CO.CHOC TOUCHPOINT AND BRAND ISSUE
Hey, come back again to discuss the Brand Inventory from Co.choc. This time the writer will discuss something quite interesting, namely the touchpoint brand. What is a touchpoint? Touchpoints are important interactions in the consumer journey that help determine important moments to build or erode customer trust in a brand. Touchpoints is a relationship process between the customer and the brand before, during, or after they purchase the product brand. Touchpoints are very important in order to improve the quality of service and brand products. Touchpoint creates new and more memorable experiences that drive sales figures while increasing Co.choc customer satisfaction.
Brand-Owned Touchpoint
Brand-owned Pre-Purchase Touchpoint
Touchpoint is an important aspect for Co.choc to increase brand awareness and consideration of their products. The main channel that Co.choc uses for their touchpoints is their social media, Instagram and Facebook. The owner of Co.choc admits that Instagram media is active in providing information to build their touchpoints with customers. They also have email and Whatsapp as other channels, but these channels are used more for franchise and partnership information purposes.
Outlet Locations
Co.choc has around 150+ outlets throughout Indonesia. Of course, information on the existence of outlets is one of the most important things so that consumers can reach Co.choc. In the city of Bandung alone, Co.choc also has more than 25 outlets, so it is a matter of influence for visitors to choose which outlets they will visit. Usually consumers will choose outlets that are close to where he is located and easy to reach. With that, one of the Co.choc’s considerations in selecting an outlet location is by choosing a strategic place that is easy to reach by potential customers.
Diversity of Drinks Offered
The diversity of Co.choc beverage products is one of the things that are often shared on their social media accounts. Not infrequently they post photos and videos of the diversity of their drink variants to attract attention. They also often share photos of models and consumers enjoying fresh Co.choc drinks to arouse consumers’ appetites. This is a touchpoint that is quite successful in making consumers curious so that they come to outlets to enjoy the delicacy of Co.choc drinks.
Promotions
Co.choc is one of the brands that hold promotions the most. They use this to be an effective touchpoint considering that now almost everyone will be tempted by a promotion. They will usually post the promotion on their social media account, Instagram. Most often they hold promotions such as discounted prices with media channel partners, Gojek and Grab. Not infrequently, they take advantage of certain moments as a means of promotion such as holding a giveaway on Valentine’s Day or a discount at the end of the month which certainly attracts consumers, especially students and young people. This promotion not only increases their brand awareness but increases their relationship with consumers.
Advertising
Advertising is not just a medium to promote products but can also be a touchpoint for a brand. Co.choc uses advertising media to connect with consumers. Co.choc often uses online advertising such as Instagram ads and Facebook ads. Usually this advertising is used to notify the opening of new outlets. Co.choc also uses offline or physical advertising media such as banners and brochures. Oftentimes, promos are also inserted in their advertising, such as during the Grand Opening they also hold Buy 1 Get 1 on Co.choc beverage products.
Brand-owned Purchase Touchpoint
Store Ambience
Store ambience is one of the touchpoints offered by the brand. Starting from the selection of strategic outlets so that it is easily accessible by visitors. Store Co.choc is also quite simple and unique, they are more inclined to take-away and outlets concept which is not too wide but quite comfortable and clean. Even though with the take away concept, they still provide several chairs and small tables for visitors who want to relax for a while enjoying the delicious Co.choc drinks. Adjusting to their brand, the Co.choc store also uses a predominance of brown and white tones that seem calm and warm for visitors.
Variation of Drinks
The variety of the drink menu offered is the most important touch point because of course visitors will have different tastes. Co.choc is indeed a chocolate based drink but they make variations of their chocolate drink which is certainly an attraction. The Co Choc outlet presents 10 variants, namely signature dark chocolate, classic chocolate, choco strawberry, choco army, matcha, red velvet, West Java, Sumatra, thai tea, and thai tea chocolate. Following the current trend, namely boba, they also released a boba series which tastes no less delicious. Besides being varied, Co.choc also offers quite affordable prices. Starting from 15 thousand rupiah, visitors can enjoy delicious and fresh Co.choc drinks. Recently, Co.choc has also made an innovation by creating a menu based on the zodiac, so if visitors are confused about which variant to buy, they can buy the variant according to their zodiac sign.
Menu Posters and Banner
The menu is a touchpoint as a means for consumers to choose the drinks they will order. When visiting each Co.choc outlet, visitors will be immediately treated to a poster and menu banner from Co.choc. The Co.choc menu consists of a variety of drinks from Co.choc and their prices. The menu is also equipped with variations and descriptions of drinks so that consumers can imagine the shape & taste of the drink to be ordered and of course evoke the delicacy of beverage products.
Staff Friendliness
When we come to the outlets of Co.choc, we are immediately greeted warmly by the staff and baristas from Co.choc. This is also one of the important touchpoints for building relationships with consumers. All Co.choc staff are very friendly, starting from the cashier who will serve us in ordering drinks and always providing recommendations for best seller menus & ongoing promotions so that baristas always smile when they want to give drinks.
Beverage Making Process
This is one of the most compelling and one of the touchpoints brands are using. Co.choc does use the concept of open kitchen and transparency so that visitors can see the process of making their drinks. Co.choc also puts forward a unique chocolate drink making technique, the ganache technique. Apart from attracting the attention of visitors, this is also a container to build the quality of the product because visitors can see that their drinks are made hygienically and are safe for consumption.
