The Challenge:
Excelso, a renowned coffee brand in Indonesia, sought to elevate its brand presence and introduce its diverse range of coffee products, focusing particularly on its Single Serve product line. The goal was to engage consumers across major Indonesian cities - Jakarta, Bandung, Jogja, Surabaya, Malang, Semarang, and Bali - from 14th to 20th March 2024. The target audience included new customers and existing consumers familiar with Excelso's Robusta and Arabica Gold products, aiming to broaden their awareness of the Single Serve variants. Concurrently, theyalso wanted to highlight unique Excelso merchandise such as tumblers, cups and saucers, coffee presses, and corkcicles.
The Solution
ShopComm implemented a comprehensive Brand Experience (Activation) campaign utilizing Product Display, Push Selling, and Sampling activities. The activations were strategically placed in high-traffic supermarkets, including Ranch Market, Farmer, Hypermart, Lottemart, and Lion Super Indo, with visually engaging booths (sized 2x1/2x2) and Floor Displays & Gondolas to capture consumer attention.
A unique aspect of the campaign was the combination of Brand Promoters and professional Baristas at the booths, providing free coffee tasting sessions that highlighted the differences between Arabica and Robusta variants. This hands-on experience was complemented by roaming Brand Promoters with trays, actively engaging shoppers throughout the stores. The presence of standout product displays and specially designed end gondolas served as key stopping points, encouraging interactions and product trials.
Pre-Campaign Efforts:
- Manpower Screening and Placement: Ensuring the right fit for the Brand Promoters who could embody the Excelso brand.
- Training: Focused on product knowledge and campaign mechanics, empowering the staff with the information needed to effectively engage with customers.
- Production: A dedicated focus on the creation of engaging booths and gimmicks, ensuring each piece was crafted to meet Excelso’s high standards for brand representation.
- Warehouse Management: Facilitating smooth inventory management of the Excelso products and accessibility for timely distribution.
- Logistics: Meticulous planning and execution were key in managing the distribution of materials to the activation sites and securing the permits for campaign activities.
During the Campaign:
- Engagement: Direct interactions through stock management in-store, documentation of the display and promotional materials, grooming checks, competitor activity monitoring, and achieving target selling and sampling goals.
- Feedback: Collection of data through questionnaires to gauge consumer response and preferences.
The Result
The Brand Experience campaign was a success, with sales targets overachieved by up to 113%. The strategic positioning of the product displays and the dynamic interaction between the Baristas, Brand Promoters, and customers significantly increased brand visibility and engagement. Notably, the product was especially popular in Bali supermarkets, appealing to tourists eager to take Indonesian coffee products home.
ShopComm's human-centric approach, blending interactive product experiences with knowledgeable Brand Promoters, not only met but exceeded Excelso's objectives. This campaign illustrated the powerful impact of integrating traditional marketing with immersive, in-store experiences in the Indonesian retail landscape.
ShopComm Team Credits:
Sales Director: Nancy Purba
Operations Director: Ine Marasudin
Head of Sales Group 3: Kartika Darmaningtyas
Head of Project: Gamma Auriwumania
Client Service: Nabilah Zahidah
Project Manager: Bintang Yaji Antrakusuma
Project Officer: Tri Prihatiningsih
Head of Recruitment & Training: Heny Triana
About ShopComm
ShopComm help brands communicate with shoppers through in-store advertising, retail audiovisual, product demonstration, sampling and activation, merchandising, and loyalty marketing to create brand experience throughout the shopper’s journey. For more information about ShopComm, get in touch with us:
.png)
.png)
