49 Loyalty boost for expanding store network
COMPANY Matahari Putra Prima Tbk PT
BRAND VALUE US $165 million
YEAR ON YEAR CHANGE -29%
YEAR FORMED 2004
The Hypermart chain of hypermarkets is growing across Indonesia; it currently has 115 stores across at least 60 cities, and plans to open 11 more by the end of 2017, most of those beyond the island of Java. Hypermart has been rolling out its G7 format for the past three years, and is launching new stores and remodelling older ones in the G7 style. This provides a better experience for shoppers, with LED lighting, improved signage and eco-friendly coolers. G7 stores are intended to be more of a lifestyle destination, with in-store bakeries, ready-to-eat meals and homeware sections. About a quarter of all Hypermarts are now G7-format stores. The brand’s loyalty card scheme, Hicard, has seen a huge surge in members in the past year, from 3.9 million to 4.3 million; Hicard has broadened its appeal by offering memberships and promotions linked to third parties, such as beauty salons, car repair shops, hotels, and even educational lessons and check-ups at health clinics.
Humor tends to feature in Hypermart’s advertising, and the brand’s new brand ambassador, Vega Darwanti, is a TV presenter and comedian. The brand’s CSR work includes a recycling campaign for cardboard boxes in many of its stores as part of “One Pact, One Act for Our Earth” program. As the flagship retailer of Matahari Putra Prima, it accounts for almost 77 percent of group sales. The parent company also owns the smaller, high-end Foodmart brand, Boston health and beauty stores, and in recent months has opened SmartClub, a wholesale format. The company has been listed on the Indonesia Stock Exchange since 1992.