Some businesses that are predicted to remain stretched during the Covid-19 quarantine period are the e-commerce business, and retail business (minimarkets, supermarkets, and specialty stores-medicines, cosmetics, etc.), and also the food processing business that provides the needs – basic needs of the people. While the business that is predicted to recover most recently is a tourism business, which is the hardest hit with this social distancing.
Especially for e-commerce businesses, which are equipped (collaborate) with qualified logistics to ensure orders are received and delivered to those who live at home during quarantine, for #socialdistancing reason, they must have good longevity. Why? Because of the size of the market or the user is very big. The need to get what you want and need without leaving your home is huge.
And this Covid-19 phenomenon also made a big shift in the economy and trade, especially those using the delivery service. Whether it’s via telephone, e-commerce websites owned by companies that allow transactions to occur there, or which are currently booming; WhatsApp. Companies engaged in the fast-moving consumer goods sector in 2019, or before the Coronavirus broke out as if tending to be slow in adopting delivery services as a distribution channel, are now as ‘kebakaran jenggot’, or in awe, or not so ready. They are in an instant competing to open official stores in a number of leading marketplaces, in collaboration with e-hailing services that enable its users to order products offered in the menu of food/beverage through delivery services.
I see this phenomenon as ‘gagap pesan antar’, aka ready or not ready, managed alone, or on the third side, the consumer goods company wants to have this service. Built-in a short time, and if possible with the least possible cost. And of course, for those who have more budget, want to get big fast. Services are built simply and are driven by advertising with a large budget, to get awareness and traction in the beginning.
I prefer to call it traction, compared to the term engagement. Because clearly, the goal is to make the audience/recipient of the message interested in trying, shortly after being exposed to the message. At the consumer journey stage, I use AISAS (attention-interest-search-action-share), it is increasingly apparent that the exposure of messages to recommendations occurs on the same screen, in less or less time;
- Attention: audience exposed to the message, and
- Interest: the audience is interested in the message content so take the time to want to know more.
- Search: audiences find out through search engines, through social media, find out on social networks both online and offline. This search activity is more an affirmation of the environment, which is the giver of influence (outer).
- Action: the audience is confident in their choices, which are reinforced by the same urge to buy from the environment and social networks so that it continues to the buying activity.
- Share: experiences with products and brands are shared with social networks, regardless of whether the audience likes or dislikes their experiences, in the form of reviews and/or testimonials. This sharing activity produces information that can be used by prospective new users, in the format of the user to user communication or consumer to consumer (C2C).
Almost all of them want to have a spirit like a start-up business. Today they build the platform, and later a week after that, the platform is known to millions of people, the application is downloaded hundreds of thousands of times, and has tens of thousands of active users. Wow!
But what about FMCG companies that want to have home delivery services with a small chunk of a budget? It’s easy, just collaborate. Determine how much the budget is prepared for this service.
Collaborate with who?
Yes, e-hailing companies! These companies are proven qualified to serve customer’s demand that is on-demand. For those who are interested in the message from the brand, those who want to buy right now without leaving the house, those who can pay using an e-wallet, and sent directly to the address in less than 2 hours. GO-SEND, GRAB EXPRESS, or even GO-MART can be maximized. It is an advantage if the company has many outlets. These outlets can be used as pick-up points, where the selling stock can be transferred as delivery stock. Or if via GO-MART, the driver will first buy the stock at the outlet to be delivered and paid later by the buyer, plus the cost of buying or sending. Very easy and simple.
Source: PT Campina Ice Cream Industry Tbk’s official blog
But my question is if it is true that all consumer goods or F&B companies want to open this home delivery channel, how many think about the hygiene factor in the Covid-19 pandemic? In a time when people, and certainly customers, prioritize cleanliness and hygiene. Of course, this should be a major concern for brand managers and owners.
Customers want to know the products they ordered are handled well, and with all their heart. Since leaving the warehouse, it is packaged, handed over to the delivery team, checked by the complete security team (masks, gloves, clean box delivery – if any), and the body temperature of the delivery man.
And not just for the delivery man team whose body temperature is measured, ensuring temperatures below 37.5 degrees Celsius. This also applies to e-hailing drivers (GRAB or GO-JEK), who come to pick up the ordered ice cream packages.
The driver’s body temperature is certainly to have to be below 37 degrees Celsius, have disinfectants sprayed over their motorcycle and equipment, and is required to wash hands before entering the company complex.
Well if you are a consumer-centric company, you’d do these actions. Giving your consumers a sense of security during these quarantine-pandemic times. Then make sure your consumers know what you’re doing. So it’s not just come around the fast response, free deliveries, the ease of getting the item, on-time delivery, good service from your call center agents to your delivery men, it’s giving that sense of security and as well as convenience is all that matter.
It’s a new normal.
When will this quarantine time over? No one knows for sure. It’s said, we’ll start to live normal in July. While the other source said that this social distancing will last for, like two years from now. What? 😮
Heal fast or slow, this social distancing phenomenon will trigger a new normal. The way people live, and especially work. Work from home will be quite a normal thing to do and stay at home also. The good thing is, we will be so much closer to our family more than ever. In normal condition, we used to spend 8-10 hours daily at the office, around our coworkers. We live to see them way more often than our family at home. But everything has turned around due to this quarantine. Not getting outside of the home a lot, and do online shopping more. Everything seems easy and convenient in getting stuff you want. Back to AISAS, from getting your audience or target market audience to share their experiences through social media.
Due to staying at home quite a lot, we will found ourselves craving good foods, good drinks, and other convenient stuff. Like a reward for all the hard work we’ve done throughout the day, after long hours of conference call meetings, and other businesses. Now imagine if you’re a teacher or a lecturer who attend an online class, teaching through a screen, not seeing any face directly. One thing that missing is the energy that a teacher usually gets, the energy that bounced back from their audiences. Yes, you need a reward. And ice cream usually does the trick.
And talk about comfort and safety in food delivery, here’s a video:
These home delivery services will be offered by almost all FMCG players. What differs your home delivery service from others is everything. So, if you’re an ice cream lover, which way do you prefer in receiving your online orders?
A. Your ice cream is packed within a clean box, that has been sanitized before
B. Kept inside plastic bags from your regular minimarket