Deloitte Consumer Insights - Embracing bricks and clicks in Indonesia

Page created by George Barrett
 
CONTINUE READING
Deloitte Consumer Insights - Embracing bricks and clicks in Indonesia
Deloitte Consumer Insights
Embracing bricks and clicks in Indonesia
June 2017
Deloitte Consumer Insights - Embracing bricks and clicks in Indonesia
Foreword                                     03
Deloitte Consumer Insights                   04
 1. Overall consumer sentiment               06
 2. Spending patterns                        10
 3. Brand preferences and buying behaviour   15
 4. Buying channels                          22
 5. Communication channels                   25
 6. e-Commerce                               28
Looking ahead                                34
Contact us                                   35
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Foreword
Indonesia is often described as Southeast Asia’s most populous economy. With its
consumers increasingly gravitating towards online consumption, it is not inconceivable that
it might one day become the region’s leader in e-commerce and a priority destination for
digital innovation.

In this fourth edition of the Deloitte Consumer Insights report, we explore some of the
latest consumption patterns of the Indonesian consumer that emerged from the results of
the recent survey conducted in the first quarter of 2017 across 2,000 households via face-
to-face interviews in five major cities: Bandung, Jakarta, Makassar, Medan and Surabaya. In
addition, we review some of the insights uncovered in previous editions of the survey, and
reflect on the evolution of the Indonesian consumer over the last few years.

One unmistakeable shift has been the acceleration in the trend towards online shopping.
In the short, one-year span between the previous and this edition of the survey, the
percentage of respondents possessing prior online shopping experience has increased
significantly. Given Indonesia’s vast potential, however, this is only the tip of the iceberg.
Companies hoping to tap into the growth of this digital channel have much to look forward
to – that is, if they can adequately satisfy the consumer’s demands along a trinity of
dimensions: Practicality, Price and Product Range.

It must be said, however, that some barriers to digital adoption remain. These deterrents
– which vary significantly between the different cities – include concerns over security, lack
of knowledge and perceived difficulties in returning or exchanging products, and are best
addressed with the use of customised strategies and campaigns tailored to the needs of
the local market.

Finally, the take-off of digital channels does not imply that traditional channels will diminish
in relevance. Consistent with our previous reports, we have also captured and discussed
the latest trends and insights on consumer sentiments, behaviours and motivations on the
non-digital aspects of the market, including spending patterns, buying behaviours, buying
channels, and information sources.

We hope that this report will provide you with insights into the Indonesian consumer
market and the considerations that you will need to make in order to harness the potential
of this next digital destination.

Eugene Ho
Southeast Asia Industry Leader
Consumer & Industrial Products

                                                                                                   03
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Deloitte Consumer Insights

As with prior editions, this fourth edition of the Deloitte Consumer Insights survey explores a number of
macroeconomic and technological trends influencing the consumption preferences and buying behaviours of
consumers in Indonesia. Later in this report, we will also delve deeper into the consumption patterns for specific
product categories, and examine the impacts of digital technology on consumer behaviour, as its influence on
consumers – as a source of information, purchasing channel and avenue for consumer engagement – continues to
grow.

Methodology
The survey was conducted in the first quarter of 2017 across 2,000 households via face-to-face interviews in five
major Indonesian cities – Bandung, Jakarta, Makassar, Medan and Surabaya – with respondents selected from
seven household income levels across the low, middle, and high income segments. The sample was carefully
selected such that it would be a relatively fair representation of Indonesia’s overall population demographics in
terms of geographical distribution, gender and age.

Consumers were surveyed on their spending patterns, consumer sentiment, brand preferences, buying
behaviours and channels, e-commerce activities and geographical differences across eleven product categories:

•• Audio and Video Electronics Products (refers                          •• Household Appliances (Small) (refers to portable
   to audio visual products, as well as related                             or semi-portable appliances usually placed on
   accessories and gadgets)                                                 counters or other platforms, such as microwave
•• Beverages                                                                ovens and rice cookers)
•• Clothing and Footwear                                                 •• Household Cleaning Products
•• Confectionery                                                         •• Packaged Food
•• Household Appliances (Major) (refers to non-                          •• Personal Hygiene Products
   portable appliances, such as refrigerators and                        •• Tobacco
   washing machines)                                                     •• Transportation

04
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Demographics of survey respondents

Geographical distribution of survey respondents                              Gender distribution of survey respondents

              Surabaya
                         10%
      Medan
                10%

 Makassar 10%

                                          60%    Jakarta
                10%
    Bandung

                                                                                50%                         50%

Age distribution of survey respondents
       Age group, years

        15-24                                                                19%
        25-34                                                                                                     29%
        35-49                                                                                                                      36%
        50-64                                                    16%

Monthly household income distribution of survey respondents
Monthly household income
level, IDR million
   Less than 1                                      11%

          1-2                                                                              22%

          2-3                                                                                                           30%

          3-5                                                                                                     29%

         5-7.5                       6%

       7.5-10      1%

 More than 10      1%

Monthly household income distribution by city

     Bandung     6%              28%                       16%         15%               18%               12%     5%
                                                                                                                          Monthly household
                                                                                                                          income level,
                                                                                                                          IDR million
       Jakarta 3%        9%    11%         13%         10%       13%                           41%                            Less than 1
                                                                                                                              1-2
     Makassar 5%               26%                 13%           18%               16%               13%          9%          2-3
                                                                                                                              3-5
                                                                                                                              5-7.5
       Medan 4%                 30%                    14%             19%                 21%               11%    1%
                                                                                                                              7.5-10
                                                                                                                              More than 10
     Surabaya     8%           19%               18%              21%                    19%                12%     3%

                                                                                                                                                                    05
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

1. Overall consumer sentiment
Optimism on the rise                                                     Figure 1: Overall consumer sentiment on economy
Overall consumer sentiment in Indonesia has been consistently
positive over the last three years with only marginal movements:                  17%                       15%                    19%
consumers expressing positive sentiments shifted from 83% in
2015, to 85% in 2016, and then to 81% in 2017 (see Figure 1).

Taking a closer look at this year’s results, we see a significant
increase in the proportion of respondents indicating clearly
positive sentiments, relative to those expressing moderately
                                                                                  83%                       85%
optimistic sentiments (see Figure 2).                                                                                              81%

There are a number of factors that could have contributed to this
phenomenon, including Indonesia's robust economy currently
growing at 5% per annum, driven primarily by the growth in
population to reach projected 268 million by 20201. In addition,
infrastructure spending under the administration of current                     2015                     2016                     2017
President Joko Widodo has boosted confidence and employment
                                                                                  Positive                        Negative
prospects.
                                                                         Source: Deloitte Consumer Insights survey (2015, 2016, and 2017)

Figure 2: Breakdown of positive consumer sentiment

                                                                                                                     2017
                                                                                                                     2016
                                                              24%
    Moderate
                                                                                                      50%

                                                                                                                     57%
 Optimistic
                                                                         35%

Source: Deloitte Consumer Insights survey (2016 and 2017)

1     Population Estimates and Projections. The World Bank.

06
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Makassar makes its voice heard
With the exception of Medan, respondents across all cities expressed optimism levels of 50% and above. Once
again, this represents an improvement from the previous edition of the survey, where only respondents from
Bandung indicated such optimism.

Makassar, in particular, emerged as the most optimistic city, with 78% of respondents indicating optimism (see
Figure 3). This is perhaps expected, given the increasing levels of domestic and foreign direct investments in large-
scale infrastructure spending driving highly visible change within the city, such as its Middle Ring Road initiative
and Makassar New Port development project2.

Similar drivers can also be observed for Jakarta and Surabaya. In Jakarta, for instance, five large-scale
infrastructure spending projects – Airport Express Line, Mass Rapid Transit, Light Rapid Transit, National Capital
Integrated Coastal Development and the development of intermediate treatment facilities for waste management
– are currently underway3. These are further bolstered by the increase in minimum wage levels across the five
cities, with the highest increases seen in Jakarta and Surabaya (see Figure 4).

