Blibli and Tiket.com Officially Integrate Accounts, Efforts to Strengthen Ecosystem and Loyalty
The Blibli and Tiket.com platforms officially announced the integration of user accounts on both platforms. This step is claimed to be the first synergy between an e-commerce platform and an Online Travel Agent (OTA) in Indonesia. Tiket.com itself has been acquired by Blibli since last June 2017.
Delivered at a virtual press conference, Ticket.com Co-founder & Chief Marketing officer Gaery Undarsa said that this was the first step to strengthen the digital ecosystem on their respective platforms in a seamless and integrated manner.
“We see that people’s needs are increasing, they want everything to be practical and fast. We want to be the most customer-centric OTA. With this synergy, users can get the maximum experience and benefits,” said Gaery.
Blibli Chief Marketing Officer Edward Kilian Suwignyo added, this synergy combines the advantages of each platform into a single user account. That way, users can enjoy the benefits efficiently.
Meanwhile, Co-Founder and Chief Marketing Officer of Tiket.com, Gaery Undarsa, said that account integration is an effective and easy solution for Tiket and Blibli users, to get benefits on both platforms, with the same account.
“Integrating user accounts is the first step in the continuous synergy that the two platforms will carry out in the future,” he said. To be able to enjoy an integrated transaction experience, users must first connect or match Blibli and Tiket.com accounts.
The synergy of these two digital economy players in Indonesia strengthens a complete service ecosystem in a valuable, integrated and sustainable shopping, business and travel experience.
Once validated, users can transact anything in the same account to meet their daily needs, travel, recreation, fashion, to electronics. Some of the rewards that can be enjoyed include free shipping vouchers, dedicated customer care lines, and early access to various promotional programs.
This synergy also makes it easier for users to contribute to one loyalty level to level up automatically, following the highest level of Blibli Loyalty and Elite Rewards membership on Tiket.com.
Cross Vertical Collaboration
In the context of strategic collaboration, inter-platform/startup synergy is not something new in the Indonesian digital industry. In fact, in the last few years, there has been more synergy between startups and digital banks.
For example, Akulaku-Bank Neo Commerce and Gojek-Bank Jago. However, the synergy between OTA and e-commerce carried out by Blibli and Tiket.com seems to be a first in Indonesia.
This step makes sense considering that the OTA platform has begun to strengthen its lifestyle product line since the Covid-19 pandemic brought down the tourism market, which has contributed significantly to the OTA business.
Meanwhile, the synergy carried out by Tiket.com and Blibli seems to be a strategic step to increase the valuation related to the news of the two IPO plans.
Tiket.com, as Bloomberg reported last year, is considering an IPO and joining one of the super apps. Blibli is also rumored to be going public. For information, both are digital subsidiaries of the conglomerate company Djarum Group.
Last year Blibli partnered exclusively with digital bank “blu” which incidentally is a subsidiary of BCA which is also owned by the Djarum Group. Like the synergy above, the collaboration between Blibli and blu is claimed to be the first e-commerce platform integrated with a digital bank.
Increase User Base and Transaction Growth
Both companies are optimistic that this integration can increase the user base of the two applications with the potential for increased transaction growth.
Throughout 2020, Blibli recorded a year-on-year growth of 2.5 times. The highest product category growth was local MSME products at the Indonesian Gallery, gadgets and electronics, household needs, and Home & Living.
Meanwhile Tiket.com noted that in the fourth quarter of 2021, the most popular tourist destinations among the public were Medan, Denpasar, Surabaya, Jakarta (Jabodetabek), and Bandung. Compared to 2020, there is a performance growth of 40 percent in 2021.