The art of attracting customers<\/p>\n
JAKARTA (JP): Welcome to the retail battleground, but shop
\ncarefully to avoid becoming the owner of unnecessary products.<\/p>\n
Shopping wisely is not about lining up outside department
\nstores offering big sales to buy items you do not really need.
\nShopping is about buying the things you need at fair, logical
\nprices.<\/p>\n
But some people find it really hard to curb the urge to spend
\nmoney when there is such a variety of department stores,
\nsuperstores and megastores, especially when they are devise ways
\nto attract shoppers.<\/p>\n
Some people find more pleasure in shopping at the abundant
\nsupermarkets and department stores because there is no need to
\nbargain.<\/p>\n
Sales seasons come and go. In certain periods, like year-end
\nsales, shoppers make lists and swarm into retail stores offering
\ndiscounts.<\/p>\n
Interestingly, many retailers offer discounts not only in
\ncertain periods, but year round. Some shoppers return again and
\nagain to the same shopping center, spending their money on
\nanything offered therein.<\/p>\n
Although there is no data on the spending habits of shoppers
\nin Indonesia, in Jakarta retailers have seen promising changes in
\ncustomer spending. These days, more people spend their leisure
\ntime in malls and appear eager to spend their money.<\/p>\n
As a result, the country's retail sector is almost as robust
\nas it was before the financial turmoil hit Indonesia, even though
\nthe rupiah continues to depreciate.<\/p>\n
The Association of Indonesian Retailers (Aprindo) estimates
\nthat retail sales will increase by 20 percent to Rp 42 trillion
\n(some US$4 billion) this year due to continued strong consumer
\nconfidence. Last year the sector grew by 20 percent.<\/p>\n
Aprindo currently groups about 300 retailers nationwide,
\nincluding major chains Ace Hardware, Hero supermarket and
\nMatahari, Pasaraya, Ramayana and Sarinah department stores.<\/p>\n
Some of them have opened several new outlets as signs continue
\nto point to a recovery in the country's retail sector.<\/p>\n
The retail business has also played an important role in the
\nrecovery of the property sector, according to some property
\nconsultants. The demand in the retail sector has been strong,
\nwhich could be attributed to increased consumer spending, low
\ninterest rates and bank liquidity.<\/p>\n
A research company recently reported that consumer-led
\nrecovery continued its upward trend, with retail sales of fast
\nmoving consumer goods almost returning to the levels before the
\nmonetary crisis.<\/p>\n
Battle for customers<\/p>\n
Common ways used by department stores and specialty shops to
\nlure customers include storewide sales or limited discounts. The
\nstores guarantee they are offering the lowest prices.<\/p>\n
Some retailers offer cut-rate prices on products sourced
\ndirectly from suppliers rather than via the layers of middlemen
\nthat clog the distribution network and drive up prices. Therefore
\nprices can be offered at lowered rates.<\/p>\n
More and more retailers have likely followed this strategy,
\nmaking the battle even more fierce.<\/p>\n
Ace Hardware, for instance, admits that prices should be
\nconsidered based on the competition.<\/p>\n
\"We classify our products in several categories, including
\ngood, better and best which relate to prices and quality. We'll
\nconsider the prices of general products also offered by our
\ncompetitors,\" said Jani Alif Soemarto of Ace Hardware.<\/p>\n
She said the company also tried to offer unique products at
\nreasonable prices.<\/p>\n
\"We offer products which are hardly found at other stores,\"
\nshe said.<\/p>\n
Other means that Ace Hardware uses to attract customers are
\ndecoration, signs and banners.<\/p>\n
\"More customers will be attracted by good lighting, product
\narrangement, representative window displays,\" she said, adding
\nthat promotion through the mail was also a powerful strategy.<\/p>\n
A store's strategies, which include sales and limited
\ndiscounts, definitely make a difference in attracting customers
\nand convincing them to spend money. (icn)<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/the-art-of-attracting-customers-1447893297",
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"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
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