Double Dates Campaign: Scaling E-Commerce in Indonesia and Beyond
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According to Statista, Indonesia is currently the ninth-largest e-commerce market in the world, with expected sales of US$59 billion by the end of  2022. By 2025, a market volume of US$90.19 billion is predicted, with revenue forecast to expand at a 12.95% annual rate (CAGR 2022-2025).1 This is, indeed, the impact of the pandemic, as, in the past couple of years, the online shopping trend has seen a further boost amidst lockdowns during the pandemic.

 

However, online shopping’s dramatic surge is not a new phenomenon in the archipelago. As is known, the emergence of National Online Shopping Day has been fuelling this growth for almost a decade in the country. Widely known as Hari Belanja Online Nasional (HarBolNas), ever since 2012, Online Shopping Day has ramped up consumers’ preferences for online purchasing. This activity is becoming increasingly ingrained in the minds of customers with the Double Dates connotation that it always carries.

 

The rise of Double Dates is also marked by Nielsen’s report, whereas 40% of monthly consumer goods purchases occurred during the Double Dates campaigns in 2022.2 The same report also reflects the growth of Double Dates revealing how this campaign is gradually overtaking other major international online shopping events, including Black Friday and Cyber Monday.

 

Despite the recent trends in online shopping, particularly in Indonesia, SIRCLO predicts that the Double Dates strategy will continue to thrive. As uncovered by SIRCLO’s VP of Account Management, Arnold Oscar, tendencies in consumer behaviour are not shifting anywhere far from the internet. This is due to the fact that we are living in a digital-first world, where the majority of individuals in today’s 4.0 society are accustomed to shopping online and have become comfortable with it. The moment has come for businesses of all sizes to recognise the importance of e-commerce and transition to the digital sphere, not just for development and scalability, but also for survival. E-commerce is no longer a “nice-to-have option;” it is a necessity.3

 

Engaging Existing Consumers and Attracting New Ones with the Double Dates Campaigns

Enterprise brands have been banking on Double Dates campaigns in Indonesia and witnessing a massive increase in consumer engagement and sales. In 2020 alone, as compared to sales in June, sales for nationwide online sellers increased by 199% and 274%, respectively, on October 10 (10.10) and November 11 (11.11).4

 

In our pursuit of helping enterprise brands to optimise the Double Dates, let us first look closely at the growth and impact of the Double Dates campaigns in the past:

 

 

A Closer Look at the Challenges and Opportunities of Double Dates Campaigns

It is clear from these numbers that Double Dates campaigns are more than just hype, where they bring in real revenue. However, does this come without its own set of challenges? This is certainly not the case. After all, with increased sales, there’s the challenge of meeting increased demands—hence managing stocks, ensuring enough supply, smooth delivery, and secure payment channels— there are multiple stakes to be handled with seamless efficiency.

 

 

This is where commerce enablers like SIRCLO can step up and help. We have a treasure trove of “best practices” from working with well-known businesses, such as Levi’s, Philips, Unilever, Nestlé, and many others. With a long and rich history of managing online shopping festivals, we have assisted hundreds of sellers in winning Double Dates campaigns by leveraging our extensive resource base and ability to supply spike stocks for two years.

 

 

By utilising evolving trends as a chance to be in the right place at the right time, we always aspire to assist our partners in leveraging their size. With SIRCLO Commerce’s end-to-end multichannel management services, in particular, brands and sellers can make the most of their online distribution networks.


Find out more about SIRCLO Commerce at https://commerce.sirclo.com/ and contact us at https://www.sirclo.com/contact-us/ to start your e-commerce journey and plan your next big winning campaign.


References
  1. https://www.statista.com/outlook/dmo/ecommerce/indonesia
  2. https://nielseniq.com/global/en/insights/infographic/2022/double-days-hold-the-power-to-make-or-break-a-brand/
  3. Interview with Arnold Oscar, VP of Account Management (Commerce), SIRCLO.
  4. https://www.thejakartapost.com/news/2020/12/09/e-commerce-firms-bank-on-double-ten-day-shopping-campaign-as-consumers-go-online.html