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Digitalisasi Kartu Pelanggan, Metroxgroup Gandeng TADA

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Digitalisasi kartu loyalitas pelanggan sebagai awal Metroxgroup memperkuat bisnis online-nya.

Jakarta, TechnoBusiness ID Menyadari bahwa era teknologi tidak bisa dibendung lagi, maka Metroxgroup, grup ritel gaya hidup yang didirikan sejak 2004, memutuskan untuk menghentikan penggunaan kartu member Metrox Exclusive Card (ME Card) konvensionalnya.

Sebagai gantinya, pengelola merek Keds, Mezzo, Wakai, Paul Frank, PRO-Keds, Speery, Stod, The Little Things She Needs, dan lain sebagainya itu menawarkan ME Card berbentuk digital kepada para pelanggan.

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Menurut Erisa Putriyanita, Senior Marketing Manager Metroxgroup, sejak diluncurkan pada 2015 hingga saat ini program loyalitas pelanggan Metroxgroup sudah diikuti oleh lebih dari 30.000 member.

“Kini, kartu ME Card fisik tidak dapat dipakai lagi. Kartu lama diganti dengan versi digital,” kata Erisa dalam konferensi pers di Jakarta, Kamis (20/6). “Pengguna cukup meng-update-nya menjadi digital di 150 gerai kami.”

Untuk mengakomodasi proses digitalisasi, Metroxgroup menggandeng perusahaan penyedia platform advocacy dan engagement pelanggan, TADA. “Kami memilih TADA karena sudah berpengalaman dalam hal mendigitalkan program loyalitas pelanggan,” jelas Erisa.

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Sejak didirikan pada 2012, TADA sudah membantu 500-an merek di berbagai industri, seperti perbankan, asuransi, otomotif, konstruksi, kuliner, fesyen, hotel, dan lain sebagainya.

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Dengan menggunakan teknologi TADA, kata Fashion Division Head TADA Devicca Atmadja, anggota program loyalitas pelanggan akan lebih mudah memperoleh benefit dari perusahaan atau merchant.

Sebagai contoh, jika dulu pelanggan harus membawa ME Card fisik untuk menikmati benefit dari gerai-gerai Metroxgroup, sekarang sudah tidak lagi. “Pengguna cukup menunjukkan aplikasi TADA saat berbelanja,” jelas Devicca.

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Aplikasi itu juga berguna untuk mengecek jumlah poin yang dimiliki pelanggan secara real-time atau reward-reward Metroxgroup lainnya.

JEFFREY BAHAR
Group Deputy CEO Spire Research and Consulting

Langkah digitalisasi kartu pelanggan Metroxgroup tersebut dinilai tepat. Jeffrey Bahar, Group Deputy CEO Spire Research and Consulting, perusahaan riset dan konsultasi bisnis yang berpusat di Tokyo, Jepang, menyatakan itu sebagai langkah maju dari perusahaan ritel di Tanah Air.

“Seperti yang kita tahu, pengguna smartphone semakin banyak. Karena itu, mendigitalkan kartu loyalitas pelanggan menjadi perlu. Sebab, itu memudahkan peritel dalam memberi promo dan mengelola benefit pelanggan,” kata Jeffrey.

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Di sisi lain, juga mempermudah pengguna dalam mengetahui program-program promo yang sedang berlangsung, mengecek poin-poin reward yang mereka peroleh, dan lain sebagainya.

Bahkan, kata Jeffrey, penjualan ritel dimungkinkan akan tumbuh lebih baik dibanding sebelumnya karena biasanya teknologi aplikasi juga memiliki fitur pembelian secara online.

Tak dimungkiri, manajemen Metroxgroup memikirkan hal itu. Digitalisasi ME Card tersebut, kata Erisa, memang merupakan langkah awal perusahaan dalam memasuki bisnis online. “Ke depan, kami akan memperkuat bisnis online kami,” ujarnya.

—Purjono Agus Suhendro, TechnoBusiness ID ● Foto: Metroxgroup

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