STRATEGIC ACTION PLAN TO IMPROVE CUSTOMER EXPERIENCE THROUGHOUT CUSTOMER JOURNEY IN OMNICHANNEL BEAUTY RETAIL (SOCIOLLA)
The beauty market is showing prospective growth in Indonesia as nowadays beauty products are perceived as a lifestyle for many people. The growth in the e-commerce sector and the easiness of shopping from many channels also contribute to the growth in the beauty market. Nowadays, people can easil...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68553 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The beauty market is showing prospective growth in Indonesia as nowadays beauty products are
perceived as a lifestyle for many people. The growth in the e-commerce sector and the easiness of
shopping from many channels also contribute to the growth in the beauty market. Nowadays, people
can easily shop online and offline with a seamless experience which is called omnichannel. This strategy
is implemented by one of the leading beauty-tech companies in Indonesia, Sociolla. Still, during the
implementation, there are some pain points of the customers throughout the customer journey that needs
to be addressed and improved further. For this reason, this research is conducted using a quantitative
method by spreading questionnaires to the customers of Sociolla as primary data and literature studies,
online searching, and observation as secondary data. The questionnaire results were analyzed and
consolidated with the literature studies which include the internal and external environment analysis to
formulate the strategic action plan accordingly. First of all, the customer journey was mapped to
understand the whole journey of customers’ shopping experience. Then, the pain points were identified
including the most important touchpoints throughout the customer journey. Furthermore, the change in
consumer behavior towards their preferred channel to buy beauty products were analyzed to formulate
the most relevant omnichannel marketing strategies. As a result, identified pain points were discovered
in the “appeal” and “ask” stage throughout the customer journey according to 5A’s framework, and the
most important touchpoints were social media and the website. Also, from the result, it can be concluded
that online shopping is still preferred but people would like to go offline to see the product directly.
Thus, the recommendations are divided into the recommended customer journey strategy by improving
the “appeal” stage by redesigning the home page of its digital media (website and mobile apps) and
improving the “ask” stage by leveraging the educational video content in digital media and managing
customer relations officer; and the recommended omnichannel marketing strategy is by enhancing the
personalized shopping experience and utilizing the development of digital technology. |
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