PT ABC President Indonesia touts retail with personalised digital campaign

COO Dwi Hatmadji showcases successful Gen Z and millennial engagement strategy at Retail Asia Forum 2024

INSIGHTS shared by Dwi Hatmadji, COO of PT ABC President Indonesia, at the Retail Asia Forum 2024 in Jakarta last 16 May were genuinely an eye-opener. In discussing the crucial roles of consumers and technology in Indonesian retail, he presented a detailed case study showcasing a successful campaign that leveraged personalised digital interactions to boost sales.

Hatmadji began by identifying the primary forces driving changes in Indonesia’s retail sector: consumers and technology. He highlighted the diverse generational landscape, from Generation Alpha to the Silent Generation, with a particular focus on Millennials and Gen Zs.

“Globally, millennials and Gen Z comprise about 26% of the population, or approximately 2 billion people. In the Asia Pacific, this group makes up about 22%, or around 1 billion people,” Hatmadji noted. “In Indonesia, Millennials and Gen Z represent 28% of the population, roughly 75 million people, making it a substantial market ready to be activated in retail.”

He explained that technology influences consumer behaviour differently across regions, with varying adoption rates presenting both challenges and opportunities for retailers.

In this regard, Hatmadji shared insights on innovative retail technologies, such as Amazon Go’s “Just Walk Out Technology,” and how similar concepts are rapidly advancing in Asia. “In Shanghai, stores are already implementing this technology, and Singapore's Marina Bay Sands has a 7-Eleven with Scan & Go,” he said.

Personalising retail experiences

A centrepiece of Hatmadji’s presentation was a case study from PT ABC President Indonesia that demonstrated the power of blending technology with localised consumer engagement.

During the pandemic, the company collaborated with the popular Korean band NCT to launch a campaign targeting Gen Zs and millennials.

“We used humanised technology, integrating a unique code system that generated up to 100 million permutations for product purchases,” Hatmadji explained. “Consumers could enter these codes online for a chance to win trips to Korea or participate in exclusive online games. 

The campaign also featured personalised e-cards and language courses, tapping into the K-pop craze and leveraging big data solutions from retail partner Alfamart.

“The response was phenomenal. Engagement was very high, and we saw double-digit sales growth during the pandemic,” Hatmadji said. “Our brand health ranking peaked, and our retail partners were thrilled with the increased traffic and social media buzz.”

Adapting retail strategies

Hatmadji also played up the importance of adapting technology to local contexts whilst maintaining consumer data privacy.

“Consumer and technology will continue to shape retail, and safeguarding personal data is crucial,” he stressed. He highlighted the shift from physical loyalty cards to digital apps and the need for retailers to invest more in creating memorable experiences rather than just focusing on transactions.

In conclusion, Hatmadji underscored the importance of embracing omnichannel strategies. “Consumers don’t care if they buy online or offline. It’s about providing a seamless experience across both channels,” he said.

He acknowledged the challenges of integrating AI and machine learning into retail but emphasised its necessity for keeping pace with market demands.