Figure 3: Consumer sentiment by city

                                                                                                                             Level of consumer
    Bandung                               59%                                       21%                    20%
                                                                                                                             sentiment
                                                                                                                                Optimistic
      Jakarta                            57%                                      24%                      19%                  Moderate
                                                                                                                                Pessimistic

    Makassar                                        78%                                                 20%       2%

      Medan                        45%                                  28%                          27%

    Surabaya                          51%                                     27%                         22%

Source: Deloitte Consumer Insights survey (2017)

Figure 4: Minimum wage increase by city

                                                                                 150                                                         2015
    Bandung                                                                                171                                               2016
                                                                                                  185
                                                                                                                                             2017
                                                                                                           203
      Jakarta                                                                                                           233
                                                                                                                                  252

                                                                                     156
    Makassar                                                                                174
                                                                                                    188

                                                                                    153
      Medan                                                                                171
                                                                                                     190

                                                                                                            204
    Surabaya                                                                                                           229
                                                                                                                                 248

                                                       Monthly minimum wage, USD

Source: Statistics Indonesia (Badan Pusat Statistik)

2     "Public Projects of the Indonesian Government". Indonesia Investments. https://www.indonesia-investments.com/projects/public-projects/item72
3     "Giant infrastructure projects in Jakarta". The Jakarta Post. 19 February 2016. http://www.thejakartapost.com/news/2016/02/19/weekly-5-giant-
      infrastructure-projects-jakarta.html
                                                                                                                                                                     07
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Prudence persists
Consumer sentiment varies across income segments, with middle and high income households expressing
higher levels of optimism, and low income households expressing more moderate and pessimistic sentiments
(see Figure 5).

Overall, however, prudence remains the order of the day across all income groups, with only 29% of respondents
expressing plans to increase their spending, while the remaining 74% were not sure or had no plans to increase
their spending this year (see Figure 6). Of the 26%, more than half indicated cautious prudence, expressing a
desire to increase their spending by less than 10%.

In addition, amongst respondents expressing optimistic sentiments, 35% of them planned to increase spending.
For moderate and pessimistic respondents, this figure was at 15% and 17% respectively (see Figure 7).

Figure 5: Consumer sentiment by monthly household income level

Monthly household income
                                                                                                Level of consumer
level, IDR million
                                                                                                sentiment

  Less than 1           23%                              47%                           30%         Pessimistic
                                                                                                   Moderate
                                                                                                   Optimistic
         1-2            24%                        26%                           50%

         2-3          22%                    24%                                54%

         3-5         20%                    26%                                 54%

        5-7.5         22%                    24%                                54%

       7.5-10     13%               23%                                   64%

More than 10       15%             18%                                   67%

Source: Deloitte Consumer Insights survey (2017)

08
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 6: Overall trend among Indonesian consumers with positive sentiment in 2017 vs. 2016

                                                                                                   4%            Intended increase in spending
                                                                                                          9%
                                                                                                   10%              More than 50%
                            26%                                                                                     26-50%

                                                               Percentage of population planning
                                                                                                          14%
                                                                                                                    10-25%
Percentage of respondents

                                                                                                                    Less than 10%
                                                                     to increase spending
                                                                                                   33%
                                                                                                          28%

                            74%

                                                                                                   53%    49%
                                   Plans for increased
                                   spending
                                      Yes
                                      No
                            2017                                                                   2017   2016

Source: Deloitte Consumer Insights survey (2016 and 2017)

Figure 7: Correlation between Indonesia consumer sentiment and plans for increased spending in 2017

                                                                                                                                                 Plans for increased
                                                                                                                                                 spending

Pessimistic                                                                             83%                                          17%             No/Unsure
                                                                                                                                                     Yes

        Moderate                                                                 85%                                                  15%

     Optimistic                                          65%                                                               35%

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                                                               09
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

2. Spending patterns
Inflection point lingers                                                           Packaged Food categories. Between 2015 and 2016, there was a
Food and beverage items accounted for 38% of overall monthly                       6% increase in the share of expenditure for these categories, and
expenditures, with the remaining 62% accounted for by non-food                     a 5% increase between 2016 and 2017. This in line with overall
items (see Figure 8). Across all income segments, there was an                     macroeconomic trends such as a growing Indonesian middle
overall increase in monthly household expenditure levels ranging                   class, with the growth of incomes amongst low and middle class
from 15% to 34% – or an overall average 25% increase in monthly                    households enabling them to increase their expenditures in these
household expenditures – from last year (see Figure 9).                            areas in order to obtain greater quantities and varieties of products
                                                                                   (see Figure 10).
Despite this trend, the inflection point observed in previous
editions of this survey continues to linger. This inflection point,                The overall distribution of expenditures between the three main
identified as the monthly household income level of IDR 5 million,                 product clusters – Basic Necessities, Welfare and Leisure, as well as
remains a reliable indicator of the point at which consumers make                  Housing and Transportation – remained relatively constant, with a
the shift from prioritising basic needs to making a greater number                 slight increase in the Basic Necessities cluster (from 33% in 2016 to
of discretionary purchases.                                                        38% in 2017) and a marginal decrease in the Welfare and Leisure
                                                                                   (from 15% to 13%) and Housing and Transportation (from 20% to
Over the last three editions of the survey, we have observed a                     17%) clusters (see Figure 11).
steady increase in consumer spending for the Beverages and

Figure 8: Breakdown of monthly household expenditures
                                                                                                                                            Percentage point
                                                                                                                                           (pp) gap between
        Overall                                                By monthly household income level, IDR million
                                                                                                                                              highest and
                                     2%              1%               1%               2%             2%              2%                   lowest household
                                                     3%                                                               2%           4%
          2%                                                          3%               4%                                                    income levels
                                     6%              1%                                               6%              3%
          4%                                         3%               3%               3%
                                     2%              2%                                                                           12%            Electronics
          4%                                                          4%               5%                           10%
                                     4%              4%                                               8%
          4%                                                          4%                                                                         Products
                                                                                       4%
                                                                      1%                                                                         ~13pp
          4%                         9%              8%
                                                                                       5%             5%              8%           7%
          3%                                                          9%
                                                                                       6%             6%              1%
          7%
                      Non-food      11%                                                               2%                          10%
                                                    15%               7%                                              7%                         Welfare and
                      items                                                                                                                      Leisure
          9%                                                                           9%             7%
                      62%                                             5%                                                                         ~19pp
                                     6%                                                                               8%           6%
                                                                      6%               5%             5%
          5%                                         6%
                                     6%                                                                               5%           8%
                                                                      5%               4%             5%
          5%                                         6%                                                               4%
                                     7%                                                4%             4%
          5%                                                          5%                                              4%           8%
                                                     6%                                               4%
                                                                                       5%                                                        Housing and
          5%                         6%                                                                               5%                         Transportation
                                                     4%               8%                              6%                           6%
                                                                                       5%
          5%                                                                                                          3%                         ~5pp
                                     5%              5%                                               4%                           5%
                                                                                                                                   3%
                                                                                                                                   3%
                                                                                                                                   5%
                      Food and
         33%                        30%                             34%               35%                           34%            2%
                      beverage                      30%                                             32%
                      items
                      38%
                                                                                                                                  18%            Basic
                                                                                                                                                 Necessities
                                                                                                                                                 ~16pp
          5%                         6%              6%               5%               4%             4%              4%
                                                                                                                                   3%
                                 Less than 1         1-2                 2-3           3-5           5-7.5          7.5-10     More than 10
     Beverages                   Household Cleaning Products       Transportation             Audio and Video Electronics    Increase in percentage
     Packaged Food               Personal Hygiene Products         Credit Card Instalments    Products                       contributions between highest and
                                                                                                                             lowest household income levels
     Tobacco                     Communication and Media           Lesiure and Holidays       Household Appliances (Major)
     Clothing and Footwear       Housing and Utilities             Welfare and Savings        Household Appliances (Small)   Decrease in percentage
                                                                                                                             contributions between highest and
                                                                                                                             lowest household income levels
Source: Deloitte Consumer Insights survey (2017)

10
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 9: Change in monthly household income and expenditure levels

Monthly household
income level, IDR million
                                                                                                                    Surplus/Deficit Index*
                                                                                                            2015
                              1.10
  Less than 1                 1.14                                                                          2016
                                 1.40                                                                       2017

                                     1.70
          1-2                        1.77
                                              2.40                                                                                       Basic
                                                                                                                                      necessities
                                                      3.20                                                                                are
          2-3                                 2.50                                                                                    prioritised
                                                        3.30

                                                             3.70
          3-5                                                       4.20
                                                                             4.90

                                                                     4.30
        5-7.5                                                               4.76
                                                                                    5.50

                                                                            4.90                                                     Discretionary
       7.5-10                                                                4.96                                                      spending
                                                                                            6.10                                       increases

