Deeper Look into Indonesian Consumers

Despite being defined as APAC’s digital laggard with low internet penetration on its 264 million population, Indonesia has the highest possibility to grow even bigger with forecast of additional 13.4 million by 2022

Millennial generation is said to be the main driver for Indonesian market makeover.

Indonesia today is one of the world’s most dynamic and fastest growing markets for FMCG. Accenture estimates that the country’s consumer goods and services market is projected to grow by 40% in 2020 to reach 69 million people, which also grow from $1.3 billion in 2015 to US$ 7.9 billion by 2020, a six-fold increase.

Based on the market potential in APAC and specifically Indonesia, it’s very important to have the understanding about who buy what, by when, in where, and how, because the winners in this new world will be companies that have an RTM strategy that’s fit for purpose in this changing landscape.

Route-to-Market is basically the knowledge to understand the behavior of the certain typical buyer towards certain typical store types. The five key questions on Route-to-Market (RTM) analysis are:

  1. Who are the consumers: How best do we reach and engage this new consumer/shopper in store?
  2. Where are they: How do we ensure that we have the right products, where they are when they need it, while balancing revenue growth and cost to serve?
  3. What will they buy?
    a. What should we sell them that’s in line with their preference?
    b. What should we sell them that will optimize our margin mix?
  4. Where will they buy: What should our ‘Channel mix/options’ be by category and consumer cluster given revenue potential and cost to serve? What should RTM mix be to deliver what they need when they need it?
  5. How will they buy: How do we deliver?

Snapcart together with Accenture build a holistic whitepaper to help you understand the market better and seize bigger opportunity.

Download the report here now!

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