Discover key insights from ShopComm at Indonesia Retail Summit 2025 on how brands can earn shopper trust through social proof, data, and experiential retail.
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At the Indonesia Retail Summit (IRS) 2025, held on 27–28 August 2025 at Swissôtel PIK Avenue, Jakarta, retail leaders, brand representatives, and technology innovators came together to discuss the future of retail in Indonesia. One of the key sessions was led by Irwan Ardiansyah, President Director of ShopComm, who shared insights on how brands can win shopper trust in the connected economy.
Why Shopper Trust Matters
In today’s marketplace, the most valuable resource for retailers is not shelf space or discounts. It is meaningful shopper attention. But attention alone is not enough. Indonesian shoppers face tighter wallets and endless options, making them more selective. Many have become what netizens call Rohana (Rombongan Hanya Nanya, or those who only ask about products) and Rojali (Rombongan Jarang Beli, or those who rarely make purchases).
Although store traffic remains high, conversion is increasingly difficult. The missing link is trust. Research shows:
- 82% of shoppers check reviews before purchase.
- Just five authentic reviews can increase purchase likelihood by 270%.
- 84% of Gen Z trust brands more when real customers appear in ads.
These numbers highlight the role of social proof in shaping purchase decisions.
Offline Stores Still Matter in Indonesia
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Despite e-commerce growth, offline shopping continues to dominate in Indonesia. Nielsen CMV data (Q1 2024 – Q2 2025) reveals that 62% of consumers shop online across categories, yet grocery penetration remains flat at just 2%.
Even digital-first generations like Gen Z still prefer visiting physical stores for groceries and personal care. This underscores the importance of offline retail as a key part of the shopper journey.
From Transactional to Experiential Retail
In his session at IRS 2025, Irwan emphasized that retail stores must evolve from transactional hubs to experiential destinations. Shoppers need reasons to visit that extend beyond promotions.
Key strategies include:
- Capture the right audience with data driven targeting.
- Engage senses through sight, sound, touch, and scent.
- Design personalized content using AI and technology.
- Measure shopper behavior with tools that track footfall, dwell time, and intent.
- Connect offline and online using QR codes, ratings, and interactive experience.
When creativity meets technology, retail becomes both engaging and trustworthy.
Shopper Voices: The Proof That Converts
Irwan also showcased case studies from ShopComm’s ORESA network. In one campaign, 300 targeted body wash samples generated 300 reviews and 320,000 organic views on Instagram. Another campaign for hair care products produced 525 verified reviews and 1.1 million organic views across TikTok and beauty platforms.
These examples prove that authentic shopper voices build the trust needed for conversion.
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Key Takeaway from IRS 2025
The Indonesia Retail Summit highlighted one clear message: in the connected economy, trust drives conversion. For brands and retailers, the winning formula is simple:
Attention → Experience → Trust → Conversion
By leveraging creativity, technology, and authentic consumer voices, brands can thrive in Indonesia’s retail landscape. Where offline stores remain essential, and shopper trust is the ultimate currency.
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