                                                                                           5.90
More than 10                                                                                      6.30
                                                                                                                         8.40

                                        Monthly household expenditure level, IDR million

*Surplus/Deficit Index represents the positive/negative gap between the median monthly household income and expenditure levels

Source: Deloitte Consumer Insights survey (2015, 2016 and 2017)

Figure 10: Overall spending trend on Beverages and Packaged Food as part of total expenditure
over 2015-2017
                                                38%

                            33%

       27%

                                                33%
                            27%

       22%

                            6%                  5%
        5%

       2015                 2016               2017

        Beverages                  Packaged Food

Source: Deloitte Consumer Insights survey (2015, 2016, and 2017)

                                                                                                                                                                            11
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 11: Allocation of monthly household expenditure across the three main consumer product clusters

       38%

       33%                                                      16%
                                     11%

                                     4%                         7%

                                     4%

                                                                9%
       5%
                                     3%

Basic Necessities          Welfare and Leisure        Housing and Transportation

     Beverages                 Welfare and Savings              Transportation
     Packaged Food             Leisure and Holidays
                                                                Housing and Utilities
                               Credit Card Instalments

Source: Deloitte Consumer Insights survey (2017)

Packaged Food are the popular good
By comparing last year’s planned increases in expenditures with this year’s actual increases, we can gain some
understanding of the changing consumer priorities as they make trade-offs in their consumption across different
product categories.

Packaged Food is the only product category where actual spending exceeded the planned increase. Clothing
and Footwear emerged as the product category with the second highest ratio of actual to planned increase in
expenditure, while Household Appliances (Small) came in at the lowest (see Figure 12). This indicates, to some
extent, how the Indonesian consumer continues to trade off some discretionary purchases in favour of basic
necessities, and is in line with the expectation that any increases in consumer spending, particularly that driven
by the expansion of the middle class, is typically first allocated to basic needs.

Figure 12: Planned and actual increases in expenditures across product categories
                                       30%                                                                                        Planned increase (2016) A

                                                                                                                                  Actual increase (2017) B

                                                                                                                      18%          18%

                                                                                                                                                15%
                                                       14%                                               14%
                                                                                    13%
                                                                      12%                      11%
                                     10%

                                                      6%
                                                                   5%              5%                   5%           5%
                                                                                             4%                                   4%
                                                                                                                                               2%

                                      Packaged   Clothing and     Personal       Household   Tobacco   Beverages   Household    Audio Video   Household
                                        Food      Footwear        Hygiene         Cleaning                         Appliances   Electronics   Appliances
                                                                  Products        Products                          (Major)      Products       (Small)
 Ratio of actual (2017) to planned
 (2016) increase in expenditure            300         43             42                38     36         36          28
  B ÷ A x 100                                                                                                                       22           13

Source: Deloitte Consumer Insights survey (2016 and 2017)

12
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

As with previous editions of the survey, three major expenditure patterns which vary with monthly household
income level were observed (see Figure 13):

Expenditure Pattern 1: Proportion of expenditure relatively constant across all household income
levels
This year, products in this category include Packaged Food, Clothing and Footwear, and Transportation. Assuming
that, on a per capita basis, the quantities consumed do not vary significantly, this suggests that consumers with
higher incomes tend to consume more expensive or premium options in these categories.

For instance, when a consumer’s income doubles, he or she may not necessarily double his or her food intake, but
instead may choose to purchase higher quality products, consume a wider variety of products, or pay a premium
for perks such as convenience. For these product categories, this finding suggests opportunities for price and
product differentiation to cater to the different income segments.

Expenditure Pattern 2: Proportion of expenditure decreases as household income level increases
As monthly household income levels rise, expenditure as a proportion of income decreases for products in this
category. Examples include Beverages, Household Cleaning Products, Personal Hygiene Products, as well as
Tobacco.

This could be a result of either a decrease in overall consumption as income rises, or a stagnation in expenditure
level such that it shrinks in proportion relative to income. For instance, while the amount of Household Cleaning
Products that a high income household consumes is likely to slightly exceed that of a low income household, this
difference may not be significant when calculated as a proportion of overall income.

Expenditure Pattern 3: Proportion of expenditure increases as household income level increases
As monthly household income levels rise, expenditure as a proportion of income increases for products in this
category. Examples include Credit Card Instalments, Electronic Products, Leisure and Holidays, as well as Welfare
and Savings.

Typically known as luxury or big-ticket items, products in these categories tend to face an increase in demand as
consumer affluence increases. As their income increases, consumers become increasingly willing to pay a premium
for quality and luxury, and are more interested in financial products such as investments and credit.

                                                                                                                                                  13
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 13: Expenditure patterns of product classes across household income levels

                           Clothing and Footwear                                   Packaged Food                                   Transportation
                    Percentage share                                Percentage share                                 Percentage share
     Pattern 1      of expenditure                                  of expenditure                                   of expenditure
     Constant
     across
     monthly
     household
     income
     levels

                        Less 1-        2-   3-   5-    7.5- More         Less 1-       2-    3-   5-    7.5- More        Less 1-        2-     3-       5-         7.5- More
                       than 1 2        3    5    7.5   10 than 10       than 1 2       3     5    7.5   10 than 10      than 1 2        3      5        7.5        10 than 10
                      Monthly household income level, IDR million     Monthly household income level, IDR million      Monthly household income level, IDR million

                                       Beverages                      Household Cleaning Products                        Personal Hygiene Products                                                      Tobacco
                    Percentage share                                 Percentage share                                 Percentage share                                              Percentage share
     Pattern 2      of expenditure                                   of expenditure                                   of expenditure                                                of expenditure
     Decreases
     as monthly
     household
     income
     levels
     increase

                         Less 1-       2-   3-   5-    7.5- More         Less 1-        2-   3-   5-    7.5- More         Less 1-        2-        3-        5-      7.5- More          Less 1-        2-   3-   5-    7.5- More
                        than 1 2       3    5    7.5   10 than 10       than 1 2        3    5    7.5   10 than 10       than 1 2        3         5         7.5     10 than 10        than 1 2        3    5    7.5   10 than 10
                      Monthly household income level, IDR million      Monthly household income level, IDR million      Monthly household income level, IDR million                   Monthly household income level, IDR million

                           Credit Card Instalments                  Electronic Products and Appliances                             Leisure and Holidays                                      Welfare and Savings
                    Percentage share                                 Percentage share                                    Percentage share                                            Percentage share
     Pattern 3      of expenditure                                   of expenditure                                      of expenditure                                              of expenditure
     Increases as
     monthly
     household
     income
     levels
     increase

                        Less 1-        2-   3-   5-    7.5- More          Less 1-       2-   3-   5-    7.5- More            Less 1-          2-        3-     5-      7.5- More         Less 1-       2-   3-   5-    7.5- More
                       than 1 2        3    5    7.5   10 than 10        than 1 2       3    5    7.5   10 than 10          than 1 2          3         5      7.5     10 than 10       than 1 2       3    5    7.5   10 than 10
                      Monthly household income level, IDR million      Monthly household income level, IDR million        Monthly household income level, IDR million                 Monthly household income level, IDR million

Source: Deloitte Consumer Insights survey (2017)

14
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

3. Brand preferences and
buying behaviour
Local flavour, global fervour
Indonesian consumers increasingly consume a mixed basket of products from both local and global brands. A
strong preference for Local brands is evident across all household income levels in the product categories of
Confectionery, Packaged Food, Household Cleaning Products and Tobacco. These brands are often perceived by
consumers to be offering affordable prices and quality products. Of note is also the fact that some of the more
successful Foreign brands are perceived by consumers to be Local brands.

However, in other product categories such as Clothing and Footwear, Audio and Video Electronics Products,
Household Appliances (Major) and Household Appliances (Small), there is a relatively higher preference for Foreign
brands (see Figure 14). This preference tends to become more pronounced as monthly household income levels
increase (see Figure 15).

In the electronic products categories, low income consumers typically have a strong preference for Local brands.
Preference for Chinese brands are low overall, but low income consumers showed a slightly higher preference for
Chinese Audio and Video Electronics products. On the other hand, Western brands tend to be more popular with
high income consumers, while Japanese and Korean brands are strongly positioned overall and especially among
households with mid to high income (see Figure 16).

There are, however, some geographic differences. Bandung and Medan emerged as the two cities with the highest
preference for Local brands in the electronic products categories (see Figure 17). In these cities where consumers
display relatively higher levels of price sensitivity, the preference for Local brands has continued to grow.

