“Priority Users” Program Could Be Bukalapak's Effective Step To Increase Loyal Customer Traction

Bukalapak launched a new program for its loyal customers. The program is dubbed "Priority Buyer", which is a monthly subscription program to get some premium services. User Bukalapak can pay a certain nominal (at this promo period IDR 50.000) to get priority access to his account. Users who have sufficient BukaDompet balance can make the Priority Buyer subscription automatically renew.

foresight top 10 e-commerce players in Indonesia

The challenge for online retail startups like Bukalapak is how they maintain customer traction, when other players are 'in the ranks' top players' continue to pursue consumer acquisition. Maybe before the term "burning money" quite popular among well-funded startups –most sectors E-commerce—by providing incentives in the form of discounts or other promos to consumers. However, when all players have large funds, strategy needs to be considered, not only focused on one-time-purchase consumer but more loyal consumers.

The Priority Buyer Program at Bukalapak provides added value to customers, one of which is providing shipping discounts of up to 10x in one month through logistics partners owned by Bukalapak. In addition, customers who have a VIP label on their profile are also linked to get faster customer handling (CS).

According to data compiled by iPrice, Bukalapak is one of the top 10 e-commerce players in Indonesia which dominates usage by buyers, seen from the ranking site visits, application installations, and search frequency by consumers. With such fierce competition, unique value in services is required. Because basically all services offer products or service variants that are almost the same.

Bukalapak in 2018

Holds the title "unicorn", Bukalapak is planning many agendas this year. One of the priorities is the development of a research center that will be placed in the Bandung area. In this R&D building we will develop the latest technologies such as AI, Machine Learning, Blockchain, to delivery drones, so that it can be implemented on the platform.

From the report that was submitted by the CEO of Bukalapak in an opportunity, said that this year, Bukalapak managed to record more than 320 thousand transactions, which were accommodated by 2,2 million pelapak. Throughout 2017, Bukalapak recorded an increase in transactions between three and four times compared to the previous year with 35 million users (monthly active users/WANT TO). From this figure, it can be interpreted that around 30% of Indonesian netizens who are online have opened the Bukalapak site in a month.