Digitalization is a new goal for all businesses, especially when entering the era of a new life order (new normal). It is seen that all business sectors are competing to absorb digital penetration in their services. Markplus Inc. CEO, Iwan Setiawan said, but not all sectors are ready to adopt digital.
Unpreparedness sometimes comes from the company itself, sometimes it also comes from its customers. From the consumer side, unpreparedness comes from the older generation (low generation) and low income people who do not have much internet access because they cannot afford to buy quotas.
“From the industry side, unpreparedness exists in business processes that serve customers face-to-face dominating and industries with intensive workers,” Iwan said in the Marketeers Hangout webinar, Thursday (6/18/2020).
The following sectors are the most ready to adopt digital and the sectors least prepared according to the Markplus Inc.
1. Modern retail
Modern retail consumers such as vegetable shops are one of the businesses that are most ready to adopt digital. This can be seen from the shift in the pattern of consumers buying household needs during the Covid-19 pandemic. During Covid-19, offline shopping behavior was only around 28.9 percent. That number is smaller than the behavior before Covid-19 by 52.3 percent.
Meanwhile, customers searching for and shopping for vegetables online rose to 28.9 percent from 4.7 percent before the Covid-19 pandemic. The increase also occurred for customer behavior that looked at household needs offline but bought it online.
This behavior rose to 13.3 percent from 11.7 percent. Uniquely said Iwan, in addition to consumers who are ready to adopt digital, the industrial ecosystem is also very ready to adopt digital. Readiness can be seen from the emergence of various e-commerce sites such as Tokopedia, Bukalapak, BliBli, Shope, and so on.
Readiness is also seen with the emergence of the delivery industry (Gojek, Grab, Go Mart, Go Shop, and Grab Fresh), direct communication via WhatsApp / Line, the official store page (Transmart Online, Lotte Mart online, Click Indomaret), and online grocery such as Happyfresh and Sayurbox. “Now the logistics system is also very ready. In the midst of a pandemic, moreover, forced to become accustomed,” said Iwan.
2. Automotive Sector
The automotive sector’s readiness is reflected in the readiness of its customers to buy vehicles online. But when viewed from the industry, not all industries are ready to adopt digital. “Now that the dealers are ready, maybe only the major players (main players). But almost the rest are not ready at all to go online. We hope they build capability,” said Iwan.
Customer readiness can be seen from the Markplus analyst. As many as 62 percent of the surveyed automotive customers want dealers to have a purchase application, 56 percent of customers want automotive companies to provide home delivery and do a test drive at home, and 41 percent want online payment. Furthermore, 34 percent of customers also want a feature to check the real condition of a vehicle that they want to buy virtually, and 27 percent want a vehicle checking feature via video call.
In addition, customers are also ready to adopt digital after buying a vehicle (after-sales) for car maintenance and repairs, such as updates on new parts procurement, home service, video call consultations, program loyalty for every parts purchase, and so on.
3. Life Insurance
Unpreparedness of the insurance world occurs because of the unpreparedness of the public / customers to buy insurance online. Because Iwan said, there are still many people who think there is no benefit insurance. For this reason, insurance companies currently still rely a lot on agents.
During the pandemic, marketing was not optimal because discussions between agents and the community only took place one way.
“When people have passed, it is usually very difficult to go digital. When asked about digital engagement insurance priority or not? The answer is at the bottom of all. In life insurance, even though big players already have an online platform for their agents. But not all customers are ready, “said Iwan.
4. Property sector
Iwan said, the sector that adopted digital for the longest was the property sector. There are many obstacles from property players and customers themselves. “The longest going digital category is property.
For example, people want to buy a house but the transactions online, usually the details of the house are not detailed, there are some that they hide. So you have to contact the person to find out more. It’s still a long journey, “he said.
Even so, there are some customers who have expected to adopt digital. Many of the customers who want to do a virtual consultation on buying a house, DP promos, and quick responses.
“But not all players in property are ready. The point is that one strategy cannot be adjusted for all sectors. There needs to be other marketing techniques,” said Iwan.