Jakarta Great Sale campaign has few enthusiasts<\/p>\n
JAKARTA (JP): Aiming to become as successful as the annual
\nevent in Singapore, the one-month Jakarta Great Sale has turned
\nout to be a dud as it did not significantly affect the number of
\nvisitors or boost revenue for mall vendors.<\/p>\n
The Jakarta Great Sale has been held in 17 shopping malls
\nacross the city since it began on June 14 and it will end on
\nSaturday. But the event will be officially closed on July 19 by
\nGovernor Sutiyoso at Mal Kelapa Gading in North Jakarta.<\/p>\n
This has actually been the eighth time the promotion was held,
\nbut it was called the Jakarta Great Sale for the first time this
\nyear. It was previously called the Discount Fair or Shopping
\nFestival.<\/p>\n
The event was a joint effort between the Indonesian Chamber of
\nCommerce and Industry (Kadin), with PT Sarinah, Panorama
\nCommunication, the Association of Indonesian Shopping Center
\nOperators (APPBI), the Association of Garment and Accessories
\nSuppliers (APGAI), the Association of Indonesian Retailers
\n(Aprindo) and the Association of Indonesian Direct Sellers
\n(APLI).<\/p>\n
However, the event has failed to generate a significant
\nincrease in the number of visitors or revenue during the sale.<\/p>\n
Marketing Communication manager of Supermal Karawaci in
\nTangerang G.E. Jannywati said on Wednesday that the number of
\nvisitors coming to the mall had increased three times from 30,000
\nto 90,000 a day over the past week.<\/p>\n
\"But I guess that's not because of the event, but because of
\nschool holidays,\" she said.<\/p>\n
Agustin Ayuningtyas, the marketing division head of Pasar
\nFestival in Kuningan, South Jakarta, said that there had been no
\nsignificant increase in the number of visitors nor revenue during
\nthe event.<\/p>\n
But according to Agustin, the school holidays was the reason.<\/p>\n
\"Many parents took time off from work so that they could go
\nout of town with their children to spend their holidays,\" she
\nsaid.<\/p>\n
The event also seems to have lacked in promotion as many
\npeople had no idea about the event.<\/p>\n
A woman visiting Supermal Karawaci on Wednesday said that she
\nwent to the mall every weekend with her children.<\/p>\n
\"Great Sale? Oh, I thought the mall was having just a regular
\nsale,\" she said.<\/p>\n
According to the managing director of Panorama, Rocky B.
\nKalalo, the problems were a result of a lack of preparation in
\norganizing the event.<\/p>\n
\"Kadin appointed us as the organizer only two months before it
\n(the event) happened,\" he said on Wednesday.<\/p>\n
Another problem, he said, was the lack of help from the
\ngovernment, or in this case the city administration.<\/p>\n
\"Not one single penny came from the government. They should
\nhave given the malls a tax break, so that they wouldn't have had
\nany losses from giving discounts,\" Rocky said.<\/p>\n
As a result, he added, several malls such as Plaza Senayan in
\nCentral Jakarta and Mal Pondok Indah in South Jakarta refused to
\njoin the Jakarta Great Sale.<\/p>\n
\"Some malls who took part in this event had to mark up the
\nprices first before giving discounts. If not, they would have
\nlost out,\" Rocky said.<\/p>\n
Corporate secretary of PT Sarinah Yesaya Christian Oenas said
\nthat Sarinah, located on Jl. M.H. Thamrin in Central Jakarta,
\nenjoyed a 10 percent to 15 percent revenue hike.<\/p>\n
However, he said, they had to spend extra money on promoting
\nthe sale, especially because his company sponsored the event.<\/p>\n
\"We could have at least gotten a tax break for the banners.
\nBut they wouldn't give us one. The city administration was too
\nafraid it would lose revenue. It doesn't have any business
\nperspective,\" he said.<\/p>\n
\"If mall owners had been exempt (from the taxes), the event
\nwould have been more lively,\" he added.<\/p>\n
Rocky said the executives in city administration did not give
\ntheir full support to the sale.<\/p>\n
\"Unfortunately, their subordinates in the field did not
\nconduct this event properly. They even tried to make money out of
\nit,\" he said.<\/p>\n
\"Hopefully next year, the event will be better organized and
\nhave more support,\" Rocky said.(hdn)<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/jakarta-great-sale-campaign-has-few-enthusiasts-1447893297",
"image": ""
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"sponsor_url": "https:\/\/okusiassociates.com"
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