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[BukaBantuan by Bukalapak: Innovative or Just An Ordinary Thing?]

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We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.

[BukaBantuan by Bukalapak: Innovative or Just An Ordinary Thing?]

Living amid a pandemic, we undeniably rely on technology in our daily activities, such as online purchases of food, beverages, and goods. There are already several startups in Indonesia engaged in e-commerce to meet the community’s needs today, and one of the startups that we are familiar with is Bukalapak.

Bukalapak, which Rachmat Kaimuddin currently leads as the CEO, is a technology-based startup that has become the most formidable rival by some of its competitors. The fact that most Indonesians utilize the internet and are fully supported by the market, Bukalapak has succeeded in becoming a company with a total of approximately 100 million users and expanding its network with 13.5 million online (marketplace) offline (Bukalapak) MSME partners. The best products and services with innovation and technology for customers and partners (MSMEs) and reaching underserved communities are the primary keys for Bukalapak to survive to this day.

Bukalapak is committed to its application users by providing services and products and assisting MSMEs in expanding their market. However, is this commitment enough to make Bukalapak one of the most powerful e-commerce startups in this era? 

Of course, several innovations have been carried out. One of the innovations is realizing a seamless customer experience by applying BukaBantuan. BukaBantuan is a customer service that aims to reach and provide customer experience to all consumers through several available channels. The convenience obtained with BukaBantuan is accessible through the multivarious channels offered such as live chat, e-mail, chatbot, and social media, and being able to experience offline services by opening BukaBantuan Lounge located in the Ampera Raya area, South Jakarta. Currently, hundreds of BukaBantuan agents have spread across three major cities in Indonesia, namely Jakarta, Yogyakarta, and Semarang, to serve and assist customer problems. 

It doesn’t stop here. Bukalapak continues to make various innovations that can make it easier for all of its users. Bukalapak’s CEO has revealed that they are also preparing an innovation to increase public interest, such as a virtual walk-in center. On the other day, customers can interact with BukaBantuan staff without violating the applicable health protocols. 

So, is Bukalapak’s innovation worth it for its users and partners?

Source: Marketing.co.id

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.