Erha's Webstore: Strengthening Brand Positioning & Improving Customer Experience
Erha is an Indonesian-based beauty brand founded in 1999. Erha started as a clinic in Jakarta, specializing in personalized skin care through a wide variety of products and services. Erha Clinic has now become one of the leading brands in the skin specialist industry with their comprehensive personalized therapy services ranging from skin, body, to scalp and hair treatment. In the past years, Erha Clinic has grown rapidly with a total of 105 clinics spread across various cities in Indonesia.
Business Expansion Through E-Commerce
After more than two decades of providing their products through offline means, Erha began to grow their online presence in various marketplaces, allowing consumers to purchase Erha's skincare and hair products that do not require a doctor’s prescription. To further expand their consumers’ reach and boost their online growth, Erha also launched their online webstore erhastore.co.id in 2019.
The launch of Erha's online webstore further emphasizes its positioning as a brand that provides a variety of effective skincare products, and of course, can be purchased without a required prescription. "The brand perception that we want to build is Erha isn’t just a clinic or skincare product outlet, but a brand that provides complete skin solutions," said Alfons Sindupranata, Chief Executive Officer (CEO) of Derma Global Ventura (Erha's holding company).
Improving Customer Experience with SWIFT by SIRCLO
Erha’s webstore launch is one of the many strategies that is geared to create a seamless customer experience. Through this strategy, Erha aims to give easy access for the customers in purchasing Erha products from anywhere, at any time.
According to Afril Wibisono, Business Head of Erha’s E-Commerce & Digital, the webstore launch in fact contributed to the sales increment of Erha's skincare and hair care product lines. This was particularly notable on its online platforms where their products’ sales have increased over threefold in 2021, compared to 2019. In addition to increasing sales, their webstore’s metrics feature helps the Erha team in identifying potential customers and getting to know their customers better. Through this feature, Erha is able to classify their buyers into new users and loyal customers, as well as determine the best marketing strategy for their online selling platform provided by SWIFT by SIRCLO.
“The webstore launch in fact contributed to the sales increment of Erha’s skincare and hair care product lines. This was particularly notable on its online platforms where their products’ sales have increased over threefold in 2021, compared to 2019.”
"With the growing online presence, the first strategic benefit is that more people will be able to recognize Erha’s wide variety of products as its visibility is elevated online. The threefold growth in online sales we experienced did not only come from our loyal customers, but a number of new customers as well. This indicates that more and more people trust Erha as the skincare brand that they can rely on. Our online sales performance gives us an avenue to learn about our customer's acceptance or behavior towards our skincare products,” said Alfons Sindupranata.
The development of Erha's online platform has become their learning medium to always stay agile and keep trying to get to know their customers better; as a way for Erha to easily accommodate changes in their customers’ demands.
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About ICUBE by SIRCLO
ICUBE is an agency providing e-commerce technology and solutions for retail businesses. As Magento Premier Solutions Partner in Indonesia since 2010, ICUBE has launched and managed more than 100 Magento-based sites. ICUBE has also launched Swift products to meet e-commerce and omnichannel needs for medium-sized businesses. ICUBE is trusted by local and international clients, including clients from Singapore, Malaysia, Australia, America, and Hong Kong which includes big brands such as Kawan Lama, Krisbow, KlikMRO, 9to9 Online, Hush Puppies, L'Occitane, Elemis, Venchi, Erha Store, Nutrimart, Eiger Indonesia, Royal Canin, Mitra10, Lotte Mart, and many more.
In May 2020, ICUBE officially merged with SIRCLO, a leading e-commerce enabler solution provider in Indonesia. The merger combines thousands of their clients, bringing both parties together the strengths to help more businesses and brands carry out an effective and efficient digital transformation.
See more information on ICUBE at icubeonline.com and SIRCLO at sirclo.com.
