Ramayana Lestari Sentosa “THIS TIME IT’S REAL”
SUPERMARKET IMPROVEMENT & FASHION BRAND CONSOLIDATION
SPAR HUGE IMPROVEMENT
I talked to Mr. Ibrahim who is SP AR Supervisor at SPAR Cengkareng and asked him a lot of questions too.
He clearly understand and know that Supermarket business is “loss” business in the last few years but he said to me that in the last 3 months he noticed sharp fall in food waste amount.
His statement reiterate the fresh meat staff on the previous page.
He continued “now, I see sharp decline on the amount of food waste from fresh division such as fruit, vegetables, and also meat.”
Wow, such a huge improvement !
He then told me that many people who usually shopped at SPAR competitors (not far from there) are now shifting and moving to shop at SPAR.
He gave a lot of credit to Mrs. Jane because her strategy such as store renovation, store design, display and placement has worked well.
For example, a few months ago there are many goods and products that was placed at the top of high shelves, this kind of placement made customers can’t see the price, can’t touch the products, and for sure, customers wouldn’t buy a products they can’t “see” clearly.
Now, no more high shelves at SPAR, and customer can reach products easier, they can easily read product “specification” such as flavor, weight, etc before decided to bought it.
He expect more and more people moving from competitors to shop at SPAR because SP AR offer better price and the new product mix is also much more allocated for daily needs.
The visitors traffic also rising because fashion department store attract a lot of traffic since it’s partnership with many
famous artists, according to Mr. Ibrahim.
FASHION BRAND CONSOLIDATION
Next, is Mr. Untung. Fashion Deparment Supervisor at Ramayana Cengkareng.
According to Mr. Untung, the visitors traffic rising sharply after partnership with many famous artists.
He told me that Ramayana is now starting selling Ayu Ting Ting brand named “R-Star”.
As you know, Ayu Ting Ting (dangdut singer) has 15.5m followers on Instagram. This bode well with Ramayana strategy to reconnect with their market target (middle to low). Ramayana has establishing partnership with Raffi Ahmad (12.8 m followers), Aliando (7.6m followers), Prilly Latuconsina (12.2m followers), Zaskia Mecca (7m followers).
Mr. Untung made me learn that it’s true many teenagers in Indonesia are look up to their idol. So they want to be cool like their idols by bought their idol’s product.
Every “meet and greet” event always filled with a huge crowds.
Mr Untung later told me that Ramayana will soon consolidating their shirts brand. They will promote AX brand as the “holding” brand for many merchandise.
In case you didn’t know it, many merchandise and fashion brands at Ramayana was actually produced by same supplier, that’s why in this case, Ramayana would like to consolidated many brands that was actually produced by AX Supplier under only one brand which is AX brand.
Ramayana hoping to make AX brand as Ramayana icon just like NEVADA brand did to Matahari Department Store.
Before I left the store, Mr. Untung poked me and said there is a rising hope and confidence in Ramayana employee and staff that Ramayana is on the right path to be a “tiger in Indonesia retail and fashion industry” again, just like in the past.