Figure 14: Brand preferences by product category

   Beverages    Confectionery        Packaged      Personal    Clothing and   Household         Tobacco     Audio and      Household      Household     Brand
                                       Food        Hygiene      Footwear       Cleaning                        Video       Appliances     Appliances    preference
                                                   Products                    Products                     Electronics     (Major)         (Small)
                                                                                                             Products
  6%           5%               1%              12%                                        4%                                                               Foreign
       94%          95%               99%          88%        35%    65%       100%             96%         74% 26%       73%        27% 48%    52%         Local

Source: Deloitte Consumer Insights survey (2017)

   A passion for fashion
   With the growth of a young and trendy middle class, Indonesia’s apparel market is heating up with
   competition as global retailers intensify their focus on the market with aggressive expansion to capture
   market share. Notable players include:

   H&M: H&M entered the Indonesian market in 1996 with the objective of leveraging Indonesia as a sourcing
   base. In recent years, however, the focus has been on retail expansion. Its first standalone stores opened in
   October 2013 and as of 2016, a total of 20 standalone stores have been opened in Indonesia.

   Uniqlo: Since opening its first store in June 2013 in Jakarta, Uniqlo has since undertaken rapid expansion
   plans. In September 2016, it opened its tenth store in Jakarta.

   Zara: Zara entered the Indonesian market in 1996, and opened its biggest Southeast Asian store in Jakarta
   in December 2014. As of 2017, it has 16 stores across Indonesia.

   Source: Detik Finance, FastRetailing Indonesia, H&M Indonesia, Tirbunnews, Uniqlo Indonesia, Warta Ekonomi, Zara Indonesia, and
   Deloitte analysis

                                                                                                                                                                 15
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 15: Brand preferences by product category and monthly household income level
Monthly household
income level, IDR million
                        Beverages      Confectionery      Packaged         Personal     Clothing and          Household           Tobacco    Audio and       Household        Household
                                                            Food           Hygiene       Footwear              Cleaning                         Video        Appliances       Appliances
                                                                           Products                            Products                      Electronics      (Major)           (Small)          Brand
                                                                                                                                              Products                                           preference

 Less than 1              100%              100%              100%       5%    95%     10% 90%                   100%             100%       62% 38% 44%            56% 21% 79%                      Foreign

                                                                                                                                                                                                     Local
               1-2        100%              100%              100%       4%    96%      8%       92%             100%      1%       99%      55%    45% 52%         48% 22% 78%

               2-3        100%       4%      96%              100%       7%    93%      17% 83%                  100%      1%       99%      64% 36%         69% 31% 38%             62%

               3-5 14% 86%           3%      97%              100%       8%    92%      22% 78%                  100%        3%     97%       73% 27%        75% 25% 44%              56%

          5-7.5 25%         75% 4%            96%             100%       12% 88%        24%       76%            100%        4%    96%       66% 34%         71% 29%         48%      52%

         7.5-10 11% 89%                4%    96%              100%       14% 86%        42%       58%            100%        8%     92%      74% 26%         76% 24%          51%     49%

More than 10 21% 79%                   8%    92%       3%     97%        21% 79%        62%        38%           100%        8%     92%      88% 12%         81% 19%          62%     38%

Source: Deloitte Consumer Insights survey (2017)

Figure 16: Brand preferences for electronic products and appliances categories by monthly household income level
Monthly household
income level, IDR million                                                                                                                                                                       Brand
                            Audio and Video Electronics Products                            Household Appliances (Major)                      Household Appliances (Small)                      preference

  Less than 1           21%      13%         28%                   38%        3% 22%          17% 3%               55%                5%5%11%                     79%                              Chinese
                                                                                                                                                                                                   Japanese
               1-2 10%        21%        21% 3%                45%            5%      27%         18% 2%               48%            5%     9%                   78%                              Korean
                                                                                                                                      5% 3%                                                        Western
               2-3 8%         26%            24%       6%          36%        3%       37%              23%      6%        31%        5%5%10% 17%                     63%                          Local

               3-5 6%            36%               27%        4%     27%      2%      34%                  35%        3%     26 % 2% 19% 12% 11%                          56%

          5-7.5 5%          28%              30%         3%        34%        2% 28%                 36%          5%         29%      3% 20%       15% 10%                52%

         7.5-10 4%          31%                37%            2% 26%          3%      32%                  38%         3% 24%         2% 27%        9% 13%                   49%

More than 10 4%               35%                   45%            4% 12% 5%           34%                 36%          6%    19% 3% 24%            16%       21%             36%

Source: Deloitte Consumer Insights survey (2017)

Figure 17: Brand preferences by city

                     Beverages      Confectionery        Packaged          Personal         Clothing and      Household            Tobacco     Audio and       Household           Household
                                                           Food            Hygiene           Footwear          Cleaning                           Video        Appliances          Appliances
                                                                           Products                            Products                        Electronics      (Major)              (Small)       Brand
                                                                                                                                                Products                                           preference
Bandung               100%
                      100%              100%             100%                 100%     1% 99%                    100%             100%       13% 87%         15% 85%          11% 89%                  Foreign
                                                                                                                                                                                                       Local
     Jakarta     9% 91%             6% 94%          1% 99%               17% 83%        50% 50%                  100%        10% 90%         87%       13%     84% 16% 56% 44%

Makassar 2% 98%                         100%             100%            12% 88%        7% 93%                   100%        1% 99%            64% 36%         67% 33% 50% 50%

  Medan 4% 96%                      3% 97%               100%            5% 95%        14% 86%                   100%             100%       39% 61% 37% 63%                       81% 19%

Surabaya              100%              100%             100%                 100%     3% 97%                    100%        2%      98%       64% 36% 70%             30%         62% 38%

Source: Deloitte Consumer Insights survey (2017)

16
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Sensitive but sensible
Consistent with previous editions of the survey, we continue to observe that Indonesian consumers are generally
price-sensitive. They are, however, becoming increasingly conscious about specific product attributes such as
Health, Size Fit, across a range of different product categories from Beverages and Packaged Food, to Clothing
and Footwear. This suggests an increasing health awareness, as well as a desire to be fashionable and trendy (see
Figure 18).

•• Beverages and Packaged Food: Although Taste remains the most important driver for purchase, Health has
   emerged as the third most important factor in this year’s survey, right after Price. This has changed since 2014,
   when Taste and Overall Quality were top drivers. As Indonesian consumers become more affluent, non-price
   attributes increase in importance. Increasingly, we see that Indonesian consumers are more willing to pay more
   for greater perceived Health benefits in these categories. An example of this is the increasing popularity of cold
   pressed juices and energy bars from Indonesian brands such as Fitbar Kalbe and Rejuve.

•• Clothing and Footwear: Comfort and Size Fit are the most important considerations for this product category,
   which have risen in importance relative to Price. This finding, too, shows a degree of evolution since 2014 when
   Comfort and Appearance emerged as the top drivers. With the trend towards slim fit fashion, Size Fit has become
   more important as consumers demand trendy tight styles with comfortable fit. Across all monthly household
   income levels, consumers increasingly care more about how the apparel makes them look and the comfort
   level that it provides, rather than its price tag (see Figure 19). This suggests that, when targeting Indonesian
   consumers in this product category, factors such as aesthetics and trendiness, as well as fabric and size fit, are
   increasing in importance relative to price. One such example is the rise of contemporary streetwear – including
   “jogger pants” – amongst the middle and high income households, which were popularised by global brands
   such as Zanerobe and Elwood.

•• Household Cleaning Products: Price, Safety and Overall Quality have emerged as the top three drivers for this
   product category. In addition, Promotion has risen in importance as the fourth most important driver. This poses
   an important consideration for consumer product and retail companies: as Indonesian consumers become
   increasingly adept at comparing the functional attributes of competing products, executing the right Promotion
   strategy can help brands win market and mind share.

•• Personal Hygiene Products: Price continues to be the single most important driving factor in this product
   category. Considerations such as Overall Quality, Safety, Trust, and Promotion are among the next set of
   important drivers. This suggests a need for companies to invest in branding and building credibility with
   customers, as these attributes are difficult to assess and consumers would thus need to rely on brand
   reputation as a proxy.

  Quite expectedly, low and middle income consumers are more price-sensitive and show a greater preference for
  Local brands, while high income consumers tend to be more concerned about Overall Quality (see Figure 20).
  For companies, this indicates a potential opportunity to adopt a segmented approach in price and positioning,
  such as the introduction of basic and premium product lines to cater to the different groups.

