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Alfamart-Cakap collab introduces one-stop, family-friendly language learning
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The Cakap Kids Academy’s second branch in Daan Mogot, West Jakarta, employs the mixed-use concept.
W
ira, 34, has often been perplexed when seeking a English language center for his 6-year-old son, Yeshua. He feels that foreign language learning facilities are always located in business centers, meaning they are far from his residence and so offers little room for parental involvement in evaluating his son's progress.
"The tutoring centers are always far from home, and sometimes the learning methods are solely focused on classroom theory, which makes children become quickly bored," said Wira, who lives in the city of Tangerang, Banten.
He therefore believes that to prevent boredom among children, supporting facilities are needed to make the learning process more engaging.
To address this issue, Edtech Cakap launched in the third quarter of 2023 the language learning center Cakap Kids Academy (CKA). CKA targets residential areas as its primary market, especially areas with young families that have school-aged children.
Following the success of its flagship branch in Gading Serpong, Tangerang, the company opened its second CKA branch, this time in Daan Mogot, Kalideres, West Jakarta.
Cakap had an opportunity to partner with Alfamart and introduce a mixed-use concept at its second CKA branch, which is located on the floor above an outlet of the largest convenience store chain in Indonesia. In addition, Cakap and Alfamart both target young families, making this collaboration even more strategic.
Rani Wijaya, General Manager of Corporate Communications at Alfamart, said the retailer welcomed the strategic partnership with Cakap through Cakap Kids Academy branches located adjacent to Alfamart stores.
"Children can learn in the same place where their parents' favorite daily shopping spot is, which undoubtedly adds value to the presence of Alfamart," Rani added.
Cecillia Ong, Chief Operating Officer of Cakap, said the collaboration with Alfamart marked the beginning of the partnership between the two businesses.
As an educational entity, Cakap saw Alfamart as a strategic partner due to several factors, from targeting consumers in the young family segment to the nationwide presence of Alfamart outlets that could help expand Cakap's reach.
"We are very excited to announce the partnership with Alfamart, and hope this will be the first step in providing innovative learning options that are parent-friendly and close to students," said Cecillia.
CKA is an in-person English language learning center that targets children aged 4-12 years. The center also comes equipped with gymnastics facilities, offering a one-stop service so children can develop both their language and motor skills at a single center without having to sign up with other education providers.
CKA offers six-month and one-year programs with a maximum eight students per class. This makes for more effective learning and allows better monitoring and measurable assessments of individual students.
According to Indrayanto Chandra, Senior Manager of Growth Marketing at CKA, many factors contributed to the decision to open CKA branches close to residential areas, including Cakap’s hope that its blended learning facilities can support parents’ involvement in their children's learning and development.
"Every three months, each teacher will have a discussion with a student’s parents at our learning facility, so they know how their child's learning is progressing," said Indra.
The CKA’s second branch is located in Kalideres, which at 30.23 square kilometers is the largest district in West Jakarta. Along with neighboring Cengkareng, the two districts hold great potential for hosting learning centers, especially those targeting children aged 4-12 years.
According to several sources, the two districts together are home to 171 kindergartens (TK) and 231 elementary schools (SD), both public and private.
"The collaboration between Cakap Kids Academy and retailer Alfamart is not only an effort to get closer to potential markets, but also aims to accelerate the distribution of access to quality education to the nation's children, comprehensively and from an early age, [which is] the golden age for children," said Cecillia.
