April 13, 2018


It is sad to hear that my favorite brand, New Look, closing their store. This store has been my must visit one whenever I am going to malls. See that they were having this big discount in February to celebrate a farewell to you?
But it is not happening only to New Look but other retailers such as Clarks, Gap, Lotus, Debenhams which definitely caused many lay-offs. Sad to hear it since I love Clarks 😞 You can read the complete news at Nikkei Asian Review and Jakarta Post.

Indeed, we will still be able to find New Look collection in ecommerce such as mapemall.com, and other fashion brands online. But I personally enjoy offline store. I love to walk, have my eyes entertained and touch the stuffs! Some said that one of reasons for store to shut down is the sales decline. So, why does this force them to shut down stores but still keep online one to stay?

"Some economists point to a more fundamental reason driving the brands out of business,  a change in consumer behavior. Indonesians are no longer spending on clothes... Instead, they have been saving up and spending more on experiences such as traveling." --- Nikkei Asia Review

"E-commerce has been a hot topic in Indonesia thanks to Tokopedia, Bukalapak, Rocket’s Lazada, and online transportation Gojek, Grab, and Uber—for making it possible to shift the purchasing behavior of Indonesian people from offline retailer to online platform." --- Jakpat, 2017.


So, if it is the start for ecommerce, does it implicitly mean it is the dead end for the brick and mortar store?

It is sad to see physical stores are gone. Because honestly, I prefer to shop fashion offline. I once had not so good experience to buy fashion online. I bought shirts in an e-commerce named *peeeeeppppppppp* and the goods came to me like there was no tomorrow. Regardless of me not being a good and thorough shopper, most goods were unfit with my body figure, not mentioning the sizing that was not match with expectation. Trying my second luck to buy other stuffs like bags and shoes. Well, they were better products though but only lasted for few months despite of its low quality---I just pick the greatest product design from random seller. I might say I am old school but I do enjoy buying clothes offline for having its real see, touch, try experiences and preventing some product failure, like what I have experienced online ---long time ago

While traditional retail in our country are collapsing, some conditions might be different for innovative brands in China and US. Here some notes:

1. Having a seamless online and offline experience

All three case studies mostly rely on how possible it is to maintain even improve store by integrating digital and offline experiences. Many that we can learn here: 1) The product storytelling in the store is the traction for the visitors 2)The ease of digital payment transaction and fulfillment even make it more convenient 3)Mobile-oriented activity takes customer closer to you. 

2. Ramping out on the branding and selling offline-exclusive products
Not going so technology-driven yet? Don't worry. You can still maximize the store to speak more about your brand and improving experiences at the same time. Vulcan Post in 2015 taking Apple Store in Singapore as the example, where it is designed are just like their products – minimalist and clean, and this falls in very well with their branding, one that many consumers have fallen in love with over the years.

Well, for local market, we can take the blooming Instagram-able coffee shop as the example to make every store visit an experience. Great decoration and ambience, live music every Friday and weekend nights, where you can spend only one cup of coffee and thousands of selfie pictures within three hours. 😋 Don't you want your brick and mortar store has similar visitors that most likely convert the visit to purchase?

Aside of the beautiful or branded store decoration, selling offline-exclusive products can be another traction. Take a look at the grand opening of H&M handing out hundred (or thousand) of limited vouchers attracting people to do a long queue line (watch video 00:30). Can you imagine the crazy queue?

3. Having attractive shows,  (not a so long-term strategy, don't you think so?)
Everyone knows that both Vivo or Oppo are famous with its massive store distribution in all over Indonesia. The store is often spiced up with traction such as dancing mascots and staffs. It is crazy enough to get people around watching, sometimes with some sparks of drama. LOL. Great.


