Blibli Makes adjustments to its Omnichannel Strategy

Blibli adapts strategy adjustments omnichannel during the pandemic. This strategy includes an important element in the company, which is not only about transactions but also about payments, operations, and logistics.

EVP of Consumer Goods Blibli Fransisca Krisantia Nugraha explained that her party was holding back the plan to expand new locations for the Blibli Offline Store until the end of this year. Blibli Offline Stores are outlets offline that cashless and cashierless, consumers can simply use the Blibli application to checkout goods independently.

As for this outlet just inaugurated in February 2020, there was only one location at the Sarana Jaya Building, Jakarta. Then a month later it was closed right when the PSBB was enforced until last May. The outlets re-opened with new adjustments at the end of this June.

“Expansion will us re-strategize again, even postpone expansion this year. The possibility will only start [expansion] next year, but we will continue to carry out R&D," he explained to DailySocial.

The next adjustment is the solution omnichannel Another one that has been released by the company, namely Blibli InStore is now available in the form of an application for users seller. The aim is that seller can work with gadget brands It's great to expand shipping and payment methods so that customers have more shopping options even in the midst of current conditions.

With adaptation like this, it's actually a good thing for Blibli to stay relevant because the company believes in trends omnichannel the future in Indonesia will be far promising. According to Fransisca, the pandemic has accelerated adoption E-commerce by seller as well as customers because of the service E-commerce can provide stable service in the midst of challenging situations.

“In April 2020, the number of seller in Blibli even up 90% from year to year with the rise of sellers opening shops online in order to continue their efforts.”

The acceleration is a positive thing for omnichannel, as consumers and customers are increasingly aware of the power of online retail. In addition, they can experience various benefits from online retail while doing offline retail. Omnichannel will be a solution that combines strength online and offline retail into one integrated shopping experience.

“So when the shop offline start operating as usual, they can adopt omnichannel to combine offline and online sales channels to further develop the business.”

To welcome the arrival of this trend, the company does not only issue innovations in the field of omnichannel only, but also education seller about the benefits of implementing solutions omnichannel.

In addition to Blibli Offline Store and Blibli InStore, the company has released two solutions omnichannel other. Namely, Blibli Click&Collect (buy products seller in a manner online and pick up the products in the shop offline sellers to get service after-sales service) and Blibli Mitra (targeting stall and grocery store owners to sell digital products and buy merchandise at wholesale prices).

Add Restaurant Menu category

As part of its omnichannel strategy, Blibli inaugurated a new category within the BlibliMart Groceries category for ready-to-eat food and beverages, called "Restaurant Menu". In it, there is a curation of food and beverage menu choices that Blibli consumers can choose with instant delivery.

Fransisca explained, the menu had actually been started since last April by presenting literan coffee. Then curation developed into ready-to-eat dishes served by F&B entrepreneurs, ranging from micro to large scale, offering products ready-to-eat, drink, cook, and heat.

Because Blibli isn't marketplace, so seller who wish to join must go through a strict curation process before to platform E-commerce. Blibli has prepared a special team to speed up the process, while ensuring that those who join are brand principal; authorized distributors; and retailers who have experience serving customers.

In addition, business people can take advantage of Blibli's warehouse network for business expansion, without having to open a branch there. Meanwhile, Blibli has 20 warehouses in 15 major cities in Indonesia. Those who have joined currently have more than 50 brands and those who are still in the verification process are more than 100 brands.

"We use internal and external couriers Grab and Gojek. Currently, most of the business people who have joined are from Jabodetabek, Bandung, Medan, Surabaya and Denpasar.”

Since it was first launched, this menu is claimed to have received good enthusiasm from consumers. The number of orders increased by six times between April-June 2020. The most ordered dishes were noodles, meatballs, and spaghetti, for drinks there were milk coffee, earl gray tea, and chocolate.