JAKARTA, 13 March 2020 – In the digital era, brands need to develop the right strategies to engage consumers across online channels. Of Indonesia’s 150 million internet users, 90% reported having visited an online store. Data from We Are Social also showed that 76% of Indonesian respondents had shopped online via mobile devices, while 37% had done so through a computer or laptop.

These shifts in shopping behaviour have opened up new opportunities across the digital market. SIRCLO, one of Indonesia’s leading e-commerce enablers, recently released a report titled “Navigating Market Opportunities in Indonesia’s E-Commerce”. The report projected that online purchases, which accounted for just 8% of total sales in 2018, could increase to 24% by 2023. To capture this growing opportunity, however, brands need to establish a strong online presence and reliable distribution channels to meet consumer demand. 

Eigerindo, one of Indonesia’s leading outdoor apparel brands managed by PT Eigerindo Multi Produk Industri (MPI), was among the companies recognising these emerging challenges. “Eigerindo’s decision to expand into e-commerce was driven by two main factors. First, the shopping behaviour of our core target market, younger consumers, was changing. They were increasingly comfortable with and accustomed to shopping online,” said Andreant Tendo, Logistics Division Head at PT Eigerindo MPI, who previously served as Head of E-Commerce. “Second, we saw that the high volume of traffic on marketplaces could help Eigerindo reach a broader market.”

To support its overall digitalisation and online sales operations, Eigerindo has partnered with e-commerce enabler SIRCLO since 2018. Through SIRCLO Commerce, a comprehensive e-commerce channel management platform, SIRCLO helps brands such as Eigerindo sell across multiple marketplace channels through a more centralised, practical, and efficient management system. Supported by robust technology infrastructure and a dedicated team with expertise in marketing and strategic management, SIRCLO’s services help brands increase sales while maintaining greater operational efficiency. 

“SIRCLO supports Eigerindo end-to-end in expanding its distribution across marketplace platforms such as Tokopedia, Bukalapak, Zalora, Zilingo, iLotte, and others. From an operational perspective, SIRCLO also facilitates the creation of Eigerindo’s Official Store accounts and supports ongoing business operations through store handling, order handling, and customer handling,” Andreant explained. Through these three areas, SIRCLO supports the entire distribution process, from store management to responding to customer enquiries, while helping Eigerindo optimise marketplace platforms with established consumer bases.

With active management across e-commerce channels, Eigerindo increased its sales by 12 times in 2019 compared with the previous year. In 2016, online sales accounted for just 0.25% of Eigerindo’s total product sales. By 2022, the company had set a target for e-commerce to contribute 10% of total sales. Supported by SIRCLO’s channel management technology, Eigerindo was optimistic about achieving this target.

“We are proud to be trusted by Eigerindo, one of Indonesia’s quality local brands, to support its digital marketing and sales. At SIRCLO, we continuously innovate through technology and explore opportunities across digital channels to help brands such as Eigerindo increase transaction growth while reducing operational costs,” said Brian Marshal, Founder and CEO of SIRCLO. Beyond marketplace sales, SIRCLO also supports Eigerindo in strengthening its overall online presence.

Eigerindo strengthened its online presence through an omnichannel sales model that combined marketplaces, brand.com, and physical stores. This diversified approach was important in accommodating different shopping behaviours across its target market and improving the overall customer experience. Andreant also highlighted another benefit of this channel diversification. “Eigerindo’s presence on marketplaces has helped expand PT EMPI’s market share by enabling us to reach consumers who prefer shopping online, including those who may never have visited an Eigerindo physical store.”

“Consumers tend to research product information online before ultimately making a purchase at a physical store. Strengthening a brand’s presence across online channels, such as websites and marketplaces, is therefore crucial to supporting sales,” Andreant added.

Research from We Are Social showed that 93% of internet users in Indonesia searched for products or services online. Google Indonesia's Year in Review report found a similar pattern, with 88% of consumers conducting online research or product searches before making a purchase.

Recognising the importance of the connected omnichannel experience adopted by Eigerindo, SIRCLO also supported this strategy through its services. “Beyond online activities, SIRCLO also helps strengthen our brand awareness and store awareness through offline initiatives. These offline events are designed to direct consumers to Eigerindo’s Official Stores across various marketplaces,” Andreant explained. Through the planning and management of offline events, SIRCLO helps bridge the gap between channels so that Eigerindo’s online and offline business activities can work together more seamlessly.

Brian added, “Indonesian consumers are becoming increasingly reliant on the internet for information and tend to place greater trust in brands with a strong online presence. Without a solid digital presence, offline sales may also be affected. This is one of the challenges that can be addressed through the e-commerce enabler services we provide.”

Beyond Eigerindo, SIRCLO’s comprehensive e-commerce enabler services were trusted by 40 clients representing more than 200 leading national and international brands. According to 2019 data, SIRCLO facilitated a 64% increase in order volume and a 59% rise in online retail transactions compared with the previous year.

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About SIRCLO

Founded in 2013, SIRCLO is a technology company that provides solutions to help businesses sell online. SIRCLO offers two products: SIRCLO Store and SIRCLO Commerce. SIRCLO Store is a Software-as-a-Service (SaaS) platform that enables small and medium-sized local businesses to build their own online stores. At the time, SIRCLO Store had supported nearly 1,000 active paying users in building their brands and growing their businesses online, including ATS The Label, Benscrub, Evete Naturals, Namaste Organic, This Is April, and Heytimmy Kidswear.

SIRCLO Commerce is a channel management solution designed to support enterprise brands entering online distribution channels. Powered by technology that synchronises sales across multiple marketplaces, SIRCLO Commerce was trusted by leading brands including Reckitt Benckiser, Unilever, KAO, Arnott’s, L’Oréal, Eiger, and Levi’s. For more information about SIRCLO, visit www.sirclo.com.

About Eigerindo

Founded in 1979 in Bandung, Indonesia, Eigerindo has grown from a small-scale brand into a market leader in Indonesia’s outdoor and lifestyle segment, alongside Exsport and Bodypack. Through PT Eigerindo Multi Produk Industri, the company continues to embrace its Tropical Adventure concept through innovations across mountaineering, riding, and lifestyle products. Known for its commitment to quality and products designed to support exploration, Eigerindo is now focused on expanding into global markets, backed by a strong and dedicated team.