While having the technology like HEMA may be too challenging to execute in our local market, we can still play the game well. Take a look at OPPO, Vivo and H&M with the 101 traction such as the stage show and vouchers. Even a great store decoration like Apple can trigger customers to stay longer and probably make new or additional purchase. Don't forget Burberry with its real time digital customer service and mobile-oriented activation. Sitting on the couch at home feels like being invited as the top priority front row guest at Burberry fashion show where you can definitely sit with Anna Wintour. And hey! We can copy this with our favorite Instagram Story! 🙈

It is easier to be said/written rather to be done. But a little bit playful and experimental, can be fun. Think about how continuous creativity in even small footstep can be a game-changing turn for your brand. See you in the next post!

April 1, 2018


taken from Innisfree Insta Story

Tomorrow, April 2nd 2018.

Mark the date. For the first time, Innisfree Indonesia will be selling online at Shopee. I was jumping happily out of my seat because buying original Innisfree product will be a hassle-free to go. Yes, I am indeed a happy heavy Innisfree users! 💃

Let me do flashback a little while. I didn't remember exactly when was the first time I knew Innisfree but my big sister recommendation. Since then, I surfed the internet, looked for reviews and finally decided to try one step ahead. Unfortunately, it was a little bit difficult to find Innisfree in Indonesia. So, I waited a little bit until Innisfree finally opened its first store at Central Park Mall. (Great! Another reason to go to CP besides my lovestruck to CP's aromatheraphy fragrance at the lobby entrance 😝) YEEAY!

I was there in the first week of Innisfree store opening. I could not forget how long the queue was and its big crowd. Everyone was waiting for this grand opening enthusiastically. Free samples were the traction, at least for me, to buy in-store and repurchase there, whenever my stocks were running out. This also brought me to join its membership program where I registered directly in-store. I could not forget its in-store experience where they always have green decoration also the virtual reality dating spot with the handsome Lee Min Ho (where I am very interested in but never tried once, too afraid to harm the property... lol. But, has anyone, like real customers, ever really tried it?). 

Nope, I won't talk about what my skincare regime with Innisfree. (where I use around four different Innisfree products as my daily skincare, just to let you know if you wonder...) But I want to see and expect what will be going on at Innisfree online store at Shopee in the first day, first week or maybe first month. 

First question: why do Innisfree choose Shopee? Is it because most beauty users, again, or at least me, are looking for those rare Korean beauty products often at Shopee? Or Shopee just simply have similar demographic users like Innisfree, the youthful 20-30 years old women?

Well, it seems I found some Innisfree Facebook fans asking if they can buy it online, even mentioning Shopee. In addition, ever since the online launching announced at Facebook, there are many positive responds!

Before launching announcement

After launching announcement

Second question: why should I buy it online?

The answer is obvious though. We will have easier and convenient access to buy Innisfree products. We might not buy it anywhere but only from its online official store. Unless you try to find cheaper version or unexisting Innisfree products in Indonesia, it will be another case. I have tried that once at Shopee where I bought its sebum-free powder from one of random sellers. But I don't know why the products were different with the ones I usually bought from Innisfree store. While it might be purchased directly from Korea (or produced in other country maybe?), it had different ingredients. Or perhaps worse, I just bought most-likely... ummm... counterfeit products.

But really, what is worth the wait for this Innisfree x Shopee first sale? Instead of being able to purchase the original Innisfree products?

I like to make some guessing at its first-sale hype, considering that the announcement only happens at Innisfree social media only. (Is there any other publication about this before the D-day?) As an expectant customer, I guess there will be...

1) Big promotion or free sample for first customers,   just like others do...
Yep, the interesting promotion as promised by Innisfree. Example, like getting 30% off with certain voucher code or free big-sized sample of its most-famous Super Volcanic Clay Mask with minimal purchase? Or maybe, any exclusive free stuffs for the first 100 customers, like the free poster and fan given during its opening store at Central Park.

