Smart shopping trend drives consumers to prioritise value

Changes in consumer behaviour are driving the smart shopping trend, a more planned spending pattern that prioritises the overall value of a purchase through product quality, competitive pricing, and various additional benefits. General Manager of PT Karawang Outlet Mall Yanti Oktaviani said consumers are no longer solely focused on the size of discounts, but also consider product quality, long-term benefits, and the shopping experience gained from each transaction. “We want customers to go home feeling that every rupiah they spent truly provided value. Not just because they got original products at more affordable prices, but also because of a comfortable shopping experience and various additional benefits they can enjoy,” Yanti said in a written statement received in Jakarta on Thursday. According to her, the smart shopping concept can be applied by prioritising quality products for greater durability, planning shopping times to take advantage of various promotional programmes, and choosing shopping destinations that make it easy to compare different brands in one location. As one of Indonesia’s outlet malls, The Grand Outlet Karawang carries the concept of ‘Branded, Original, Affordable’ by presenting more than 150 international and local brands through official stores, accompanied by discounts of up to 80 per cent every day. Yanti said the presence of various brands in one location also makes it easier for visitors to compare products while managing their shopping budget. In addition, visitors can obtain various additional benefits, such as shopping vouchers through cashback programmes and loyalty programmes that run throughout the year. In celebration of its second anniversary, The Grand Outlet Karawang is holding a series of promotional programmes from July to August 2026, including a ‘serba dua’ themed offer, a GRAND Friday programme on 28-30 August, and a grand prize draw for a Volvo XC60 MHEV worth Rp1 billion on 2 August as part of the GRAND Lucky Draw programme. She expressed hope that these various programmes can provide added value for consumers who are increasingly discerning in their shopping decisions. According to Yanti, smart shopping decisions are ultimately determined not only by the size of the discount, but also by product quality, the benefits obtained, and a shopping experience that can deliver more value to consumers.