Blibli Optimism Enters the Offline Realm Through BlibliMart

Last week (28/1) Blibli inaugurated the BlibliMart offline store, an effort to strengthen its position as online superstores by strengthening strategy omnichannel. The company's strong reason to enter this realm is none other than to win market competition in the retail industry.

To DailySocial, SVP of Trade Partnership Blibli Francisca Krisantia Nugraha explained, consumers in the retail market are dominated by millennials who are used to shopping and transacting online online. cashless.

A Nielsen study showed that the number of consumers who shopped online increased by 29% in 2018 compared to the previous two years. The majority of these consumers are dominated by millennials. Leaving a minority segment that chooses not to shop online.

This emptiness is translated by Blibli by releasing the BlibliMart offline store, in order to reach all types of consumers. At the same time complete the strategy omnichannel  Blibli to be more comprehensive end-to-end, confirm yourself as online superstores can win the market competition in the retail industry.

"Strategy implementation omnichannel which synergizes online and offline channels is becoming increasingly important for retail companies to implement in the future, it is important to respond to changes in consumer behavior," said Francisca.

"Having online and offline sales channels is important to provide all their needs anytime and anywhere," he continued.

Before plunging into offline stores, Blibli has so far expanded its presence omnichannel through new retail concepts, such as features Click & Collect which was officially released last year.

The inaugural BlibliMart store is located in Jakarta, precisely at the Sarana Jaya Building, Central Jakarta with operating hours from 8 am to 6 pm. Here do not accept cash payments alias cashless and cashierless.

Fully supported by GoPay as the payment method. Just Scan & Go using the Blibli app to scan Barcode the price on the product packaging. Then pay for the entire shopping cart with GoPay.

BlibliMart itself is a category groceries at Blibli which has been present since 2018. This category is the second strongest, after electronic products, in terms of order level and GMV.

There are eight sub categories that are sold in the application, ranging from beverages, snacks, household care, body skin care, mother and child needs, frozen food and fresh food.

However, in the offline store, there are additional products tailored to customer needs such as health and beauty products, Galeri Indonesia, children's toys, automotive, electronic accessories, and gadgets. This means that more than half of the categories in the Blibli application, go to the offline store.

Francisca insists the company will not release a separate app. Because BlibliMart is a service that is integrated into the Blibli ecosystem. It utilizes the entire physical infrastructure, IT systems and features in the application, including warehouses, fleet Blibli Express Service to support fast same day delivery.

"This entire ecosystem is important in supporting the operation and development of BlibliMart."

He is not yet willing to provide further explanation of the next location that will be chosen for his offline store.

It is believed that the order level at BlibliMart can triple and GMV will increase by 2,5 times this year. This target is also supported by the expansion of the number of products worth doubling. Last year, BlibliMart recorded an order growth of 313% and GMV 227%. Growth was supported by a 300% increase in product volume.

Next development for BlibliMart

The BlibliMart offline store is part of BlibliMart's strategy for this year which synergizes three main approaches. The three are strengthening supply chain management, providing innovative services according to customer needs and expanding presence omnichannel with a new retail concept.

When translated more deeply, all three are answered with three business steps. First, strengthen supply chain management by strengthening relationships with FMCG companies and bringing products closer to customers. Francisca said that this year Blibli will increase its warehouse to 21 units, as well as hub and mobile hubs to 43 units to speed up delivery.

Second, presenting innovative features that meet customer needs, for example releasing an automatic delivery feature for customers. It is planned that in the first quarter of this year, all Blibli warehouses in Jabodetabek will offer this service. Then, the product subscription feature will be released at the same period.

Lastly, expanding presence omnichannel through a new retail concept that has been answered by the release of Click & Collect and the BlibliMart offline store.