get the right product while enjoying a new shopping experience. The reason is, they will get an overview of the product according to their needs and skin conditions from the screen smartphonehis

"Before entering the shop, they need sign in his Soco account with scan barcodes on the Sociolla Store screen. There will be connected with product recommendations that suit your needs. So they are not confused when they enter the store," explained Chrisanti, Tuesday (13/8).

Soco is an online consumer review platform for beauty and personal care products that was released last year. Claimed to have been filled by more than 1,2 million product reviews. Unfortunately, Chrisanti is reluctant to mention the current total number of Soco users.

Sociolla also prepares various offline activities that consumers can do. Like beauty bar (as in a beauty salon) and skin shelf (cosmetic rack with sink).

Each product shelf arrangement in the store has been adjusted based on the developing trends at Sociolla. Hence, periodically the composition of the product will change.

Apart from outlets flagship this, actually Sociolla also has outlets offline another but smaller one is located in Kota Kasablanka, Jakarta. It does not rule out the possibility of outlet expansion to other locations, but is still considering the location and the distribution of consumers.

The entry of Sociolla into the line offline This is the company's answer to work on the potential for cosmetic shopping in Indonesia. According to Statista, the predicted level of spending on beauty and care products in Indonesia has only reached $24 per capita in 2018.

This figure is still low compared to neighboring countries such as Singapore ($178), Malaysia ($75), the Philippines ($50). More developed countries like the UK ($229) are already much higher, the US ($247), Japan ($287).

The potential of the beauty industry in Indonesia in 2025 will increase 15% to $8 billion with contributions from the platform E-commerce predicted to reach $1,2 billion. This increase is quite drastic when compared to 2018 of $5,2 billion and 2011 of $2,3 billion.

Introduction of other business lines

Name brand Sociolla has been quite popular among consumers since the site was released in 2015. In fact, Social Bella has two other business units, all of which build the overall beauty product ecosystem.

They are BeautyJournal which started from online beauty and lifestyle media which is now an O2O marketing agent from upstream to downstream. Has partnered with a leading beauty company in Indonesia.

And, Brand Development is the company's business unit that offers distribution services end-to-end for beauty and personal care brands trusted by leading international manufacturers.

These three business lines build an integrated beauty ecosystem and are structured based on cycle consumers when visiting Sociolla. The company also seeks to build a healthier ecosystem by providing genuine and safe products according to BPOM.

"We always start from what consumers need. That's why at the beginning we started with E-commerce, then go to Beauty Journal. Next, we saw that consumers were happy with various reviews of the products they purchased, that's why we created Soco. Finally, we created a new Brand Development business unit to help brand Outsiders who want to come here, we are the exclusive distributor," explained Christopher Madiam, Co-Founder & President of Social Bella.

Regarding the Brand Development unit, the company is currently establishing an exclusive partnership with 12 companies brand overseas. In total there are 200 brands available at Sociolla.

The company has two warehouses that accommodate all products and market them to various online and offline platforms depending on the strategy brand the. Before brand Entering Indonesia, the company regulates all requirements and ensures security through BPOM to ensure guarantees for consumers.

Unfortunately, Social Bella Co-Founder & CEO John Rasjid is reluctant to reveal the company's achievements. He only mentioned that in the first quarter of 2019 it grew more than seven times compared to the same quarter before.