Strategy To Survive In The Midst Of A Pandemic, SOGO Will Sell Furniture Like IKEA But With A Different Concept

SOGO Department Store. (Doc. Mall Kelapa Gading)

JAKARTA - The crisis during the COVID-19 pandemic can be faced in various ways. There are those who face it down, but there are also those who fight the crisis to be able to rise.

This is what SOGO Indonesia does. The department store continues to innovate as a form of survival strategy.

Managing Director at SOGO Indonesia Handaka Santosa said that during this pandemic, people are reluctant to linger outside their homes. Therefore, today's department stores must change the business concept by continuing to innovate. If it only provides a place to shop, it will be abandoned by the customers.

Furthermore, Handaka said that his party chose to strengthen the concept of one-stop shopping. Not only will they present a pharmacy at the entrance, but SOGO will also sell furniture like IKEA, but with different offers.

For your information, one-stop shopping is the concept of shopping for the needs of a product in one place or one-stop.

"Soon around October-November, we will make a furniture concept that's different from IKEA. The concept is different, what kind of room we serve, we design it", he said in a virtual discussion, Thursday, July 29.

Handaka said that this step was taken not only to make customers shop, but how to minimize possible spending of money but get maximum results.

"Later, if it is opened, surely you will leave other furniture shopping places and will only go to SOGO", he said.

Furthermore, Handaka admits that in a crisis situation or not, not everyone will be able to create very creative ideas. However, when implemented in the field, it often doesn't go as planned.

"It can't be just theories. Because people can come up with an idea, but in practice it's difficult", he said.

Handaka said there are two main keys that SOGO does to be able to survive in difficult times like today. First, experience, and secondly customer service. According to him, service to customers will greatly affect loyalty.

"That really had to be (done to) bind customers. Not only to be loyal but to make it the only choice (place) to shop", he said.

Handaka said, this customer service also really depends on the attitude of the employees. Therefore, according to him, employees must be able to improve their attitude for the better to support the achievement of customer loyalty.

"Our employees must have a different attitude, not only active but how can the former one be active, the second is creative. These two things must be implemented so as to produce something that pleases the customer", he explained.