Lack of publicity results in poor customer turnout for Great Sale<\/p>\n
Arya Abhiseka, The Jakarta Post, Jakarta<\/p>\n
Seruni, not her real name, a store attendant at Metro department
\nstore in Plaza Senayan, South Jakarta, still spends her days
\ndaydreaming or talking to fellow workers, rather than being busy
\nserving customers who want to buy items sold at her store.<\/p>\n
\"I have not been seeing any significant increase in customers'
\nattendance as a response to the Jakarta Great Sale in our store,\"
\nshe told The Jakarta Post on Monday.<\/p>\n
\"Those who come here do not come for the event, but once they
\nget here and know what the great sale is all about, then they
\nwill start to look at items sold here.<\/p>\n
\"The condition is similar to last year, when the public mostly
\ndid not know what the great sale was.\"<\/p>\n
Similar to the past organization of the Jakarta Great Sale,
\nthis year's event, which runs until July 14, is still lacking in
\na publicity campaign to bring more customers to the event.<\/p>\n
The public is still unaware that during the Jakarta Great Sale
\nthey can take advantage of discounts of up to 70 percent on
\nvarious items, offered by the city's 100 malls, supermarkets,
\nrestaurants, department stores and factory outlets.<\/p>\n
Rini, a customer at Pondok Indah Mall in South Jakarta,
\nconfirmed that she in fact did not show up at Pondok Indah Mall
\nfor the Jakarta Great Sale.<\/p>\n
\"I have to admit that I am happy the great sale is held again
\nhere, but I never actually go for it. In fact, I do not know when
\nit started and only found out recently after being informed,\" she
\nsaid.<\/p>\n
The Jakarta Great Sale was made to coincide with the city's
\n476th anniversary to boost the city's image as a shopping haven
\nfor domestic and international tourists, as inspired by the
\nsuccess story of similar events in Singapore, Malaysia and Hong
\nKong.<\/p>\n
Last year, The Jakarta chapter of the Indonesian Chamber of
\nCommerce and Industry (Kadin), which organizes the sale, said
\nthat Kadin projected the sale to secure Rp 3.7 trillion, but only
\nmanaged to reach Rp 3.5 trillion in sales revenue.<\/p>\n
Kadin said that this year, in order for the event to secure
\nmore than Rp 4 trillion (US$487.8 million) in business revenue as
\nprojected, they had assessed last year's mistakes, including
\nimproving the poor publicity campaign.<\/p>\n
Pungky Bambang Purwadi, head of Kadin's Jakarta chapter,
\nclaimed the great sale had received financial support from the
\nIndonesian Culture and Tourism Agency for a television campaign
\non CNN.<\/p>\n
However, public service announcements on television and in
\nprint media are still considered inadequate to raise awareness of
\nthe people to come and enjoy big price cuts at stores during the
\ngreat sale, leaving them still empty from the potential great
\nsale buzz.<\/p>\n
\"Yes, I like it when we are busy, because I have something
\nelse to do,\" said Seruni, as she manicured her friend's nails
\nduring a very quiet afternoon.<\/p>",
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