Ramayana Bantah Bisnis Online Penyebab Toko ‘Offline’ Tutup
Monday, December 4, 2017
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Ramayana Bantah Bisnis Online Penyebab Toko ‘Offline’ Tutup
Berita Islam 24H - Manajemen PT Ramayana Lestari Sentosa Tbk mengaku tak sepakat jika berjamurnya perdagangan elektronik (e-commerce) disebut-sebut menjadi biang keladi sepinya aktivitas usaha riteler.
Toh, General Marketing and Merchandising Manager Ramayana Jane Melinda Tumewa mengatakan, e-commerce atau toko online hanya berkontribusi sebesar satu persen terhadap total penjualan ritel.
“Saya rasa, publik salah mengerti ya, karena Pak William Tanuwijaya (CEO Tokopedia) itu salah satu teman baik saya bilang bahwa penjualan online itu cuma satu persen. Sepinya ritel itu tidak ada hubungannya sama online,” kata Melinda saat memulai konferensi pers dengan awak media usai peresmian Ramayana di Cityplaza Jatinegara, Minggu (3/12).
Melinda mengatakan bahwa ia tak setuju dengan anggapan para pakar ekonomi yang menyebut terjadi pergeseran pola belanja dari offline ke online. Sebab ,menurut dia, gerai Ramayana masih diramaikan pengunjung. Pelanggan masih berbelanja secara offline.
“Jadi, para pakar ekonomi yang menyatakan begitu saya rasa tidak tepat ya ngomongnya bahwa online menggerus offline. Market mana dulu nih, karena market saya masih suka beli fisik. Ada excitement (gairah) yang tidak bisa dibeli dengan online. Kalau Ramayana misalnya, diskonnya berbeda setiap kunjungan,” terang dia.
Perubahan gaya belanja tersebut juga ikut mengubah definisi toko offline. Toko fisik haruslah menjadi tempat yang memberikan pengalaman hiburan keluarga. Sehingga, posisinya tak akan tergantikan oleh toko online.
“Apa sih toko offline? Kami harus membuat sesuatu yang seru di mana orang bisa ajak keluarga. Sabtu dan Minggu adalah waktu bonding (ikatan) dengan keluarga yang tidak mungkin dilakukan secara online. Masak mau bonding lewat WhatsApp? Harus dilakukan di offline,” ungkapnya.
Kendati demikian, Melinda tak memungkiri bahwa ada pusat perbelanjaan yang tergerus ecommerce. Berkaca dari Amerika Serikat, Melinda memprediksi toko yang menyasar kelas atas yang akan mudah tergerus ecommerce.
“Kalau di Amerika discounted Store itu masih booming sekali. Yang mati itu yang kelas menengah ke atas, kalau diperhatikan karena online. Mereka setiap tahunnya tutup 100 toko, tapi kalau yang melayani mass market, seperti Ramayana, mereka masih bisa buka toko 100-150 toko tiap tahun. Itu karena kami melayani pasar yang paling besar,” ujarnya.
Ramayana sendiri tak ingin ‘kecolongan’ dengan peritel lain yang menggarap toko online. Makanya, perseroan juga akan fokus pada toko online mulai 2018 mendatang. Diharapkan, kontribusi penjualan dari kanal online mencapai 5-10 persen.
“Minimum 5 persen ya. Tahun ini, kami sudah capai 5 persen. Jadi, target kami 10 persen di 2018,” tutupnya. [beritaislam24h.info / cnn]
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