In spring 2019, Alfamart launched its fifth short-term loyalty programme with Royal VKB. The retailer rewarded its shoppers with the newly developed Smart Kitchen range, which was first launched at Alfamart. This programme was again able to drive digital redemption further up to 86%. For all programmes, one of the main goals was to grow members' spend. We achieved an average growth in members' spend of over 20% in each and every one of our five programmes. Let’s take a look back on how we built this success together with Alfamart.
Alfamart is one of the leading retailers in Indonesia with an extensive network of over 14,000 convenience stores spread over thousands of islands. In Indonesia, around 70% of grocery shopping is still done at local markets. Within commercial retail channels, convenience stores and mini-markets are the largest and fastest-growing channel for groceries. Alfamart was looking for a way to make an impact and wanted a digitally savvy programme with a high redemption rate, to significantly grow turnover and increase the spend of Alfamart loyalty card members.
The partnership with Alfamart started in 2016 and enabled us to proudly introduce Bright Stamps into Indonesia. This innovative digital collecting method was received with such enthusiasm that our Alfamart programme was the first to exceed 50% digital redemption worldwide. We continued this success with a second Royal VKB programme based on Cookware and a third one based on Dinnerware. During this third programme, Alfamart was one of the first retailers to experience the value of StorePal: an app developed by BrandLoyalty to support retail staff in optimising in-store execution. For BrandLoyalty, this was the first time we had implemented the tool on such a large scale.
One of the main objectives in adding StorePal to the programme was to make it possible to check if marketing materials were being used in the right way and at the right location in all of Alfamart's 14,000 convenience stores on a weekly basis, without doing time-consuming store visits. The tool also helped to make employees more knowledgeable about the upcoming programme. We had a successful implementation with a staff participation rate of over 90%. This meant that every week, more than 12,500 stores used the StorePal app to answer questionnaires and share in-store images, thereby providing feedback at a store level to show points for improvement. Stores that used StorePal had higher turnover than stores that didn’t utilise the app.
In August 2018, BrandLoyalty kicked off its fourth programme with Alfamart to reward shoppers with lunchboxes and water bottles from Royal VKB. This programme was the first to incorporate a store-level distribution system run by BrandLoyalty, following a very successful trial in the previous programme. The new system gives BrandLoyalty the responsibility for distributing programme items from the Central Docks to the 32 Distribution Centres across Indonesia and from there to the individual stores spread over thousands of islands. This has resulted in greater stock control and fewer returns. More than 14,000 Alfamart stores now use our system.
What really determined the success of this fourth programme was Alfamart's progressive activation strategy, which made the brightly-coloured Royal VKB on-the-go range an instant hit with Indonesian consumers. Being the country in the world with the third-highest amount of time spent on social media*, Indonesia’s population has a high tendency to be influenced by social media posts. Alfamart used the strength of its platforms to promote this programme to its highly engaged social media customers.
* Source: GlobalWebIndex Q2&Q3 2017
Alfamart introduced the Royal VKB campaign via a big event for bloggers, social media influencers and TV media. A chef demonstrated recipes for the infuser bottle, lunchbox ideas and lunch presentation suggestions. The event was broadcast live on Alfamart’s official Instagram (IG) account, which has 683,000 followers. Twenty influencers, with a range of 50k-150k IG followers per person, shared stories, images and posts to their accounts, achieving an even broader exposure at the campaign kick-off.
To create a buzz in the Instagram world, Alfamart collaborated with a professional photographer community to host a one-day photography contest. With 30 on-set models carrying the Royal VKB on-the-go range, photographers were challenged to use their skills in capturing memorable moments with the products. To enter the competition, images had to be uploaded via Instagram with the hashtags #RoyalVKBAlfamart and #BekalBaikUntukHidupSehat ('on-the-go healthy lifestyle', the programme's tagline). Separately, Alfamart also held an IG photo contest for amateur IG users who had redeemed RoyalVKB products, and had the photos posted under the same hashtags.
Alfamart was responsible for the previous BrandLoyalty global record of 50% digital redeemers in the first digital programme. To drive participation and further stimulate collecting, Alfamart used the Bright Stamp platform on all programmes. Its customised AlfaStamp app gave shoppers the ability to collect and redeem stamps digitally, and to share stamps with friends and family. Within AlfaStamp, Alfamart used 'push' notifications to drive more shoppers to its stores. By using personalised offers and free additional stamps, it was able to drive digital redemption up from 50% in the first programme to 86% in the latest programme.
Alfamart is one of the leading retailers in Indonesia and has an extensive network of over 14,000 convenience stores, operating up to 24 hours a day. Its a pioneering company offering basic goods, fresh meat, poultry and vegetables as well as food-to-go products. It also offers services such as ATM, bills payment and prepaid load.
Go back to the overview to see our selection of case studies from short-term loyalty programmes that we successfully have executed for our leading grocery clients across the globe.More case studies
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