Indonesia has been in lockdown for more than 3 months because of the Covid-19 pandemic. Everyone is required to stay at home and do all activities virtually starting from learning, working to shopping. But since mid-June, the government has begun to relax the rules by implementing “new-normal” condition where people have started to be able to carry out activities as usual by complying with existing health protocols. Even so, the government still prohibits the creation of events that can gather crowds in one place. One of the examples is bazaar event.
Market Museum is a creative company working to organize a retail bazaar for local Indonesian brands. Having a high popularity and demand, Market Museum can make 3 to 4 times retail bazaars in a year. This bazaar is usually held in one of the famous shopping centers in Jakarta such as Lippo Mall Kemang and also Grand Indonesia. The existence of this pandemic requires Market Museum to create a new strategy to continue to be able to run their bazaar event. Forbidden to trigger a crowd of people, the Market Museum was present on 11-15 June 2020 in collaboration with Tokopedia.
(Picture source: Instagram.com/marketmuseum)
Tokopedia is one of the most popular Indonesian companies specializing in e-commerce. The reason for the formation of this collaboration is to always be able to fulfill the needs of the Indonesian peoples by presenting a different shopping experience that has been adapted to current conditions. In addition, this bazaar was held to support the welfare of local brands, which of course experience difficulties in the midst of this pandemic. Because all products are displayed through the Tokopedia application, this bazaar does not charge the booth price that normally needs to be paid. There are more that 100 brands participating in this event.
This collaboration bazaar also provides many attractive promos for buyers. Starting from cash back promos and also free shipping provided by Tokopedia for the buyers to brands that offer products with discounts of up to 50% which are only valid at the time of this event. Moreover, some brands also make exclusive products that are only produced and sold specifically for this event with limited quantities such as Silvertote (bag brand), Baby Boo (apparel brand), and Venivoir. (shoes brand).
(Picture source: Tokopedia.com)
This Market Museum also presents to help government in tackling the current Covid-19 pandemic. This bazaar made a movement called “Berbagi untuk Indonesia”, which invites every buyer to indirectly make a change for Indonesia. Everytime the buyer buy products from brands that participating in this bazaar with a minimum purchase of IDR 200,000, they have contributed by giving a donation package to people in need that contain 1 strip of vitamin C, 1 hand sanitizer, 4 anti-bacterial soaps and 2 fabric masks.
(Picture source: Tokopedia.com)
In my perspective, the chosen strategy of Market Museum by collaborating with Tokopedia is the most appropriate steps in the current situation. The event can still run without the need to create a crowd where shopping can be done even from home. This event can help the economy of local businesses and also the promos given can attract consumers to buy the product offered.
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