Blibli Expands Offline Outlets for Omnichannel Strategy

Blibli continues to expand its ecosystem omnichannel-it's through the store offline. It is targeted that by 2024, the company will have up to 300 outlets. This step will be achieved by cooperating with more brand, especially to sell gadgets such as mobile phones, and build it yourself (independently).

"We are very optimistic that we will open 300 stores in 2024. This is a serious plan if we have 300, we will be the second largest in Indonesia. The number one is we know who [Erajaya] is," said EVP of Consumer Electronics Blibli Wisnu Iskandar during Blibli's 11th anniversary celebration, Monday (26/7).

As is known, Blibli is aggressively entering the realm of offline to realize the strategy omnichannel which has been running since 2016, is marked by the presence of Blibli Instore. As for the store launch offline itself is carried out through Blibli's subsidiary, PT Global Teknologi Niaga (GTN).

In the store offline owned by Blibli, including the Blibli Store (gadget and electronics store), Blibli Mart (minimart), Swap-Add outlets, and Samsung Experience Store. Especially for the last one, Blibli will add a partnership with gadget brands others, one of them with Xiaomi. This strategy is similar to that carried out by Erajaya, which collaborates with iPhone (iBox), Samsung and Huawei, through its subsidiaries.

Currently outlet offline Blibli has spread to 87 points in Greater Jakarta and major cities on the islands of Java, Medan and Makassar since it launched last year. Wisnu said that by the end of 2022, the company targets to have 160 outlets. Cities in Sumatra and Kalimantan are included in the next list that is ready to be visited.

Especially at the Blibli Store, he continued, visitors can get various promotions to services aftersales such as warranty damage. In the near future, there will be a guarantee buyback for purchasing certain gadgets from brands and valid for products flagship (premium) only.

"Not all" brand we entertain. There are two brand what we do and only for the product flagship due to sets the price is a bit difficult, there must be forecast price. After all, because this is a new feature, it will be more convenient for premium items first [as a first step].”

Blibli's strength in gadgets and electronics products since its inception has made it convenient for the company to launch various features that make it easier for consumers. Even more as a technology company, the process of adopting technology from digital to offline will be smoother when implementing solutions omnichannel.

“Our focus is on developing technology, that's why we release many features such as Click&Collect for omnichannel. Second, because we are consumer centric, we plant sales here must have product knowledge the good one."

Especially for Blibli Mart, so far there is only one location located at Blibli's head office in Sarana Jaya Building, Central Jakarta. The inauguration of this outlet was carried out in early 2020, adopting the concept of no cashier (cashierless) and non-cash payments (cashless).

The category of daily goods and electronics, is the largest revenue contributor in Blibli as a whole, especially since the pandemic. Especially for electronic goods, it was recorded that it grew twice in 2020 compared to the previous year. Then, in the first semester of 2022, it grew to 60% year-on-year.

Strategy omnichannel

On the same occasion, it was also conveyed by SVP O2O Blibli David Michum that solution omnichannel is the future for the industry E-commerce because it creates a flexibility for consumers to shop online online nor offline. “The key for us is to maintain consumer trust by cooperating with seller partners trusted to keep consumers happy," he said.

Since 2016, entering omnichannel through Blibli InStore, this feature allows consumers to shop online from devices provided by Blibli at offline stores that have become official merchants. The benefits that consumers receive are a variety of payment options from Blibli, such as 0% installments, flexible payment methods, loyalty programs, and customer care 24/7.

Two years later, released Click&Collect which allows consumers to shop online at Blibli without having to wait for couriers to deliver orders to their destination addresses. This feature combines two consumer habits when shopping on online and online platforms. Online consumers use the platform to compare prices, look for promotions and features. On the other hand, offline consumers shop because they want to see the goods, trial, and hold the goods to be purchased.

Past supermarket chain acquisition under PT Supra Boga Lestari, also added to the distribution of Click & Collect points in Blibli. The Bliblimart ecosystem has now been integrated with more than 60 outlets belonging to the Ranch Market Group and the Ranch Market Official Store. Consumer needs for daily needs, ranging from fresh products, fresh food, to the needs of mothers and children, can be met.

To date, Blibli has recorded more than 9,500 Blibli InStore merchants, 12,000 Click&Collect pick up points, and Blibli Mitra who have provided integrated digital business solutions for more than 100 thousand partners in 34 provinces. Apart from that, the company also offers added value, such as a guarantee of 100% original products, 2-hour delivery, trade-in, and insurance to provide customer satisfaction.