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)