Baba Rafi to link TikTok Go, WhatsApp orders to sales system

The company plans to connect stock and promotion updates within a year.

Baba Rafi Enterprise is seeking to bring orders from TikTok Go and WhatsApp into its central sales system as the Indonesian food franchise works to track transactions across stores, delivery services, social media, and online marketplaces.

"Connecting every sales channel more closely will help us serve customers better and give our teams more reliable information to make decisions," Baba Rafi founder and CEO Hendy Setiono told Retail Asia.

Baba Rafi uses a central point-of-sale system to record transactions across its outlets, with procedures covering walk-in orders, deliveries, and voucher redemptions. The company is now looking to bring orders handled through TikTok Go and WhatsApp into central sales reporting more consistently.

Customers placing individual orders are usually directed to delivery services or digital vouchers, whilst customer service staff handle bigger and catering orders. Setiono said integrating data from store, online, social media, and marketplace transactions would make the process more seamless for both customers and the business.

Baba Rafi plans to connect stock and promotion updates across its sales channels within the next year, he added, so customers can more easily find the products and offers available at their chosen outlets.

The company also adjusts prices to account for delivery app commissions and promotion costs, whilst continuing to prioritise direct outlet sales alongside its digital channels.

Regional differences pose another consideration. Logistics costs and selling prices vary between Java and other parts of Indonesia. Baba Rafi uses the same national promotions but adjusts their budgets and terms to local costs and prices, Setiono said.