E-Commerce
Di Bawah Naungan Grup Salim, Begini Strategi Baru Elevenia
Jakarta, TechnoBusiness ID ● Setelah beralih kepemilikan dari PT XL Planet, perusahaan patungan (joint venture) antara PT XL Axiata Tbk., operator telekomunikasi seluler Indonesia, dan SK Planet Global Holdings Pte. Ltd., anak perusahaan SK Telecom asal Korea Selatan, ke Grup Salim melalui PT Jaya Kencana Mulia Lestari dan Superb Premium Pte. Ltd., kini Elevenia Indonesia bertekad menunjukkan kekuatannya kembali.
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Dalam perayaan ulang tahun yang keempat di Jakarta, Rabu (14/3), manajemen Elevenia menyebutkan ada lima strategi yang akan diterapkan dalam mendongkrak kinerjanya ke depan. Kelima strategi itu antara lain:
Pertama, E-Mart, merupakan kolaborasi Elevenia dengan Pop Store, fitur layanan besutan Pop Box. Fitur itu memudahkan konsumen dalam berbelanja dengan harga grosir dan gratis ongkos kirim pada hari yang sama (same day delivery) di wilayah Jadetabek.
Suasana perayaaan ulang tahun Elevenia.
Kedua, Indo Paket, yaitu layanan logistik drop dan ambil paket di jaringan minimarket Indomaret sesuai pilihan konsumen. Ketiga, Tripple Excitement, hadiah belanja gratis selama satu tahun penuh untuk 11 member yang beruntung.
Keempat, OttoPay, pembayaran digital baru yang terkoneksi dengan semua bank di Indonesia. Kelima, kerja sama sponsorship dengan klub sepakbola Bali United. Selain meningkatkan brand awareness, sponsorship itu juga untuk membantu klub memasarkan tiket dan merchandise-nya.
CEO Elevenia Indonesia Sugiharto Darmakusuma mengibaratkan e-commerce seperti dunia maraton. Artinya, bukan sekadar kecepatan yang dibutuhkan, tapi juga daya tahan untuk bisa mencapai tujuan. “Inilah yang menjadi fokus kami saat ini. Kami menginginkan pertumbuhan yang stabil dan kelangsungan hidup perusahaan jangka panjang,” ungkapnya.
Elevenia juga tidak lagi menggelontorkan dana besar untuk menyubsidi diskon semata, tapi lebih mementingkan penguatan merek, memastikan akuisisi penjualan online secara profesional, seleksi produk yang lengkap, promo yang inovatif dalam bentuk gamification, dan layanan baru yang relevan bagi konsumen.
Tidak hanya itu, Chief Sales and Marketing Officer Elevenia Indonesia Edward Kilian menyatakan, Elevenia juga akan merangkul 93% penjual individu. Mereka akan diberikan jaminan Asuransi Jaga Diri dengan santunan Rp25 juta bagi yang meninggal karena kecelakaan dan Rp2,5 juta bagi yang masuk rumah sakit akibat kecelakaan.
Perubahan strategi itu kemudian diperkuat dengan perubahan slogan dari “Klik Cari Hepi” menjadi “Yang Kamu Cari, Ada!”. Kentara sekali dengan slogan baru itu Elevenia ingin menegaskan bahwa di marketplace tersebut semua ada.
“Kami yakin dengan program dan kampanye baru yang kami usung, Elevenia bisa menjadi platform pilihan bagi semua orang dan terus tumbuh secara jangka panjang,” ujarnya menjelaskan.
Elevenia masuk ke pasar e-commerce Indonesia sejak 11 Maret 2014 dengan modal hasil patungan antara XL dan SK Planet sebesar US$18,3 juta secara berimbang. Kedua perusahaan mundur dari ranah e-commerce Tanah Air lantaran marketplace tersebut tak kunjung menguntungkan. Hingga akhirnya, per 23 Agustus 2017, Elevenia berpindah kepemilikan ke Grup Salim.●
—Purjono Agus Suhendro, TechnoBusiness ID ● Foto-Foto: Elevenia
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