Page 44 - Forbes - Asia (December 2019 - January 2020)
P. 44
SPECIAL ADVERTISING SECTION
ALFAMART:
MAKING HISTORY AGAIN
The Indonesian minimarket chain provides reliable services to its customers, knowing what their needs are today and
anticipating what they will be in the future.
Over the past two decades, Alfamart has
grown to become one of the largest mini-
market chains in Indonesia. To mark its 20th
anniversary in October, the company held
a month of celebrations at its 32 Alfamart
branch offices across the country.
Founded by Djoko Susanto in 1989, Alfa-
mart started as a trading and distribution
enterprise under the name PT Sumber
Alfaria Trijaya Tbk. In 1999, the company
entered the minimarket sector, and was
renamed Alfamart in 2002.
Today, Alfamart is one of the leaders in
the retail industry, serving more than 4.1
million customers every day at more than Alfamart convenience store in Alfa Tower, Alfamart Head Office, Tangerang. There
14,000 stores and 32 warehouses spread are more than 14,000 Alfamart stores located across Indonesia.
across Indonesia. Supported by about
120,000 employees, Alfamart offers afford- “It has become critical to understand enterprises (SMEs) and environmental
able basic merchandise in comfortable and provide relevant offerings to the cus- causes. For instance, Alfamart offers eco-
shopping venues that are easily accessible. tomer, and data allows us to do that,” he friendly bags to its customers.
Despite its success, the company shows says. This helps Alfamart to enhance the Alfamart has also been providing work
no signs of slowing down. Leveraging its overall shopping experience and delight opportunities to people from all back-
strategy in Indonesia, the company entered its customers. grounds, including the disabled. Further-
the Philippines six and a half years ago and While shifting consumer behavior more, it helps micro SMEs through a com-
has rapidly expanded there. It plans to add remains a challenge, this has been partly pany known as Outlet Binaan Alfamart
an additional 200 stores this year, bringing offset by a robust macroeconomic envi- (Alfamart Guided Outlet). It manages more
the tally to about 700 stores. ronment that is driving greater purchas- than 43,000 member outlets in Indonesia
ing power among shoppers. Alfamart has through this program.
Preferred Retailer for Consumers crafted a business strategy that capitalizes “We will keep striving to provide reli-
Alfamart CEO Anggara Hans Prawira on this positive trend over the longer term. ability to our customers and the surround-
believes the use of data analytics to stay The company will continue its efforts to ing community and earn their trust, not
ahead of the competition has become develop value-added services and custom- only to know what their needs are, but to
increasingly important in today’s changing ized products that are based on consumer anticipate what their needs will be,” says
retail landscape. preferences in a bid to increase its sales. Hans Prawira.
He adds: “As we celebrate the 20th
Alfamart For All anniversary of our amazing company, our
Alfamart has built a corporate market has never been larger, and we have
culture driven by the tagline: never had more choice for consumers than
“Alfamart For All.” This involves we have today. We’re just getting started,
adopting an ethos of giving back to make history again.”
to society. Simply put, “Alfamart
For All” is a way of thinking that
guides the company as it moves
forward and addresses major
local and global issues.
Its efforts in this endeavor are
focused in the fields of educa-
Alfamart is using data to know its customers and tion, social development, sup-
stay ahead of the competition. porting small and medium-sized For more information:
www.alfamartku.com
12 Indonesia