2) Exclusive product launching or special release,   maybe also with the theme of green environment
A totally new product is quite impossible, no? Because there is no teaser prior in social media. Or did I just miss it? But how about special bundle of best-selling products or green tumblr? And oh, don't be surprised if you find the online store decorated with iconic Innisfree green theme!

3) Mini competition with prize like a date with Lee Min Ho or a trip with Yoonamaybe in Indonesia or Jeju Island ---if we pray enough
Buying products online with certain purchase limit and winning special trip to Jeju Island with Lee Min Ho or Yoona can't hurt anyone at all.

4) Innisfree simple VR glasses available to buy online,  for the chicken soul
I do really wish I were brave enough to try that in-store virtual reality with Lee Min Ho. But I am just a little shy cat. Maybe a self-bought VR glasses can help me out? These glasses can be bought at Shopee exclusively during certain period (or can be along with any product purchase). Then you can watch any webisodes aired in Innisfree Indonesia Youtube channel enhanced with those glasses. Cool, isn't it? #daydreaming
5) Special membership point, perhaps during the first-sale week please?
Will the online purchase at Shopee be integrated with Innisfree membership? Hopefully so! I'm chasing the points for free stuffs. 💪 So, will be there any special membership points when buying at Shopee? But how could we possibly do it? Should we insert our code while checking out or something...? Any idea?
6) Closing all in-store branches and putting a banner at the front door: "We only sell Innisfree at Shopee for the half... or entire day."  (CRAZY THOUGHT BUT STILL POSSIBLE)
Yes, and all eyes are at Innisfree at Shopee. Great awareness investment at that banner attracting mall visitors (but maybe not on the pocket? 👻). Give an additional great discount QR code in the banner to drive purchase online instead. Or do in-store count-down as the brand celebrating its first-ever online sales experience.

While I'm hoping one of my dummy prophecy comes true, I do genuinely expect more. Because I love Innisfree for its super great, magical products despite of its affordable price. I can't wait to buy all of my Innisfree skincare online without having any doubt of its product originality.

Let's wait until the D-day. All the best for Innisfree!

March 11, 2018


I like to listen/watch to some topics multiple times. It feels like I can get different yet meaningful perspectives about it. For instance, listening to Maria's Indonesian Idol "Kecewa" song cover that was completely different from the original one belongs to Bunga Citra Lestari. That is my current Monday night watching with my sister. 😋 Listening to any branding podcast from A consultant, B consultant, C consultant.... also gives me a better understanding and recall. That's why I like doing it.

The case includes this: Have been learning about digital marketing for years, I came to a 101 digital marketing class last weekend. The speaker's perspective is what I want to talk about where he emphasised the power of video as brand storytelling. Well, any multimedia platform, actually. Like I just knew that Karena Wanita Ingin Dimengerti sung by the local Ada Band was intended to promote Softex brand. Eh? Or I just forget? It was a long time ago. 

Since I like to watch Youtube videos, I want to share some of most memorable Youtube videos that are created with local brands. Check them out!

1. Sore by Tropicana Slim Stevia
Well, this is very famous webseries! The story simply educates us about the importance to take care our sugar level preventing the diabetes. First time I knew this series from Han Yoo Ra, a Korean vlogger, did parody about Sore webseries ---that I think it was an advertisement though 😋. Never mind, I just watched Sore since then, eagerly waiting for each per each episode coming up every week coz it was really good! The setting was in Italy with beautiful sceneries (the first hook to keep me staying to watch!) and the actors acting were really natural. The Stevia's product was also appeared there. For the first episode only, it already has more than 1,7 million views.

2. Cameo Project & Astra Motor
We know that it is not easy to market insurance, especially for motorcycles. But things may be different for Astra Motor. The way Astra Motor chose to educate people to ride safe and ride with heart is clever. They collaborated with the famous Cameo Project to create Motor vs Pacar and Cerdas Melanggar series (each has 2 episodes). I truly enjoy every minute of the vlog because the story is very relevant to daily life. Just watch the video!

