BUILDING SYNERGY BETWEEN INDONESIA’S TRADITIONAL AND MODERN RETAIL INDUSTRIES WITH E-COMMERCE
Edmira Rivani, Eka Budiyanti, Sony Hendra Permana
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Abstract
Indonesia mempunyai pasar yang sangat potensial dalam industri retail. Laporan hasil survei perusahaan konsultan global A.T. Kearney dalam Global Retail Development Index tahun 2016, juga menyebutkan bahwa Indonesia menempati peringkat urutan 5 dari 30 negara berkembang perihal sektor bisnis retail paling potensial di dunia. Pertumbuhan industri retail tersebut tidak berlanjut di tahun 2017. Fenomena- fenomena tersebut dikhawatirkan merupakan ancaman akan masuknya pendatang baru dan produk subtitusi (seperti perdagangan elektronik/ e-commerce), mengharuskan pelaku retail untuk menggunakan strategi pemasaran yang tepat agar produknya tetap diminati konsumen sehingga penjualan produk mereka terus meningkat. Analisisini bersifat deskriptif dengan menggunakan pendekatan kualitatif. Hasil penelitian ini mengungkapkan bahwa retail tradisional membutuhkan suatu sistem atau teknologi yang berperan untuk mengumpulkan barang dari pengecer tradisional, melakukan perencanaan logistik, menjamin standarisasi barang, ketepatan waktu pengiriman, dan pengendalian kualitas. Sementara itu, pelaku bisnis retail modern di dorong untuk mengubah strateginya dalam menghadapi persaingan ekonomi. Melibatkan elemen- elemen wisata kasual atau liburan di setiap produknya adalah salah satu strategi untuk membangun sinergi, yang merupakan cerminan dari perubahan terbaru dalam pola konsumsi publik. Pengusaha retail modern tersebut juga dapat meningkatkan produk tradisional ke tingkat nasional dengan membantu mereka memenuhi standar sehingga mereka dapat dijual di pengecer modern, bekerjasama dengan UKM untuk memasuki distribusirantairetailmodern perdagangan berbasise-commerce.
Abstrak
Indonesia has a very potential market in the retail industry, proven by its position in 5th rank out of 30 developing countries regarding the business sector retail most potential in the world. Meanwhile, the growth of retail industry does not continue in 2017. These phenomena are possibly due to the entry of new entrants and substitute products, requiring retailers to use the right marketing strategy. This paper aims to describe how to build synergy strategy between traditional and modern retail industry with e-commerce. This paper is descriptive by using a qualitative approach. The results of the study reveal that traditional retail need a system or technology which role was to collect goods from traditional retailers, carry out logistics planning, ensure standardization of goods, punctuality of delivery, and quality control. Meanwhile, modern retail businesses are encouraged to change their strategies to face economic competition. Involving elements of casual tourism or leisure in each of its products is one of the strategies to build synergy, which is a reflection of the recent changes in public consumption patterns. Those modern retailers also can further elevate traditional products to the national level by helping them meet the standards so that they can be sold in modern retailers, cooperating with SMEs to enter the modern retail chain distribution e-commerce-based trading.
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