•• Household Appliances (Major), Household Appliances (Small), and Audio and Video Electronics
   Products: For these electronics product categories, consumers are driven primarily by the attributes of
   Technology, Price, Trusted Brand and Overall Quality. Other attributes, such as Promotions, are relatively
   less important. This suggests that consumers are weighing their decisions based on the trade-off between
   Technology and/or Quality and Price. On the other hand, factors such as Promotion are nice to have, but are less
   essential.

                                                                                                                                                    17
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 18: Drivers of purchase for different product categories

Beverages                                                                                      Packaged Food

           Taste                                                                         33%            Taste                                                                   27%
            Price                                        13%                                             Price                                        15%
          Health                                    12%                                                Health                                     14%
Overall Quality                               9%                                               Overall Quality                         9%
           Smell                          8%                                                            Safety                        9%
           Trust                         8%                                                              Trust                        8%
          Safety                         7%                                                             Smell                    7%
      Availability        3%                                                                       Availability         4%
      Packaging           3%                                                                       Promotion           4%
      Promotion                                                                                    Innovation     2%
                          2%
      Innovation                                                                                   Packaging      1%
                         2%

Clothing and Footwear                                                                          Household Cleaning Products

        Comfort                                                                  22%                     Price                                                      19%
          Size Fit                                                   17%                                Safety                                          14%
            Price                                              14%                             Overall Quality                                        13%
     Appearance                                            13%                                     Promotion                                    11%
       Durability                              9%                                                  Availability                             10%
Overall Quality                                9%                                                        Trust                             9%
      Promotion                      6%                                                                  Smell                        7%
      Popularity               4%                                                                      Health                     7%
           Safety          3%                                                                      Innovation                    6%
      Availability        2%                                                                        Packaging               4%
      Packaging      1%

Personal Hygiene Products                                                                      Household Appliances (Major)

            Price                                                          19%                    Technology                                                                   23%
Overall Quality                                            13%                                           Price                                                    18%
      Promotion                                          12%                                   Trusted Brand                                                  17%
           Safety                                  10%
                                                                                               Overall Quality                                                16%
            Trust                                  10%
                                                                                                       Design                              9%
           Smell                                   10%
          Health                                                                                   Promotion                          7%
                                              8%
      Availability                            8%                                                   Innovation                    6%
      Innovation                         6%                                               After Sales Service      2%
      Packaging                 4%                                                                 Availability    2%

Household Appliances (Small)                                                                   Audio and Video Electronics Products

         Technology                                                                21%            Technology                                                             20%
                Price                                                             20%                    Price                                                          19%
      Overall Quality                                                      17%                 Trusted Brand                                                  16%
      Trusted Brand                                                                                                                                         15%
                                                                       16%                     Overall Quality
          Promotion                                 8%                                                                                          11%
                                                                                                       Design
              Design                               8%                                                                                      8%
          Innovation                                                                               Innovation
                                          5%                                                                                          7%
          Availability                                                                            Promotion
                                    3%                                                                             2%
After Sales Service            2%                                                         After Sales Service      2%
                                                                                                   Availability

Source: Deloitte Consumer Insights survey (2017)

18
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 19: Drivers of purchase for Clothing and Footwear by monthly household income level

Monthly household
income level, IDR million                                                                                                                                                         Drivers of
                                                                                                                                                                         1%       purchase
  Less than 1               20%                          22%                            16%                    12%              11%           3%      5% 2% 4% 4%                     Comfort
                                                                                                                                                                         1%           Size Fit
          1-2               20%                        20%                             18%                    10%             8%           8%           7%     2% 2% 4%               Price

                                                                                                                                                                   2%                 Appearance
          2-3                 23%                         19%                              16%                 13%                 10%          6%        5%       3%        3%       Durability

                                                                                                                                                                         1%           Overall
                                                                                                                                                                                      Quality
          3-5                 22%                    15%                         15%                    13%               10%            7%          7%       4% 3% 3%
                                                                                                                                                                                      Promotion
                                                                                                                                                                 1% 1%                Popularity
        5-7.5                 22%                      16%                     12%                13%                   11%              12%            5%        5% 2%
                                                                                                                                                                                      Safety
                                                                                                                                                                        2%
                                                                                                                                                                                      Availability
       7.5-10                 24%                            19%                       11%                   14%              9%           7%           6%        5% 2% 1%            Packaging

More than 10                21%                    14%                     12%                   14%               9%              12%           6%          5% 4% 2%1%

Source: Deloitte Consumer Insights survey (2017)

Figure 20: Drivers of purchase for Personal Hygiene Products by monthly household income level

Monthly household
                                                                                                                                                                                  Drivers of
income level, IDR million
                                                                                                                                                                                  purchase
  Less than 1                 23%             6%             11%                 11%             10%               12%             9%              9%         4%        5%            Price
                                                                                                                                                                                      Overall
                                                                                                                                                                                      Quality
          1-2                23%                   11%              8%               11%           9%               11%              10%             9%           5%    3%
                                                                                                                                                                                      Safety
                                                                                                                                                                                      Trust
          2-3               22%                  11%                8%           11%             8%            11%              8%              11%               7%     3%
                                                                                                                                                                                      Health

          3-5               21%                    14%                   10%           10%             10%           9%            7%           8%            8%        3%            Smell
                                                                                                                                                                                      Promotion

        5-7.5           17%                15%                 6%              13%               10%           10%              11%             7%           6%         5%            Availability
                                                                                                                                                                                      Innovation
       7.5-10          16%                15%                  8%              13%                11%              8%         8%           8%                9%         4%            Packaging

More than 10            17%                14%                  9%               13%               11%               9%              12%                7%         5% 3%

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                                                                 19
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

     Is price still king?
     When presented with options to purchase lower, higher, or similarly priced product alternatives, 14%
     of Indonesian consumers chose to purchase the higher priced option, while 60% and 26% selected the
     similarly and lower priced options respectively (see Figure 21). This pattern also varies with income, with 71%
     of respondents in the highest monthly household income segment open to purchasing higher or similarly
     priced options (see Figure 22).

     Figure 21: Indonesian consumers selecting products among different price options

                  14%                  Selected product option
                                           Lower price
                                           Similar price
                                           Higher price

                  60%

                  26%

                  2017

     Source: Deloitte Consumer Insights survey (2017)

     Figure 22: Indonesian consumers selecting different price options, by household income level
     Monthly household                                                                                 Selected product
     income level, IDR million                                                                         option

       Less than 1               36%                                     55%                   9%          Lower
                                                                                                           price

               1-2               31%                                     60%                   9%          Similar
                                                                                                           price
               2-3               37%                                     53%                  10%          Higher
                                                                                                           price
               3-5               30%                                     60%                  10%

             5-7.5               22%                                     65%                  13%

            7.5-10               27%                                     60%                  13%

     More than 10                29%                                     55%                  16%

     Source: Deloitte Consumer Insights survey (2017)

20
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

While the key drivers of purchasing decisions remain unchanged from last year across all product categories,
there is a marked shift in drivers for consumers looking to purchase higher priced options (see Figure 23).
For consumer product companies, this implies that a compelling value proposition is likely to be the one that
is able to find the right match between a product’s price range and its specific drivers of purchase.

