Jakarta – Memutuskan berhijrah dari offline ke online dalam bisnis e-commerce idenya sederhana, yakni memperluas dan membuat lebih besar bisnis yang sudah ada. Dan di balik keputusan itu, ada cerita.
VP of Business Development Ideosource Andrias Ekoyuwono, mewakili Bhineka.com menceritakan bagaimana toko online yang dikenal menjual perangkat IT tersebut beralih ke online.
“Di tahun 1993 sudah jualan offline dan mereka memulai bisnis online pada 1999. Waktu itu orang belum jamannya berpikir bisnis online,” kata Andrias saat berbicara di D’Lab by SMDV, Menteng, Jakarta Pusat, Rabu (8/6/2016).
Sebagai investor, Ideosource sangat tertarik melihat kegigihan Bhinneka. Toko yang dulu dikenal menjual komputer tersebut selangkah lebih maju pada masanya, dengan mulai berpikir membuat toko online.
“Yang menarik adalah, mereka mulai sesuatu di mana ketika itu pengetahuan tentang online belum umum. Belum banyak orang mengerti internet marketing. Jadi boleh dibilang modal nekat. Kini mereka very strong di IT electronic dan jadi inspiring story,” paparnya.
Demikian juga Matahari Mall. Toko fisiknya yang sudah tersebar di hampir seluruh Indonesia tak membuat mereka puas dan tidak mengikuti arus zaman. Pernah gagal, tak membuat mereka kapok mencoba lagi.
“Tahun 1998 sebenarnya kita sudah ada, tapi waktu itu orang belum familiar dengan internet. Lalu 2014 mulai lagi,e-commerce,” papar Head of Fashion Matahari Mall Susan Paulina.
Dia menambahkan, ketika awal beralih ke online, nama yang diusung bukan Matahari Mall melainkan Q Mall. Pada akhirnya, nama Matahari Mall dipilih karena dinilai sudah akrab di telinga konsumen.
“Matahari Department Store sudah 56 tahun di Indonesia, orang sudah tahu begitu juga reputasinya. Jadi kita pakai Matahari Mall,” sebutnya.
Berbeda dengan Blanja.com, sejak awal kemunculannya toko ini memang sudah di ranah online. Era e-commerce menjadi sangat seksi bagi pemain baru seperti Blanja.com untuk bersaing.
“Kita baru satu tahun 4 bulan di Indonesia. Tahun lalu USD 35 juta kita achieve,” kata Head of Marketing Blanja.com Angky Pramudya.
Matahari Mall sendiri merasakan derasnya persaingan, namun hal itu justru membuat mereka bergairah. Apalagi, di tahun pertamanya, Matahari Mall memperlihatkan performa yang tidak mengecewakan.
“Dulu waktu awal-awal, target kita 1.000 transaksi per hari. Sekarang 99.000 transaksi setiap hari,” tutup Susan. (rns/asj)
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