Telkomsel, through its Telkomsel Enterprise business unit, has\nintroduced a data-based retail media approach that connects digital\nactivity with offline consumer actions. Through the DigiAds solution\nintegrated with Rich Communication Services (RCS), the DigiPOS network,\nand a closed-loop measurement system, Telkomsel Enterprise helps\nbusinesses gain more comprehensive visibility into the effectiveness of\ntheir marketing campaigns.<\/p>\n
This approach allows consumers to receive more relevant\ncommunications based on audience segmentation and location, and then be\ndirected to the nearest verifiable activation point. Businesses can\ntherefore gain fuller visibility of the consumer journey, from digital\ninteraction to real-world actions.<\/p>\n
One implementation of this approach was carried out with Rinso\n(Unilever Indonesia). For Rinso, West Java is a region with significant\ngrowth opportunities, but product availability in traditional markets\nremains uneven.<\/p>\n
This situation reflects a challenge faced by many FMCG brands:\nbuilding consumer demand in regions where distribution is not yet\noptimal, without relying entirely on physical expansion, which requires\nconsiderable time and investment.<\/p>\n
Telkomsel\u2019s VP of Corporate Innovation, Sustainability, Marketing,\nand Digital Advertising, Mia Melinda, said that to help address this\nchallenge, Telkomsel Enterprise, through DigiAds, leverages first-party\naudience insights, location, behavioural and category affinity data to\nidentify the most relevant consumer groups.<\/p>\n
Consumers meeting the criteria then receive invitations via RCS to\nredeem product samples at warung (small retail stalls) within the\nDigiPOS ecosystem, thereby connecting digital marketing activity with\nverifiable offline consumer interactions.<\/p>\n
\u201cThis collaboration demonstrates that data and digital capabilities\ncan be used to help customers solve real business challenges. Our focus\nis not merely on reaching audiences, but on collaborating to create\nmeasurable business impact,\u201d she said in a written statement on Tuesday\n(15 September 2026).<\/p>\n
\u201cThis time, we helped Rinso penetrate traditional markets in West\nJava by turning warung into digital shopfronts. With the spirit of\nServing with a Whole Heart, which we embody through our #PastiAdaSolusi\n(There Must Be a Solution) commitment, we deliver an approach that\nproduces tangible business outcomes,\u201d Mia added.<\/p>\n
Through this implementation, more than 20,000 consumers tried Rinso\nproducts at DigiPOS warung. The campaign also contributed to a 27%\nincrease in General Trade sales in West Java.<\/p>\n
In addition, the campaign generated a 100% purchase intent rate among\nconsumers who tried the samples, as well as a Cost Per Acquisition (CPA)\n29% lower than the benchmark for comparable FMCG campaigns.<\/p>\n
\u201cThe success of this implementation shows how data-driven marketing\nsolutions no longer stop at impressions or engagement, but can help\nbusinesses understand marketing impact all the way to the point of\nconversion. For Telkomsel Enterprise, this approach strengthens the\ncompany\u2019s role as a business solution provider, helping customers\nconnect data, technology and marketing activity into more measurable\nbusiness outcomes,\u201d she concluded.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/telkomsel-launches-data-driven-solution-to-market-products-1789480358", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }