Driving

Sales Performance and Growth

Arfiansyah Arfi,ST.,MBA
March 2024
Profile

18 Years working experience at FMCG - Pharmaceutical - IT

◼ GOTO - Head of Sales Java & Bali Nustra GOJEK

◼ PT. JOHNSON & JOHNSON - National Channel Activation Manager

◼ PT. UNILEVER INDONESIA - National Deputy Sales Operation Manager

◼ PT.ASTRA INTERNATIONAL - Account Officer

◼ TECHNOPRENEUR - AUTOMATIC VOICE ANNOUNCER; SMS GATEWAY

 Metodologi
Konten Main Takeaways
Tips & Tricks
Metodologi
Yang di gunakan

Google Trends Temasek - Bain - Gojek - Bain - Gojek - Grab Primary Research on Experts Interviews
Grab - Shopee insights Analysis Social Media Insights &
Industry Sources
Main Takeaways
Main Takeaways
Main Takeaways
Main Takeaways
Driving Sales
Performance
 Trust Platforms
Trust is underpinned by 4 co-dependent platforms Building Trust

All 4 are important, but

TRUST Most important are your
Integrity and Intent

Main Takeaways RESULTS

All 4 become
visible through your…

COMPETENCE
Actions & Track Record

Driving Sales CAPABILITIES Behavi

Performance Skill, Knowledge ours
INTENT

CHARACTER
Motive, Agenda

INTEGRITY
Values and Beliefs

Adapted from Covey’s The Speed

of Trust
 RELEVANCE

Shopper Focus
Main Takeaways
The ability to place Shoppers’ behavior &
Driving Sales needs at the heart of Business
Performance Development activity
 Identify what shopper behaviour you want to drive, POP activation and identify which type of
promotion will best target these objectives align with category objectives

Main Takeaways
Driving Sales
Performance
 UNDERSTANDING

Customer Understanding
The ability to deeply understand customers’
Main Takeaways needs and motivations as individuals and
Driving Sales organisations
Performance
We need to

KNOW… what they need

to KNOW… before they

they need to
KNOW…
KNOW it…

To simplify, this means being ahead of our competition in our

understanding of our Customers and the opportunities available to
them
 Opportunity

Main Takeaways Growth Mindset

The ability and mindset to find growth
Driving Sales opportunities through the customer for an
Performance acceptable return

this means always looking for ways to grow our business,

and the business of our Customers in a profitable way
 Innovation

Joint Working
Main Takeaways The ability to go innovatively beyond day to
day trading and engage both Seller and
Driving Sales Customer in full
Performance
this means thinking creatively through issues and coming out with
win-win solutions for both parties through strong collaboration
 HIERARCHY OF BUSINESS NEEDS

Primary CASH

Need
Main Takeaways PROFIT

Driving Sales Supporting Volume Share Margin

Needs Service
Performance “
Image Range
(Supply)

Drivers Customer
Loyalty
New Traffic AVL Basket
Customer Outlet size
“ Price
Promo Long Term Price Informa
Competitive
Activity Pricing Stability tion
ness
Optimum use of Space Extended Rebates / Discounts
Labor Saving
In Store Space Productivity Overrides
Mechanism Credit
 Action

Execution
Main Takeaways The ability to take ownership for excellent
delivery of activities and agreed JBP or Account
Driving Sales Plan
Performance
this is all about executing our Customer Plans with excellence in
every occasion, and ensuring this happens on every moment
Digital landscape
Digital landscape
Digital landscape
Digital landscape

Total
pengguna
Sosial Media
Digital landscape

Social Media
Audience Profile
Most Used & Time Spent
 Macro pulsecheck
Groceries is a category that is seeing spending growth amidst the pandemic

Groceries makes up a big share of Indonesians spending and is forecasted to continue over the pandemic Groceries boasts high frequency and AoV

% increases of Indonesian consumers top 5 spending Number of intent increase to spend during pandemic

81% shop at least 1x a week

41% AOV 101K - 250K

29% >250K - 500K

Monthly basket size ranging

from 400K - 2.000K

Source: DBS COVID-19 accelerating shifts in Indonesian consumer behaviour, Sep 2020 Source: Mckinsey, Indonesian consumer sentiment during coronavirus survey, Nov 2020 Source: Snapcart Global, Indonesian Online Habit during PSBB, May 2020
 Internal GoPay Research & Insights
Offline is still a preferred means to buy groceries and this is where GoPay comes in

When people go out amidst the pandemic, the number one occasion is for grocery shopping. Cashless payment option is customer’s top three
And the majority of the still prefer brick and mortar stores (mini markets or supermarkets) most paid attention aspect when shopping offline

Occasions % Offline supermarket proxy Things to pay attention to %

Grocery shopping 47 Stores / restaurants employees use protective
64
Working 45 equipment
Ordering takeaways at restaurants 39 Clearly regulated number of visitors 48
Hanging out with friends 19 Cashless payment option availability 46
Studying 15 Customers’ temperature check 34
Dining out at restaurants/cafes 15 Health badge to ensure the product hygiene 29
Shopping at mall 12 Health badge to ensure the process on producing
26
None of the above 6 the products are up to the health standard
Others 6 Employees’ temperature check 20
n 1102 n 1102

Q: Which of these following activities that you did in the past 1 Q: Which places did you visit for grocery shopping in the past 1 month? Q: When purchasing products offline, which of these following aspects that you really
month outside your home? Data was gathered from an in-app survey to Gojek users pay attention to during the pandemic?
Data was gathered from an in-app survey to Gojek users Data was gathered from an in-app survey to Gojek users

Online groceries shopping is not for everyone. When consumers make a trip to an offline store,
As of June 2020, there are only ~15%-16% Gojek users who use online grocery shopping apps other than seeing the stores’ employees using
and the majority are still visiting Alfamart or other offline mini markets or supermarkets. protective gears, 46% of them will also look at the
cashless payment option availability in the stores.
Prediksi Kuliner Favorit 2025