How to dial for your basic needs

How to dial for your basic needs

JAKARTA (JP): The term virtual shopping is usually identified
with shopping on the Internet. It could, however, easily be used
for any retail activity that maximizes the exchange of
information through intangible channels. DialMart and Bebita
implement the concept using telephone lines.

DialMart's membership applications are obtained from the
company's flashy newspaper advertisements, the Internet or an
automated fax on demand. Potential members are required to
provide personal and financial information along with their bank
account or credit card to be debited.

Preferred brands and usual quantities of groceries bought are
also asked. This information is stored in the company's database
to assist customers during transactions.

Bebita's application forms are only available through Bank
Universal, its ATMs and branch offices. DialMart said it would
start taking orders on Sept. 9, Bebita on Sept. 15.

There is an annual membership fee of Rp 25,000 for Bebita and
Rp 30,000 for DialMart. Members receive a monthly catalog
containing pictures, prices and order numbers of household goods
available. Most of the items are offered in bulk.

To shop at DialMart, members only have to call the company's
shopping hot line number before their designated shopping day,
and order their commodities. The company, which is targeting
240,000 clients, claims to have 660 phone lines and 300 fax lines
ready to take orders. A company called Asiatel provides the call
center catering to these numbers.

Bebita's services are similar. Yet, as of this week, getting
through to the customer service department at DialMart took quite
some time, while Bebita's line only provided information on where
application forms can be found.

After entering the membership and PIN number, members dial the
code numbers of items they would like to buy, which is then
followed by verbal confirmation. This loop continues until the
order is finished.

At the end, a voice states the total cost and asks the
customer for payment preference. The bill is then instantly
debited from the customer's choice of payment and the customer is
be given a confirmation number. Currently, DialMart accepts debit
accounts from four banks, Visa and MasterCard. As of last week,
Bebita could only accept debit accounts from Bank Universal.

An order call to DialMart should average six minutes according
to Sahat P. Siagian, the company's commercial director.

A minimum order with DialMart is Rp 200,000 and Rp 250,00 for
Bebita. Both limit their customers' purchases to Rp 1.5 million
per order. DialMart allows more than one member per household.

DialMart's number is 21491998 and Bebita's is 21491677. (46)