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Unilever bets on digital strategy for sales expansion
Unilever plans to appoint a new director during its annual shareholder’s meeting in May, to further strengthen the company’s digital transformation.
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Europe’s Unilever NV, L’Oreal SA and Danone are best prepared for the effects of climate change relative to their peers, according to a report from the nonprofit CDP recently (Shutterstock/laymanzoom)
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onsumer goods manufacturer Unilever Indonesia has put more focus on sales expansion through digital channels, not only by partnering with existing e-commerce platforms but also through its plan to appoint a new director in charge of digital strategies.
Unilever has collaborated with 15 big e-commerce platforms in Indonesia, including Tokopedia, Bukalapak, Shopee, Blibli.com, and others, by creating Unilever official stores.
“Shoppers have a lot of choices if they shop through our official stores. For instance, they can find items that they were previously unable to get in Indonesia,” Hira Triadi, head of e-commerce for Unilever Indonesia, said recently.
She mentioned an example that when POND’S Magic Powder BB started trending in Indonesia, many personal shoppers traveled to Thailand to buy those products and in return charged additional fees for customers in Indonesia who wanted to buy the products.
Recognizing a big interest in this product, Unilever decided to make the products available for purchase in Indonesia. Identifying what products are popular in the market is one way to ensure better sales through online platforms, Hira said.
Sales contribution from e-commerce in Unilever’s total sales was still very low at 1 percent. However, Unilever believes in the growth opportunity of sales through online platforms as people’s behavior has shifted.
To differentiate the company’s online strategy with its offline strategy, Unilever differentiates its promotion strategies. “For example, for e-commerce platforms, we usually sell products in multipacks to encourage shoppers to buy more,” she explained.
