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Gojek launches Gojek PLUS program in response to growing budget-conscious segment
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Ignatius Satrio, Gojek head of marketing food and ads (left), Gede Manggala, Gojek vice president of regions (center) and Theresia Nadya, Gojek head of marketing transportation and logistics, at the launch of Gojek PLUS (7/5/24)
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T GoTo Gojek Tokopedia, Indonesia’s largest digital ecosystem has paved the way toward sustainable growth through rigid focus on affordable product innovation in its on-demand-service (ODS) arms. This move is part of the group’s strategy to widen its user base.
The strategy is manifested through the launch of Gojek PLUS, an integrated subscription program that provides guaranteed discounts in every transaction across Gojek products including GoFood, GoRide, GoCar, GoTransit, GoSend and GoMart.
Gojek PLUS guarantees its subscribers discounts of up to Rp 12,000 in every transaction for a set period of time, with the option to choose a 14-day, 30-day or 90-day package.
The move to introduce Gojek’s latest innovation, aside from answering the increasing segment of budget-conscious consumers who prioritize affordable price points, takes place against a backdrop of changing post-pandemic consumer habits.
“The Gojek PLUS subscription package is part of GoTo Group’s strategy to widen its reach and appeal to a broader segment of users, especially those who are more budget conscious,” said Gojek vice president of regions Gede Manggala during the launch.
Catering to these price-savvy consumers is key to GoTo, which recently announced a strong financial result for Q1 2024. The group’s gross transaction value (GTV) increased by 20 percent year-on-year (yoy) to Rp 116.5 trillion, while its gross revenue rose by 18 percent yoy to Rp 4.2 trillion.
A 2023 PwC survey found that consumers are increasingly cautious and cost-sensitive about their spending. Subscription programs are particularly attractive, with 51 percent of respondents saying that convenience is the key reason, followed by cost effectiveness at 47 percent, lifestyle routines at 42 percent, along with personalized needs and the opportunity to try out new products at 41 percent.
According to Ignatius Satrio, Gojek head of marketing food and ads, the decision to expand the subscription packages to cover more services comes from the success of Gojek’s affordable products for its transportation and food delivery services, which received positive feedback from users.
“As the affordable transportation option is rolled out to more cities, it has also been able to increase the product’s GTV by 20 percent, with 40 percent of this coming from new or returning users. Meanwhile, users subscribed to the GoFood PLUS food delivery subscription service have been recorded to transact three times more often than non-subscribers. This in turn has driven us to expand the benefits of affordable subscription packages to all Gojek services,” he explained.
Gojek head of marketing transportation and logistics Theresia Nadya noted that the launch of Gojek PLUS aimed to provide convenience while also simultaneously increasing its user base. For first-time users trying out the subscription, the packages come with a trial price of Rp 8,900 for the 14-day package, rising to Rp 11,900 for the 30 days and Rp 18,900 for 90 days.
“The more users transact, the higher the potential earning our driver-partners and MSME partners can achieve, thus leading to positive long-term business growth for partners in the Gojek ecosystem,” she concluded.
For more information about Gojek PLUS, visit gojek.com/blog/gofood/gojek-plus.