3. Line Indonesia (AADC Mini Drama and Nic & Mar)
AADC Mini Drama was launched in 2014. Everyone was watching it because curious with the sequel of blockbuster Indonesian movie, Ada Apa Dengan Cinta. Through watching this mini drama, people could only guessing what really happened next between Rangga and Cinta after separated for years. 6,7 millions viewer already until now. Wow!

It was 2015 the series was launched. People were crazy that time about this series, one because it was starred by the heartthrob Nicholas Saputra and super-beau Mariana Renata. The place was taken in Paris, a very beautiful and romantic scenery. I really love the cinematography and the actors natural acting were really convincing and smooth, even when the episode showed the LINE mobile application itself.

4. Onigiri by Pocari Sweat
I knew this series from the speaker on that 101 digital marketing workshop --- Did Pocari Sweat put ads on this series? Feels that I was not the target... coz I'm old? 😭 This series was about Japanese students who were going to Bali high school and experiencing friendship challenges while looking for hidden treasure in school. A good and very light story. It is perfect for the youngsters to watch. Since one of main characters is the one in AKB48, Haruka Nakagawa, can you guess on who dominated the comment section? Yeah, the Wota did 😋

5. Female Daily Vlogs
If you are into make-up and skincare rituals, for sure, you will watch many beauty vloggers such as Liah Yoo, Suhay Salim, Tasya Farasya, and etc. Female Daily vlog might be in your list too. As a largest beauty online community platform in Indonesia with more 230,000 members ---Ah, I think the real number will be more than that, Female Daily is where you want to search an honest and genuine review before buying your dream skincare/make up products. Anyway, one of great vlog content in Female Daily vlog, in my opinion, is the annual Beauty Awards episodes. Coz what? This awards was based on polling from FD members and presented by FD's employees themselves, making you wonder if your favorite brand you use regularly win the awards or not. It feels very personal and indeed a very interesting episode you won't miss.

6. Ria SW Vlog & Traveloka
Ria SW vlog has been on of the most-awaited vlogs in my list. Been watching her work since Ria produced NyamNyamNyam at malesbanget.com vlogs with MichiMomo and Han Yoora. Since it's over, I went to her personal channel to watch her weekly content that mostly talks about food and travel. Her content was very fun and exciting, sometimes imaginative while she brought out her Sally little doll named Curut. 😂😂😂 Ria's vlog about Tokyo with Traveloka subtly taught people how to use the brand's mobile application, which was appeared several times. 1 million subscribers, more than 1 million video views (as counted now, only few days since the episode was arrived). Imagine the brand exposure. 😱

7. Jun Chef, Kosong TV & JD.ID
Honestly, I am not that into Korean stuffs. But I indeed watch some Korean-living-in-Indonesia vlogs. One name to mention is Jun Chef, a chef of 88 Restaurant, who happens to be a vlogger in his personal channel also in Kosong TV. One of his vlog series in Kosong TV is about Jun Chef teamed up with Michi Momo, Park Nam and Yohoney to cook around Indonesia cities in a food truck sponsored by JD.ID. The series also highlighted any products from the video that you can buy from JD.ID. I think it is a brave move for the sponsors since Kosong TV has no quite high subscribers number but some of its content is quite interesting.

I wonder the pioneer who might start this digital video outbreak --- in Indonesia. Perhaps, since AADC Mini Drama? Nic & Mar? As per now, there are a lot, a lot, and a lot like this to watch. Perhaps, the behavior of digital audience to watch more and more Youtube videos can be one reason. But I admit that in the midst of branded content, only few that have the content quality. Nonetheless, if brands do it well, it surely can be a tool to make a better brand recall for the customers.

I appreciate this shifting on advertisement in Indonesia which is more creative nowadays and emphasising more story telling rather than product highlight. More genuine and natural content is the key to win this digital video fever.

So, let me know if your have another favorite!