Strengthening Retail Ecosystem, Three Business Lines Interconnected
JOYSPARKS Group is strengthening its retail business by building an ecosystem that connects STAR Department Store, Happy Harvest Supermarket, and its newest line, Lintas Bookstore. The integration of these three business lines is aimed at creating a more connected shopping experience while strengthening customer loyalty amid changing consumer behaviour.
Finance Director of Joysparks Group, Deddy Wongso, said the company does not want the three business lines to operate separately, but rather to be interconnected within one ecosystem. This new identity marks the company’s transformation from a manager of several retail brands into a group with an integrated business ecosystem.
“This is not just a collection of several business lines, but we want these three business units to be connected through one ecosystem,” said Deddy at the launch of the Joysparks Group identity at Harris Summarecon Serpong.
He explained that the three business lines complement each other, ranging from primary needs, fashion and lifestyle, to literacy and lifestyle needs.
“Through an integrated loyalty system, consumers who transact at one business unit can obtain benefits across the entire Joysparks ecosystem,” he said.
Deddy added that physical stores still have room to grow amid changing consumer behaviour, but must be supported by more relevant experiences.
“Besides visiting the store in person, consumers can also make purchases through digital communication with sales assistants,” he said.
Department Store Director of STAR Department Store, Lidya Kartawidjaja, said STAR is the initial foundation of Joysparks’ retail business, which has been operating since 13 December 2007.
“STAR targets middle-class consumers with a concept that is accessible, welcoming, and relevant to the surrounding community,” said Lidya.
She explained that STAR now not only relies on consignment brands but is also developing private brands to answer unmet market needs.
“Customers come to the mall not like before, just to look for goods, shop, and go home. Now they want to shop with an experience,” she said.
STAR is also developing various community activities such as STAR Ladies’ Day, flower arranging classes, and children’s competitions.
STAR operates at Summarecon Mall Serpong, Summarecon Mall Bekasi, and Summarecon Mall Bandung with a total area of approximately 30,000 square metres. The company is also preparing expansion to Bogor Great Mall.
Supermarket Director of Happy Harvest, Meshvara Kanjaya, said retail competition cannot rely solely on low prices.
“If we only sell with discounts, discounts, discounts, how low can you go? We have to think creatively to make customers shop beyond discount, beyond just the products,” she said.
Happy Harvest, which began operations in January 2024, carries the concept of Freshness Everyday with a focus on fresh products, local products, and community activities.
She mentioned several programmes such as the children’s chess community, KoMuNu (Koki Muda Nusantara), as well as fruit auction activities and TTM (Tebak Tebus Murah).
On the other hand, Happy Harvest also relies on local products such as Nusantara coffee that can be ground according to customer needs.
“In addition, we also use Electronic Shelf Labels (ESL) to ensure prices on the shelf and at the cashier remain consistent,” said Meshvara.
Currently, Happy Harvest operates in four locations with a total area of approximately 9,000 square metres and will be expanded to Bogor Great Mall, Summarecon Crown Gading, Summarecon Tangerang, and The Hood Summarecon Serpong.
Bookstore Director of Lintas Bookstore, Andi Yuktipada, said Lintas will become part of the Joysparks retail ecosystem with a concept different from conventional bookstores.
“Lintas Bookstore is not really being abandoned. Bookstores are just changing form,” said Andi.
Lintas carries the philosophy of A Home for Curious Minds with a concept that combines books, community, and lifestyle.
The outlet will feature local and international books, vinyl, stationery, lifestyle products, wine, as well as a cafe and restaurant area.
Lintas Bookstore is scheduled to open its first outlet at Summarecon Mall Kelapa Gading at the end of 2026, followed by The Hood Summarecon Serpong in the first quarter of 2027.
Joysparks Group currently manages 10 outlets from three business units spread across Jakarta, Tangerang, Bekasi, Bandung, Bogor, and Makassar.
The company is also preparing further expansion over the next two to three years through strengthening the STAR, Happy Harvest, and Lintas Bookstore networks.
Through the integration of products, experiences, communities, technology, and loyalty systems, Joysparks hopes to strengthen customer attachment to physical stores amid changes in the retail industry.