Figure 23: Key drivers when purchasing products at different price points

  Beverages                                  Confectionery                       Packaged Food

                                             #1    Taste (26%)   Taste (21%)     #1    Taste (25%)     Taste (27%)
  #1    Health         Trust (16%)
                                             #2    Price (16%)   Health (15%)    #2    Health          Price (15%)
        (19%)
                                                                                       (16%)
                                             #3    Health        Price (13%)
  #2    Taste (16%)    Price (15%)
                                                   (14%)                         #3    Price (15%)     Overall
  #3    Price (15%)    Safety (15%)                                                                    Quality
                                                                                                       (13%)

  Personal Hygiene Products                  Clothing and Footwear               Household Cleaning
                                                                                 Products

  #1    Price (20%)    Price (17%)
                                             #1    Comfort       Comfort         #1    Price (22%)     Safety (29%)
  #2    Safety         Health (13%)
                                                   (19%)         (23%)
        (12%)                                                                    #2    Promotion       Trust (16%)
                                             #2    Price (17%)   Size Fit              (16%)
  #3    Promotion      Overall
                                                                 (17%)
        (11%)          Quality                                                   #3    Overall         Smell (8%)
                       (13%)                 #3    Size Fit      Appearance            Quality
                                                   (11%)         (17%)                 (12%)

  Tobacco                                    Audio and Video Electronic          Household Appliances
                                             Products                            (Small)

  #1    Price (25%)    Trust (18%)
                                             #1    Price (25%)   Technology      #1    Price (25%)     Technology
  #2    Smell (13%)     Price (16%)
                                                                 (23%)                                 (32%)
  #3    Taste (11%)    Safety (15%)
                                             #2    Technology    Trusted         #2    Overall         Trusted
                                                   (16%)         Brand (20%)           quality         Brand (20%)
                                                                                       (18%)
                                             #3    Overall       Price (15%)
                                                   Quality                       #3    Technology      Overall
                                                   (15%)                               (15%)           Quality
                                                                                                       (14%)

       Lower priced option		           Higher priced option

Note: % denotes percentage of survey respondents

                                                                                                                                                   21
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

4. Buying channels
A big market for Minimarkets
Although Traditional Trade channels – especially Warungs – continue to be the preferred buying channels, Modern
Trade channels have been gaining considerable traction (see Figure 24).

While overall total grocery sales in Indonesia grew at a year-on-year rate of 11%, Minimarkets posted a substantial
growth rate of 19%4. This suggests that Modern Trade channels have the potential for greater expansion, and that
its current seemingly slow pace of expansion is likely caused by the slow rate of investment rather than consumer
resistance. Local player, Indomaret, for instance, has expanded its network of Minimarkets across the country by
72% from 2012 to 2017. In order to appeal to the Indonesian consumer, companies need to focus on providing
Convenience, Location, Price, as well as Assortment and Availability (see Figure 25).

Consumers in Jakarta continue to have the strongest preference for Modern Trade channels due to their ease of
access and location proximities (see Figure 26). Although Modern Trade outlets are mostly visited for the purchase
of day-to-day necessities such as Household Cleaning Products and Personal Hygiene Products, consumers in
Jakarta also prefer these channels for the purchase of Clothing and Footwear, due to greater affluence and easier
access to Brand Stores and other modern retail outlets (see Figure 27).

Figure 24: Preference for buying channels

                                                                                                      20%

                                                                                               18%

                                                                 11%

                                                                10%

                                                                10%

                                                              10%

                                                        8%

                                                 7%

                                               6%

Source: Deloitte Consumer Insights survey (2017)

4    “Rise of Minimarkets: Indonesia’s Purchase Shift from Super and Hypermarkets to Minimarkets”. Snapcart, 10 March 2016. https://
     snapcart.asia/rise-minimarkets-indonesia

22
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 25: Drivers of purchase for Traditional Trade and Modern Trade channels

                                                                                                                                                                                  Drivers of
            Warungs       10%                 14%               6%        6%                         34%                            4% 3%                   23%                   purchase
                                                                                                                                                                                      Assortment
        Wet Markets            16%                         19%                          18%               3%        9%               18%                    12%           5%
                                                                                                                                                                                      Availability
                                                                                                                                                                                      Convenience
     Street Hawkers            15%                       15%               11%         3%                  24%                        12%               12%             8%
                                                                                                                                                                                      Opening
Non-chain Individual                                                                                                                                                                  Hours
   Electronic Stores                 23%                                  23%                       15%              4% 3%               18%                      13%        1%
                                                                                                                                                                                      Price
                                                                                                                                                                                      Promotion
        Minimarkets    5%       7%            8%               14%                          25%                     3% 5%                             33%
                                                                                                                                                                                      Service
                                                                                                                                                                                      Location
      Supermarkets             14%                   14%             5%        7%                          33%                           6%      3%            18%

      Hypermarkets                19%                           19%                         16%                6%        8%                18%                 10%           4%

       Brand Stores         11%                13%                   16%                10%               9%                  20%                  8%             13%

    Electronic Chain                     29%                                    20%                        15%              3%   7%                17%               8% 1%
              Stores

Source: Deloitte Consumer Insights survey (2017)

Figure 26: Preference for Traditional Trade and Modern Trade channels by city

                                                                                                                                                 Channel preference
     Bandung
                                        43%                                                           57%                                             Traditional Trade

                                                                                                                                                      Modern Trade
       Jakarta            23%                                                             77%

    Makassar                            45%                                                               55%

       Medan                             45%                                                              55%

     Surabaya                           42%                                                          58%

Source: Deloitte Consumer Insights survey (2017)

Figure 27: Preference for Traditional Trade and Modern Trade channels by product category and city

                   Beverages            Clothing and            Confectionery            Household               Packaged           Personal Hygiene          Tobacco
                                         Footwear                                     Cleaning Products            Food                 Products                                  Channel preference

Bandung      53%         47%      56%              44%         52%         48%      43%           57%          50%        50%    41%             59%        70%         30%          Traditional
                                                                                                                                                                                     Trade

  Jakarta    35%         65%      15%              85%         36%         64%      15%           85%          41%        59%    13%             87%        57%         43%          Modern
                                                                                                                                                                                     Trade

Makassar     54%         46%      36%              64%         58%         42%      24%           76%          55%        45%    27%             73%        86%         14%

  Medan      51%         49%      41%              59%         49%         51%      38%           62%          56%        44%    40%             60%        80%         20%

Surabaya     62%         38%      31%              69%         41%         59%      44%           56%          57%        43%    41%             59%        89%         11%

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                                                                 23
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Filling the (virtual) shopping carts
On average, the size of shopping carts for Beverages, Packaged Food and Household Cleaning Products at Modern
Trade outlets has increased since 2016 (see Figure 28).

One trend to note, however, is the decreasing shopping cart size for Personal Hygiene Products. This could be due
to fact that consumers are turning to e-commerce channels for their personal hygiene products, such as skincare
products and cosmetics from popular brands such as Innisfree. For consumer products and retail companies, this
is a crucial point: Indonesian consumers mix and match their choice of purchasing channels, and companies will
need to develop integrated and complementary multi-channel strategies in tandem.

Figure 28: Changes in average shopping cart size

                                              Average shopping cart size per visit, IDR

                                                                         105,795
                                                                                   –10.4%
                                                    93,427                                94,777
                                          +24.6%                                                                +4.2% 84,757
                                                                                                       81,314
                                     74,953

              +9.7% 60,465
     55,133

      2016            2017            2016           2017                  2016             2017        2016           2017
          Beverages                      Packaged Food                   Personal Hygiene Products   Household Cleaning Products

Source: Deloitte Consumer Insights survey (2016 and 2017)

24
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

5. Communication channels

In Store Promotions are important
While TV remains the most preferred source of information for products and brands amongst Indonesian
consumers, In Store Promotions have also risen in influence (see Figure 29). For many consumer products and
retail companies, providing the right in-store experience can be a meaningful way to encourage trial purchases and
to cross-sell across product lines.

This is especially the case for Audio and Visual Electronics Products, Clothing and Footwear, Personal Hygiene
Products as well as Household Appliances (Major) and Household Appliances (Small), where consumers prefer to
experience the look and feel of the products before making a purchase. As Indonesian consumers are gener all
bargain hunters and enjoy searching for discounts and promotions, In Store Promotion activities should also tap
into this psyche.

Digital is about trust
Although word of mouth channels, including Friends and Colleagues, as well as Relatives, rank lower in terms of
preference, their collective effect is significant, particularly when compounded with other sources such as Digital
Media and its accompanying viral effects. For product categories where frequent information updates on the latest
fashion trends are paramount, such as Clothing and Footwear, and Audio and Visual Electronic Products, digital
information sources also become relatively more important (see Figure 30).

Digital Media is also especially important in reaching Indonesia’s high income consumers. These consumers not
only possess a higher tendency to search for product information through these channels, but also purchase more
high value, high tech and specialty products online. High income consumers are also increasingly cautious and
sceptical of traditional information sources that tend to be provided directly by product companies, preferring to
seek out third party opinions instead (see Figure 31).

