The omnichannel marketing concept has led Shop&Drive to become one of the 2023 Marketeers OMNI Brand of The Year 2023 winners in the Integrated Selling Channel category. This award was received directly by Lie Se Chiang, Retail Marketing & Business Development Department Head of PT Astra Otoparts Tbk in Sudirman, Jakarta (4/4).
Marketeers OMNI Brand of the Year 2023 is an award for Indonesian brands that are able to implement an unusual omnichannel marketing strategy that has an impact on the company's business. Omnichannel marketing itself is a cross-channel business model that prioritizes optimal customer experience on various channels, both online and offline. In this competition, Shop&Drive prioritizes the sale of car batteries through e-commerce and the utilization of the Shop&Drive Mobile App in the Shop&Drive 24 Year Celebration which will take place in 2022.
Starting from the not yet widespread battery transactions through e-commerce and the observation of the high potential for automotive consumer purchases through e-commerce, Shop&Drive is trying to change its consumer habits, especially after the pandemic by making a series of improvements, so that consumers become more accustomed to transacting online. Small to large improvements are carried out by Shop&Drive, including adding more informative information to product photos regarding warranty, benefits, and car types, to collaborating with the official e-commerce owned by PT Astra Otoparts Tbk, namely www.astraotoshop.com and also e-commerce other options.
"As a result, our e-commerce sales have increased. This improvement also brings in new customers, increases the image and awareness of Shop&Drive as a solution for buying car batteries, thus making us better known on social media than similar business players," said Lie Se Chiang.
Present in more than 370 outlets throughout Indonesia, Shop&Drive is constantly innovating so that it can always be at the forefront of meeting the needs of its customers. Not only present in e-commerce, in order to provide convenience and a sense of security for consumers, Shop&Drive is also present in various other channels such as centralized call centers and official WhatsApp, online driver benefits, used car marketplaces, to implementing Astra Value Chain in collaboration with group companies Astra, so consumers can reach Shop&Drive services anywhere and anytime.
"We also use the Shop&Drive Mobile App in the Shop&Drive 24 Years Anniversary program in 2022. Customers must verify data to take part in the car prize draw, so that transactions and coupons can be recorded," continued Lie Se Chiang.
In Shop&Drive's 24th Anniversary campaign, Shop&Drive sales managed to increase above national growth, downloaders and users of the Shop&Drive Mobile App increased by 31% and 36% respectively, and there was an increase in the number of Instagram followers @shopanddrive by 70%.
The 2023 OMNI Brand of The Year Marketeers award proves that Shop&Drive is still leading in the midst of industry competition. With various improvements and innovations to suit customer needs, Shop&Drive has always been the first choice for both franchise buyers and their customers.
"Thanks to the Marketeers, franchisees, and also customers so that Shop&Drive can become one of the winners of the 2023 OMNI Brand of The Year Marketeers. Shop&Drive will continue to make various improvements, continue to innovate and increase synergy, especially with www.astraotoshop.com, by adding attractive features which of course make it easier for customers,” concluded David Anthonius, Retail Division Head of PT Astra Otoparts Tbk.
