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Business  17, Dec 2013

Tokobagus repositions itself on speed; shifts focus to C2C market

Indonesian classified ads websites, Tokobagus, has undertaken the repositioning route, with a new logo and fresh tagline, which focuses on speed

Hoping to extend its reach beyond the B2C market, classified ads site, Tokobagus, has repositioned itself on speed. The new tagline, ‘Cara Tepat Jual Cepat’, meaning, ‘The Way to Sell Fast’, hopes to shift Tokobagus’ strategy towards the C2C market and draw in listings from users to sell their used items on the website. It’s earlier tagline was: ‘Jual beli bagus’, which means, ‘A good sale’.

Quick sale
The revised tagline emphasizes on how easy and fast it is to list and sell on Tokobagus. Users can also list high-value sales like used cars, motorcycles, and property on the website, besides the usual mobile phones, furniture, children’s toys and clothes. At the same time, buyers can save money by purchasing used items in good condition.

Michal Klar, Managing Director of Tokobagus, said that “We are happy to bring this opportunity to the Indonesian people, and we expect a greater number of private users to start selling and buying on Tokobagus in 2014.”

Hoping to give priority to C2C customers, listings of private sellers will be prioritized on the website. Also, sales via mobile devices would be encouraged.

The bold red statement
The logo too gives out a bold statement, getting rid of the black colour, while retaining the red. The old-fashioned bulb in the end too is gone. In comes a smart icon, bearing two facing heads, tethered by a smile. The two facing heads are in tune with the website’s C2C focus.

To promote the shift, the website has come up with a 360-degree multimedia campaign. The TVC urges people to unclutter their house and reclaim space by listing their unused household items for sale on Tokobagus and in the process make some money. In Indonesia, television still is the fastest medium to reach out to people. The website is extending the campaign to online and on-ground activities too.

A billion page views
Launched in 2005, Tokobagus claims that it “celebrated the new milestone of over 1 billion page views per month” back in July this year. “Since then, we have continued to experience rapid growth and are quickly approaching the next milestone, beating our own initial forecast. We are also happy to see that our users are very engaged, with more than 25 pages per visit on average. Moreover, we here at Tokobagus are excited to learn that these results have put us among the top five largest online classifieds in emerging markets globally,” said Alif Priyono, Chief Operating Officer of Tokobagus.

Priyono hopes that the website – with its growth – will put Indonesia on the e-commerce world map, alongside US and Western Europe. He said, “Tokobagus expects that once the Indonesian online market grows to its full potential, our service will rank fourth in the world among online classifieds. We want to put Indonesia on the map! Tokobagus Pasti Bisa! (Tokobagus can do it!),”  the COO said.

Also read: Is foreign investment a no-go for e-commerce companies in Indonesia?

Christine Siagian

Christine Siagian

Christine is a life-long digital learner: she spends most of her day and night getting to understand all things about internet! Based in Jakarta, Indonesia, she is interested in research, big data, digital start-up, technology, and entrepreneurship. If she is not working with data, you can find her running on treadmill, on the road, or in the hills. Currently training for ultra marathon this year.

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