Figure 29: Preferred sources of information

                TV                                                                                        25%

 In Store Promotion                                                                                 24%
        Friends and
         Colleagues                                                                    21%

           Relatives                                                          18%

       Outdoor Ads                       5%

       Digital Media           2%

            Experts         2%

           Print Ads        2%
              Radio       1%

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                 25
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 30: Preferred sources of information by product category

                                                                                                                                     Sources of
                                                                                                                                     information
                                                                                                                            1% 1%
                                                                                                                                        TV
            Beverages               26%                        20%               23%               18%              5% 2% 4%
                                                                                                                      2% 1% 1%          In Store
                                                                                                                                        Promotion
         Confectionery               27%                           22%                 24%               16%             5% 1%
                                                                                                                                        Friends and
                                                                                                                         1% 1% 1%       Colleagues
        Packaged Food                28%                          20%            23%                 20%               5% 1%            Relatives
                                                                                                                     2%   2%
     Personal Hygiene                                                                                                                   Outdoor Ads
            Products                 27%                           24%             20%              16%             5%      2%2%
                                                                                                                                        Digital Media
                                                                                                                           1% 1%
                                                                                                                                        Experts
Clothing and Footwear         15%                     28%                   26%                    18%              3% 6% 2%
                                                                                                                                        Print Ads
                                                                                                                     1% 1%
  Household Cleaning                                                                                                                    Radio
           Products                  28%                             24%           18%              19%              5%      2% 2%
                                                                                                                      1%     1% 2%
              Tobacco               25%                     16%            25%                 19%                   8%         2%

      Audio and Video
                                    24%                         25%          17%             16%               7%    4% 3%3%1%
  Electronics Products
            Household
     Appliances (Major)             25%                            26%            15%        15%               8%    3% 3% 4%1%

            Household
     Appliances (Small)             25%                           26%            16%          17%              6% 1% 3% 4% 2%

Source: Deloitte Consumer Insights survey (2017)

Figure 31: Preferred sources of information by monthly household income level

      Monthly household
      income level, IDR million                                                                                                    Sources of
                                                                                                                          1% 1% 1% information
           Less than 1              25%                        22%                25%                    19%              4%   2%      TV
                                                                                                                          1% 1% 1%       In Store
                                                                                                                                         Promotion
                   1-2              26%                        22%               23%                 19%                 6% 1%
                                                                                                                          1% 1%          Friends and
                                                                                                                                         Colleagues
                   2-3              26%                           24%             21%              17%               6% 2% 2%
                                                                                                                                         Relatives
                                                                                                                      2% 2% 1%
                                                                                                                                         Outdoor Ads
                   3-5              26%                           23%             21%              17%              6%       2%
                                                                                                                            2% 2%        Digital Media

                 5-7.5              25%                        22%           20%               19%                  6% 2%     2%         Experts
                                                                                                                            2% 1%        Print Ads
                7.5-10              25%                           25%             20%              16%              6%    3% 2%          Radio
                                                                                                                                1%
         More than 10               25%                           25%             20%          16%              4% 4% 2% 3%

Source: Deloitte Consumer Insights survey (2017)

26
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

TV vs. Digital: The battle begins
Although the overall influence of Digital Media channels – as compared to TV – on the Indonesian consumer
remains relatively limited at this point in time, it is growing in importance, especially for consumers
considering the purchase of higher priced alternatives. This trend is particularly pronounced for certain
product categories, such as Beverages, Confectionery, Personal Hygiene Products, as well as Household
Appliances (Major) and Household Appliances (Small) (see Figure 32).

Figure 32: TV vs Digital as preferred source of information among consumers choosing different
price options

Beverages                                                             Confectionery

                                                           26%                                                                       27%
Lower priced                                                          Lower priced
                 2%                                                                   1%

                                                   21%                                                                  20%
Higher priced                                                        Higher priced
                            8%                                                             3%

Packaged Food                                                         Household Cleaning Products

Lower priced                                                     29% Lower priced                                                         29%
                1%                                                                    1%

Higher priced                                                  27%   Higher priced                                    19%
                1%                                                                          4%

Clothing and Footwear                                                 Personal Hygiene Products

Lower priced                          13%                             Lower priced                                                  26%
                      5%                                                              1%

Higher priced                    11%                                 Higher priced                                      20%
                           7%                                                               4%

Tobacco                                                               Audio and Video Electronic Products

Lower priced                                              25%         Lower priced                                          22%
                1%                                                                          4%

Higher priced                                      21%                                                                    21%
                                                                     Higher priced
                1%                                                                          4%

Household Appliances (Major)                                         Household Appliances (Small)

Lower priced                                             24%                                                                  23%
                                                                      Lower priced
                 2%                                                                   1%

                                                     23%                                                                20%
Higher priced                                                        Higher priced
                      4%                                                                   3%

 Sources of information
      TV              Digital Media

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                                   27
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

6. e-Commerce

High growth, even higher potential                                      Figure 33: The rise of online shopping
Driven by increasing mobile data usage, smartphone
                                                                           Percentage of respondents with prior
penetration and Internet penetration levels, this
                                                                               online shopping experience
edition of the survey revealed a significant increase
                                                                                                      83%
in the percentage of respondents with prior online
                                                                                                                             2016
shopping experience. Last year, only 17% reported
having shopped online, but this figure has since more                                                                        2017
than doubled to 42% this year, indicating rapid growth                                                        58%
(see Figure 33).

                                                                                      42%
This is likely to be only the beginning. Indonesia’s
e-commerce market, expected to reach a value of
USD 130 billion by 20205, is the largest in Southeast
Asia. With signs of accelerating growth, Indonesia may                          17%
just be on the cusp of realising the full potential of its
e-commerce industry.

                                                                                   Yes                   No
To capitalise on this opportunity, companies must
first understand what their consumers want from                         Source: Deloitte Consumer Insights survey (2016 and 2017)
their online shopping experience. For Indonesian
consumers, the drivers of online purchase appear
to involve considerations on the dimensions of                              Topping it off
Practicality, Price and Product Range (Availability)                        Launched in February 2009, Tokopedia is now
(see Figure 34).                                                            one of Indonesia’s most successful and popular
                                                                            e-commerce websites. It provides an online
Many Indonesian consumers, given their fixation                             platform for sellers to market and distribute
on bargain hunting, relish the opportunity to nab                           their products, connecting them to logistics
deals online that are not available elsewhere.                              agents and payment networks, such as BCA
Numerous companies have begun to capitalise on this                         KlikPay, ClickPay Mandiri, KlikBCA and Mandiri
observation to drive growth, for instance, by offering                      e-Cash, to facilitate transactions.
coupons and price comparison features to boost the
shopping experience and increase site traffic.                              Recently, Tokopedia announced the launch of its
                                                                            Mitra Toppers programme, a partnership with
Overall, Clothing and Footwear, Tickets (including                          lenders to support e-commerce businesses in
airline and movie tickets), and Personal Hygiene                            raising capital to develop their ventures.
Products were the top three product categories
purchased through online channels. There are,                               Tokopedia is also the first Internet company in
however, some variances across the different income                         Southeast Asia to receive trust funds amounting
levels for categories such as Electronic Products (see                      to USD 100 million from Softbank and Sequoia
Figure 35).                                                                 Capital in 2014, the largest investment in a
                                                                            Southeast Asian start-up to date.

                                                                            Source: Tech in Asia, Tokopedia.com

5    “Indonesia will be Asia’s next biggest e-commerce market”. TechCrunch. 29 July 2016. https://techcrunch.com/2016/07/29/indonesia-will-
     be-asias-next-biggest-e-commerce-market

28
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Figure 34: Drivers for online shopping

         Practical                                                                                                                          31%

             Price                                                                                                       26%
  Product Range
     (Availability)                                                            17%

 Reliable Review                                                       14%

      Promotion                                            12%

Source: Deloitte Consumer Insights survey (2017)

Figure 35: Breakdown of online purchases by monthly household income level

Monthly household
income level, IDR million
                                                                                                                                            Product categories

    Less than 1                                                  90%                                                            10%             Clothing and
                                                                                                                                                Footwear
                                                                                                                                                Electronics
              1-2                        44%                                   29%                       13%         5%         7%    2%        Products
                                                                                                                                    1% 1%
                                                                                                                                                Tickets
              2-3                              54%                              12%           10%       3%         15%          2% 2%           Books
                                                                                                                                    1%
                                                                                                                                                Personal Hygiene
              3-5                          48%                                18%                 13%        6%      7%        4% 3%            Products
                                                                                                                                1% 1%           Packaged Food
            5-7.5                      42%                             18%                  19%              6%    6% 3%1%4%                    Household
                                                                                                                                                Cleaning Products
                                                                                                                               1% 1%
          7.5-10                 32%                       19%                 16%             9%            14%          2% 3% 3%              Confectionery
                                                                                                                                     1%         Beverages
  More than 10                   31%                 12%                17%           8%          11%        5%    5%          8%     2%        Others

Source: Deloitte Consumer Insights survey (2017)

                                                                                                                                                                29
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Emerging market players
Although Indonesia’s e-commerce market remains nascent at this point in time, a number of emerging market
players can already be identified. The top players cited by respondents included Lazada (30%), Traveloka (17%),
and Tokopedia (16%). These players exhibit strengths in different product categories: Traveloka commands a
significant share in the purchase of travel tickets, while Tokopedia is favoured for Confectionery, Packaged Food,
Personal Hygiene Products and Household Cleaning Products. Lazada is preferred for Clothing and Footwear, as
well as electronic products, while Bukalapac and Tokopedia seem to be winning in the category of Books. On the
other hand, Elevenia’s relative position is more focused on grocery items such as Beverages, Confectionery and
Packaged Food (see Figure 36).

