TechnoBusiness Tips
Tips agar Merek Sukses di Gelaran Pesta Diskon
Anda bingung memengaruhi konsumen dalam gelaran pesta diskon? Berikut ini tips suksesnya.
Jakarta, TechnoBusiness Tips ● Hari-hari biasa saja merek-merek harus bersaing ketat demi mendapatkan pangsa pasar yang lebih besar dibanding kompetitor.
Apalagi pada musim gelaran pesta diskon semacam Black Friday di Amerika Serikat, Single Day di China, atau Hari Belanja Online Nasional di Indonesia, yang tentu persaingannya jauh lebih ketat.
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Nah, pada konferensi bertajuk “Engaging User on Digital” yang digelar Adjust dan Insider di Jakarta, Selasa (25/9), Direktur Regional Indonesia dan Filipina Insider Joe Harahap berbagi tips agar sebuah merek memenangi persaingan dalam gelaran pesta diskon.
Namanya pesta diskon, pasti semua merek berlomba-lomba memberikan diskon. Karena serupa, pemilik merek sering kali kesulitan menciptakan diferensiasinya.
Seperti kita ketahui, namanya pesta diskon, pasti semua merek berlomba-lomba memberikan diskon yang lebih besar sehingga menarik konsumen. Karena serupa, pemilik merek sering kali kesulitan menciptakan diferensiasinya.
Sebagai contoh saat Harbolnas pada 12 Desember tahun lalu, yang membukukan transaksi Rp6,8 triliun, diwarnai promo gila-gilaan. Konsumennya, 15%-nya bertransaksi menggunakan dompet digital (e-wallet), kebanyakan milenial.
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“Banyak tantangan yang dihadapi pengiklan di event besar tersebut,” kata Joe. Tantangan-tantangan itu, misalnya rentang perhatian (attention span) konsumen yang sangat singkat serta membludaknya promo dan jumlah produk.
Tidak hanya itu, transaksi yang terjadi juga berasal dari banyak saluran, dan kebanyakan konsumen mempunyai tipikal sekali membeli (one time buyer)—misalnya saat gelaran pesta diskon saja.
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Simak berita-berita kami dalam bentuk video di YouTube dengan kanal TechnoBusiness TV. Jangan lupa berikan atensi Anda dengan “like, comment, share, dan subscribe“.
Tips untuk mengatasinya
Untuk mengatasi tantangan itu, Joe mengatakan: “Setelah pengguna memasang aplikasi, Anda perlu menentukan segmentasi mereka dengan benar.”
Anda harus memahami apakah mereka konsumen pertama, dari wilayah tertentu, touchpoint tertentu, dan lain-lain.
Setelah itu, Anda harus bisa men-deliver pengalaman belanja yang konsisten di semua saluran.
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Lantas, lanjut Joe, “Buatlah similarity untuk mencuri perhatian publik, buatlah menjadi fun lewat gamification, misalnya, mengingat lifetime span mereka sangat singkat.”
Harus dipahami bahwa perilaku konsumen saat gelaran pesta diskon seperti Harbolnas amat beragam. Sebab, meski 56% konsumen sudah tahu produk apa yang akan mereka beli, masih ada 33% yang belum, dan 11% yang impulsive buying.
Untuk menangkap peluang yang ada, pemilik merek lebih baik mencantumkan rekomendasi, seumpama ada, dari Amazon, eBay, atau situs-situs besar lainnya. Kemudian arahkan mereka ke produk yang tepat.
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Karena pada dasarnya semua orang ingin berbelanja di Harbolnas, buatlah mereka kian mudah membuat keputusan pembelian. Terakhir, pakailah kecerdasan buatan (Artificial Intelligence/AI) dan otomasi.
Insider, misalnya, menyediakan teknologi kecerdasan buatan untuk mengotomasi dan mengoptimalisasi Customer Acquisition Cost, Conversation Rate, dan Return on Ad Spend.●
—Intan Wulandari, TechnoBusiness ID ● Foto: Harbolnas
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