STRATEGIC ACTION PLAN TO IMPROVE CUSTOMER EXPERIENCE THROUGHOUT CUSTOMER JOURNEY IN OMNICHANNEL BEAUTY RETAIL (SOCIOLLA)

• Main Author: Wanda Putri, Andiani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68553
• Institution: Institut Teknologi Bandung

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.