A behind-the-scenes look at Indonesia’s National Online Shopping Day
The National Online Shopping Day (Harbolnas) is the most anticipated annual event for Indonesia’s e-commerce sector.
“It was first held in order to encourage customers to believe in e-commerce. Many first-time shoppers are shopping during the day,” says Anthony Fung, CEO of Zalora Indonesia, signifying the role the event played in increasing traffic and sales.
Originally held every December 12 since 2012, this year’s event stretched into a three-day feat of special discounts and offers. The first day has just finished, and Zalora claims to have generated notable performance.
“We have nine times sales compared to a week ago [before the event started], and we expect this number to peak on December 12,” Fung explains, adding that there is also a 30 per cent increase in the number of products each customer purchases.
He also notes that 74 per cent of purchases are made through the company’s mobile app and site.
“This is something that is uniquely Indonesia, proving that in terms of e-commerce, Indonesia is progressing differently from the US and China,” Fung explains.
To welcome the big day, Zalora made several adjustments to keep up with increasing traffic. Situated in the industrial area of Cibitung, an hour away from Jakarta, their three-story warehouse operates for 24 hours with double the regular number of staff.
Guided by Director of Operations Ole Daniel Nitter, e27 traces the journey taken by a purchased product, from storage to delivery.
It begins with suppliers dropping of product samples at Zalora’s head office in South Jakarta. The company then takes photos of the product and uploads those on their site. Products that are displayed in the site are then stored in the warehouse.
There are two different kinds of storage rooms available in the warehouse, with the air-conditioned one especially used for high-end and cosmetic products.
Once a customer checks out from Zalora site, the purchased item will be logged on this computer.
An employee will then print out the name and code number for the purchased item.
The code on the form represents where the product is stored.
Once they find it, it is going to be placed in a box, then placed into this rolling slide.
Down it goes …
Until it finally reaches the packing section. Employees will then check to make sure that the product is not damaged –- some customers demand that even the box that contains it should be flawless. If there is something wrong, then the customer service team will contact the customer.
After it is packed, it will then goes to the registration desk, where it is recorded in Zalora’s system.
The package is then loaded into a truck, where it will be sent directly to customers or to storage hubs in cities outside of Jakarta.
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