August 15, 2022

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Gojek: How GoFood is leveraging its strongest ingredient – information

The common revenue of GoFood MSME retailers elevated by 66% YoY in 2021, which Gojek believes is attributed to its know-how that helped retailers keep resilient amid the pandemic.A current analysis indicated that GoFood is probably the most owned and most used on-line meals supply app in Indonesia, with the best transaction worth in 2021 (IDR 30.65 trillion).Thus far, Gojek has a couple of million registered GoFood retailers on the platform in Indonesia alone, of which 99% of them are MSMEs.GoFood, the meals supply arm of Indonesia’s superapp Gojek, has been main the archipelago’s meals supply trade for years now. In truth, because it was launched in 2015 as Gojek’s begin to its superapp journey, GoFood has been the principle contributing issue to the previous’s development.Contemplating how micro, small, and medium enterprises (MSMEs) are the spine to the Indonesian economic system, Gojek has, since its early days, swooped in to assist reply the challenges and create a extra stage enjoying area for MSMEs to unfold their wings. Briefly, Gojek by way of GoFood and different providers it supplies, have been accelerating the expansion of MSMEs to do enterprise within the digital economic system.A analysis by the College of Indonesia confirmed that 4 out of 5 MSMEs consider that GoFood has helped to spur their enterprise development as they’re able to leverage on advantages together with GoFood promotion alternatives, broader market entry, ease of operational administration via the GoBiz software and entrepreneurship coaching. Tech Wire Asia lately had the prospect to meet up with Gojek’s head of meals and Indonesia gross sales & operations Catherine Sutjahyo to debate how the nation’s most useful firm leverages on information to know the wants and preferences of each its MSMEs and customers.During the last couple of years, competitors has been cut-throat within the meals industries, particularly in Asia. What kind of applied sciences GoFood is adapting to boost its providers? The pandemic has been a catalyst for Indonesia’s digital economic system, with an rising variety of people, each customers and culinary MSME companies, counting on on-line platforms for his or her day by day wants. In step with this pattern of extra customers and companies going digital, we’re optimistic that on-line meals supply providers in 2022 will proceed to develop. Competitors has been cut-throat within the meals industries, particularly in Asia. (Photograph by BAY ISMOYO / AFP)With this in thoughts, Gojek and GoFood are persevering with to innovate and enhance our product and repair choices for all members of our ecosystem – our customers, MSME retailers and driver companions. Our purpose is to make sure we will proceed assembly their day by day wants and the rising demand for digital options. We’re always adapting and leveraging applied sciences, which embrace; tapping into information personalization to drive hyperlocal experiences. For us, hyperlocal means driving customers’ urge for food in the direction of native culinary decisions inside their neighborhood.As such, we proceed to make the most of information personalization know-how to spice up the publicity of native MSME retailers. Customers will get their very personal culinary suggestions from close by MSME retailers per their distinctive preferences, offering them with a extra pleasurable meals discovery expertise. We even have our A number of Orders (Order Sekaligus) characteristic that enables customers to order from a number of eating places in a single location, with just one supply price. Since its launch, it has expanded into 41 areas throughout seven cities, together with Jabodetabek, Bandung and Surabaya. Earlier this 12 months, we additionally launched a pilot undertaking for the adoption of automated robotic know-how geared toward enhancing operational effectivity and driver comfort, notably for GoFood A number of Orders. The robotic will acquire orders from a number of eating places and place these at a single choose up level for our driver-partners to gather and ship. Such know-how adoption is the primary in Indonesia’s on-line meals supply panorama.May you share how GoFood makes use of information to optimize and improve its providing — particularly through the pandemic?Knowledge analytics performs a vital position in GoFood’s enterprise, particularly within the growth and enhancement of the GoFood app, the place we’re at all times in search of modern methods to fulfill the varied and evolving wants of our customers and retailers. For instance, GoBiz, Gojek’s all-in-one service provider app, supplies retailers insights on their transactions and efficiency, permitting them to extra successfully strategize for his or her companies. Knowledge additionally gave us the perception that many GoFood retailers have been first-time enterprise homeowners, and it was primarily based on these findings