Figure 36: Most popular e-commerce platforms by product category
                                                                                                                                                             e-Commerce
                                                                                                                                                             platforms

            Beverages                                          50%                                              25%                         25%                 Bli Bli

                                                                                                                                                                Bukalapak
        Confectionery           14%                  9%                   18%          9%                                   50%                                 Elevania

                                                                                                                                                                Lazada
       Packaged Food           9%          9%              9%        4%     5%                                        64%
                                                                                                                                                                OLX
     Personal Hygiene
            Products 3% 2% 4%                                          43%                         2%                        45%                        1%      Toko Bagus

                                                                                                                                                                Tokopedia
          Clothing and
             Footwear 3%            10%         5%                               38%                    2% 1%         17%                   24%
                                                                                                                                                                Traveloka
            Household                                                                                                                                           Zalora
                          5%               18%                 4%                22%          4%        11%                         36%
     Cleaning Products
                          1%    1%
                Tickets   2% 2%2%                                                                 91%                                                   1%

                Books 2%                                         52%                               1% 3% 1%      8%                   33%

     Audio and Video
                          2%               25%                       3%                            49%                              4%            16%   1%
 Electronics Products

            Household 3%
                                           23%                                              46%                               11%                 17%
     Appliances (Major)

            Household
     Appliances (Small)    6%             13%             4%                                 53%                                  4% 3%           17%

Source: Deloitte Consumer Insights survey (2017)

30
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

Deterrents differ by city
Across all income levels, the top deterrents to online shopping include concerns over security, lack of knowledge,
and perceived difficulties in returning or exchanging products (see Figure 37).

In order to address these barriers to adoption, however, localised approaches may be necessary as the various
cities face their own unique sets of challenges (see Figure 38). For example, the need to invest in consumer
education is more pronounced in Medan and Surabaya. Consumers in Bandung, however, are more price-
sensitive, while those in Makassar are more concerned about the difficulties they face in returning or exchanging
products.

In Jakarta and Makassar, consumers are also deterred by long delivery times. To overcome this, e-commerce
players are increasingly looking to collaborate with logistics partners to offer next-day delivery options. Examples
include Bukalapak’s collaboration with GoJek, and Tokopedia’s partnership with Go Send and Grabexpress. Other
players have also opted to set up their own delivery services instead, with Lazada launching its own delivery
service, Lex, to address this need. Other innovative solutions, including automated parcel lockers such as PopBox,
are also being explored in order to bridge the chasm with consumer expectations.

Low credit card penetration rates also remain a key barrier to e-commerce adoption in Indonesia. With only 6.6%
of the population having access to credit cards6, some providers, such as Krevido, have also developed solutions to
extend credit to consumers without credit cards, for instance, by conducting some basic background checks (see
“No credit card? Get Kredivo”).

For consumer products and retail companies looking to expand their e-commerce presence in Indonesia, now
is the time to identify and prioritise specific regions or cities for growth, as well as customise strategies and
campaigns to accelerate success. This is particularly crucial for product categories where the market is becoming
increasingly saturated and competitive.

Other than e-commerce, digital innovation also provides companies with a way to address challenges, strengthen
competitive advantages and leverage new growth opportunities (see “Craving for Korea” and “GO-JEK just keeps
going”).

    No credit card? Get Kredivo
    Kredivo is an instant credit solution for online shopping that gives consumers the convenience to buy
    now and the option to pay later within 30 days without interest, or in three, six or 12-month instalments.
    Operating through the Kredivo Andriod app, it is currently supported by PT BFI Finance Indonesia Tbk, a
    financial company based in Indonesia and the lender for all Kredivo loans.

    In contrast to traditional instalment programmes, which were available to the approximately 6 million credit
    card holders in Indonesia, Kredivo provides everyone with access to instalment programmes, whether they
    possess a credit card or not, as long as they are between the ages of 18 and 60 and earn more than IDR 3
    million a year.

    Using information posted on social media sites such as Facebook, LinkedIn and Instagram, Kredivo conducts
    background checks on their customers and evaluates up to 1,000 variables in just 24 hours. Once their
    application is approved, customers can gain access to 40 e-commerce sites such as Bhinneka.com, Jualo.
    com and Wellcomm Shop.

    Source: Finaccel.com, Kredivo.com, Tech in Asia

6   Indonesia Country Report. Lafferty Global Research.

                                                                                                                                                   31
Deloitte Consumer Insights | Embracing bricks and clicks in Indonesia

     Craving for Korea
     Elevenia is an online, open marketplace based in Indonesia with over 2 million members, 30,000 sellers and
     more than 4 million products that is attempting to create its niche and differentiate itself with global products
     and unique services.

     With surging demand for global products, Elevenia launched its “Titip Beli dari Korea” (literally translated as
     “Help Me Buy from Korea”) offering. Through this new offering, consumers can obtain their desired Korean
     products within less than a month. This service proved to be so popular on its launch that Elevenia received
     orders for 10,000 packets of a Korean branded instant noodle in just one day.

     In addition, Elevenia also created a “Korea Avenue” section that focuses on selling various Korea-related
     products including fashion, accessories, beauty, food and K-pop items.

     Source: Elevania.com

     GO-JEK just keeps going
     Launched in July 2014, Go-JEK started with a call centre and a fleet of 20 motorcycle riders as a pick-up and
     delivery service. Often considered a successful competitor of Uber, it also provides motorcycle taxi services for
     Indonesians and is now a leading provider of on-demand transportation that operates through mobile phone
     apps.

     The success and evolution of Go-JEK reveal some insights into how specific business challenges in Indonesia
     can provide opportunities for digital innovation. For Go-JEK, its critical success factors include its success in
     integrating separate offline competencies into a seamless digital experience for consumers; gaining consumer
     loyalty and trust with personalisation; providing convenience and transparency; and accumulating a substantial
     amount of consumer information and insights through its digital channels to drive future growth.

     Integrating separate offline competencies into a seamless digital experience
     With its infamous traffic jams, Indonesia presents major execution challenges for companies when it comes
     to last mile delivery services. In this aspect, GO-JEK provides a solution for digital retailers and e-commerce
     companies who are looking to differentiate themselves from the competition with attractive shipping options.

     But Go-JEK has also been able to leverage its competencies in delivery to expand its suite of services. GO-Food
     and GO-Mart, for example, are its food delivery and convenience store shopping arms respectively, enabling
     consumers to order products through its mobile interface and then to receive the delivery via GO-JEK. GO-
     Massage, on the other hand, delivers on-demand massage services.

     Gaining consumer loyalty and trust with personalisation
     Many Indonesian consumers use GO-JEK services to purchase and receive products (such as pizza) despite the
     fact that many of these retailers (pizza restaurants) operate their own delivery services. Two reasons have been
     cited for this. Firstly, the consumer’s GO-JEK app already contains all the necessary personal location-based
     data, and thus, the consumer does not need to repeat this information. Secondly, GO-JEK offers a digital wallet
     service, known as GO-Pay, which enables consumers to conveniently pay for products and delivery. Thirdly, GO-
     JEK offers transparent pricing and location, as well as real-time support, which enables it to gain the trust of the
     consumer.

     Accumulating consumer information and insights
     Through its digital platforms, GO-JEK is constantly accumulating substantial amounts of customer information,
     including their demographics, address, product preferences and payment preferences. By leveraging this data,
     GO-JEK can capitalise on future opportunities to cross-sell different products to its customers, and conduct
     micro-segmentation to target, engage and advertise to its consumers.

     Source: GoJek.com, primary discussions, and Deloitte analysis

32
You can also read