Blibli Strengthens O2O Concept Through Click&Collect Features

Blibli inaugurated the Click&Collect feature, allowing consumers to shop online at Blibli without having to wait for couriers to deliver orders to their destination addresses. This is the second feature with the O2O concept that was introduced after Blibli Instore since 2,5 years ago.

SVP Trade Partnership Consumer Electronic Group Blibli Wisnu Iskandar explained, this latest feature is here because it is based on the different ways consumers shop. Online consumers use the platform because it is to compare prices, look for promotions, and features. On the other hand, offline consumers shop because they want to see goods, trial, and holds the item to be purchased.

The current e-commerce trend is said to have entered the 4.0 point. In this era, there is collaboration between online and offline retailers to develop an omnichannel strategy, which includes O2O sales methods. As a result, consumers who use online platforms want to also experience the offline shopping experience.

"Blibli answers these needs through features Click & Collect. Consumers can shop on the Blibli website, using the payment system we provide along with various special offers. Then, they took shopping in offline stores to ensure product compatibility," he explained, Wednesday (26/6).

Conceptually, Click&Collect is expected to benefit consumers and merchant partners. Consumers can directly hold the goods they buy, ask directly for other solutions. On the one hand, retailers have the opportunity to cross and upselling, which ultimately increases business turnover and provides differentiation.

After consumers shop through Click&Collect, merchants will prepare orders within two hours. In a maximum of seven days the consumer must collect the goods. There is no return service for Click&Collect.

"In the email, consumers will receive notification of order status. When the goods are ready to be picked up, consumers can come right away. Two hours is the normal time for merchants to process an order."

Two merchants that have strategically collaborated for this feature are Alfamart and Fujishopid. System backend between these two companies has been fully integrated with Blibli, so that all stock real-time can be seen through the application.

In the initial stage, 2.900 Alfamart outlets in Greater Jakarta, Bandung, Semarang, Surabaya and Bali were connected out of a total of 14 thousand outlets throughout Indonesia.

"Our offline presence is quite strong in Indonesia, as well as Blibli in e-commerce. This means, with this feature we get new markets from online that can be worked on offline," added Head of Digital Business Alfamart Viendra Primadia.

Will close Blibli Instore

The experience offered by Click&Collect is actually similar to Blibli Instore. Consumers can shop online from devices provided by Blibli in offline stores and have become official merchants.

The benefits that consumers receive from this feature are facilities from Blibli, such as 0% installments, flexible payment methods, loyalty programs, and 24/7 customer care.

"long term [Blibli Instore] will be removed when Click&Collect has expanded its reach. Because journeyit's almost the same. But consumers have more flexibility [at Click&Collect], the challenge is how our system can be integrated with partners," said Wisnu.

He explained that this feature has been introduced since 2,5 years ago and there have been five thousand outlets that have used it. When combined with Click&Connect, O2O transactions at Blibli are claimed to have contributed 15% in total.

For Click&Collect only, from January to June 2019 it is said that they have processed 250 thousand transactions. There are 31 retailers in total, with a total of more than three thousand outlets. The categories that are accommodated are still limited, such as Grocery, electronics, and gadgets.

This year the company will expand the reach of Click&Connect to all of Java and Bali. It is targeted that it can reach 12 thousand outlets and generate 1,5 million transactions.

"Blibli has 15 categories, but there are categories that cannot enter Click&Collect such as travel. Conceptually, all goods that have a physical form will be added to this feature," he concluded.