that KOMPAG (GoFood Companions Neighborhood) was set as much as function an official discussion board for MSME retailers to community and share finest practices with one another, and supply them with training and coaching. KOMPAG has over 119,000 members in 70 cities at this time, and has supported the expansion of quite a few small culinary retailers.Moreover, GoFood leverages information analytics to supply menu suggestions and probably the most related searches, tailor-made to every person’s particular person preferences. These are curated and displayed primarily based on person behaviors and their order historical past to raised cater to them. As an illustration, our #Rekomendasik marketing campaign, which was launched this 12 months, gave customers a curated hyperlocal menu that was constructed primarily based on their areas and order timings, and comprised retailers with excessive scores and good critiques. Along with personalised search and suggestions, the marketing campaign additionally gave focused promos to customers, making certain they get probably the most related offers primarily based on their preferences. By tapping on information, we’re persevering with to additional optimize our GoFood choices to supply extra custom-made options and enhanced experiences for each retailers and customers.What are the variety of GoFood retailers to this point? And what’s the variety of app downloads thus far?Thus far, we’ve a couple of million registered GoFood retailers on the platform in Indonesia alone, of which 99% of them are MSMEs.Gojek riders wait for his or her supply orders at a distribution centre in Surabaya on Might 17, 2021, as Gojek and Tokopedia unveiled a merger to kind GoTo Group, creating the most important tech agency on this planet’s fourth most populous nation. (Photograph by Juni Kriswanto / AFP)Would you be capable of share statistics on GoFood, such because the variety of deliveries made all through the pandemic within the final two years or so?We at the moment are seeing a rising variety of retailers embrace know-how to develop – for instance, the variety of GoFood companions who utilized Gojek’s digital promotion instruments throughout Ramadan this 12 months grew by 46% in comparison with the earlier 12 months. Analysis by the College of Indonesia additionally confirmed  that 4 out of 5 MSMEs consider that GoFood has helped to spur their enterprise development as they’re able to leverage advantages together with GoFood promotion alternatives, broader market entry, ease of operational administration via the GoBiz software and entrepreneurship coaching.On the identical time, Gojek’s providers are additionally designed to enhance the day by day lives of thousands and thousands of customers by offering them with the products and providers they want in probably the most handy method attainable. Throughout Ramadan this 12 months, we noticed the variety of customers utilizing GoFood develop by 25% as in comparison with Ramadan 2021. GoFood additionally continues to be customers’ platform of alternative – current analysis by Tenggara confirmed that GoFood is probably the most owned and most used on-line meals supply app in Indonesia, with the best transaction worth in 2021 (IDR 30.65 trillion).What does success seem like proper now for Gojek and GoFood specifically?For Gojek and GoFood, what’s essential for us is to proceed creating added worth for everybody in our ecosystem. We’re dedicated to serving to MSMEs develop their companies, and with the ability to try this while additionally seeing development in buyer loyalty is what makes us most proud. Based mostly on a survey performed by the College of Indonesia1 final 12 months, the typical revenue of GoFood MSME retailers elevated by 66% in 2021 (YoY), exhibiting how GoFood’s know-how has helped  retailers keep resilient amid the pandemic.Customers additionally proceed to belief GoFood for his or her culinary wants. In accordance with the identical survey, nearly all of customers are loyal Gojek clients, with 86% of customers surveyed prepared to proceed utilizing Gojek providers together with GoFood, no matter promo availability. We now have additionally seen our loyal person base strengthen – our GoFood Plus subscription package deal that offers customers immediate entry to varied reductions and promotions together with supply price reductions, has been highly regarded amongst customers, with subscriptions rising nearly 5x from January to June 2021. We’re happy with what we’ve been capable of convey to our customers and merchant-partners thus far,  and can proceed to develop and improve providers to cater to customers’ wants whereas offering  the absolute best alternatives for our retailers.
Dashveenjit Kaur
| @DashveenjitKDashveen writes for Tech Wire Asia and TechHQ, offering research-based commentary on the thrilling world of know-how in enterprise. Beforehand, she reported on the bottom of Malaysia’s fast-paced political enviornment and inventory market.

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