Drinks Served Always Fresh
The key to enjoyment of drinks is to always stay fresh. This is certainly an important touchpoint to pay attention to. Co.choc always uses fresh ingredients to produce products with perfect enjoyment. They also present their new beverage products after the order is placed so that every consumer gets a Co.choc beverage product that is guaranteed freshness.
Unique and Comfortable Packaging
Co.choc is a drink brand with a take-away concept so packaging is the most important aspect. Co.choc serves their drinks in a unique packaging and of course they are safe. Especially with the takeaway concept and many Co.choc products purchased using online packaging delivery services in a spill-resistant design so that the drinks arrive in the hands of consumers safely and are still delicious to enjoy. The packaging is also designed quite simply but aesthetically so that not a few consumers capture and post on their social media accounts. This is certainly one of the touchpoints by a brand that is built quite well and innovatively.
Brand-owned Post-Purchase Touchpoint
Billing
After consumers purchase drinks, Co.choc always provides a billing receipt as their post-purchase. Billing is a part of payment options services and is used as proof for consumers after making a purchase. Billing can also increase customer satisfaction because they also get detailed information about the product items they have purchased. Unfortunately, the billing used by Co.choc is still manual, even though with the development of technology many other brands have used e-billing to increase customer experience and be eco-friendly.
Social Media Interactions
Co.choc is very active on their social media. If we look at the Co.choc Instagram account, they always maintain relationships with consumers which is a touchpoint that is quite successful. Not a few of the visitors who shared their experiences on Instagram Stories did not forget to tag the Instagram Co.choc account and Co.choc always repost all stories from customers, don’t forget to also add a caption of thank you to consumers who have bought their products. Co.choc also always creates interactive content to maintain brand relationships with consumers, one of which is by creating a question box on Instagram Stories to invite consumers to share their experiences with Co.choc. This certainly invites enthusiasm from consumers and they are also happy because all their stories are also shared on Co.choc Instagram stories.
Follow Ups
This section is also one touchpoint that is no less important. Co.choc always provides follow ups for consumers after making a purchase. As previously mentioned, many of the visitors posted about Co.choc beverage products and their experiences with the brand on their Instagram accounts. Not just reposting, Co.choc also always follows up consumers by asking about consumer satisfaction with their products and brands through direct Instagram messages. If there are consumers who complain about the brand, Co.choc will also follow up by contacting the relevant customer, making an apology and not hesitating to make improvements. This is done to improve and maintain the good name of the brand for the better.
Partner-owned Touchpoint
Co.choc also has 2 partners who help develop the touchpoint brand. Co.choc has partners for distribution as well as management & marketing.
Grab and Gojek
Along with current technological developments, online delivery services are available only through applications, namely Gojek and Grab. From the beginning of its launch, Co.choc has indeed collaborated directly with Gojek and Grab as their distribution partners. It can also be noted that consumers are more likely to make purchases using these online application services because they are practical and fast. Co.choc has also become one of the favorite merchants with highest ratings on Gojek and Grab and often carries out promotions with the two applications, which is one of the tips to attract consumer attention and boost sales. However, this should be a concern of Co.choc as well because it creates a lack of direct interaction with consumers because consumers prefer to make purchases through the two inter-service applications rather than coming to their outlets.
Mitra Boga Ventura
Co.choc is indeed a partner of Mitra Boga Ventura. This can be their touchpoint because apart from helping in the management and marketing of Co.choc, they are also active in information and advertising from Co.choc. This is done to assist Co.choc in improving quality and in networking with wider consumer relationships.
Consumer-owned Touchpoint
Customer Testimonial
Customer testimonial is one of the touchpoints obtained from customers. Consumers usually do testimonials on their social media such as reviews of Co.choc products that they have purchased. Some consumers also leave comments on Co.choc social media accounts or via direct message. So far, customer testimonials from Co.choc are quite satisfying. Co.choc always does the best service and maintains the quality of the products they produce to create good customer testimonials too.
Word of Mouth
Touchpoints that come from Co.choc customers are also word of mouth. This of course cannot be controlled by Co.choc because it is purely based on consumers themselves. This word of mouth is also a pre-purchase for the Co.choc brand. In fact, word of mouth is a touchpoint that raises the brand name and sales as well because Co.choc always increases customer satisfaction with their brand as well. Many of the visitors were satisfied with the services and products of Co.choc and did not hesitate to recommend the beverage products to their friends and relatives. This is also one of the successful Co.choc marketing strategies.
External Touchpoint
External factors are also very influential in determining the touchpoint. Sometimes external factors often become unexpected touchpoints for a brand.
Food Blogger
The Co.choc brand is quite popular in the food and beverages sector. This invites food bloggers to review products from Co.choc. Most of these food bloggers do reviews in the form of videos on their YouTube and Instagram posts. This is what makes food bloggers an aspect of the pre-purchase touchpoint because it influences the audience to buy Co.choc products. Related to this, Co.choc also cannot control the review carried out. But until now, many food bloggers have done good and interesting reviews. They brought a review by drinking Co.choc products and created an aura of freshness when drinking this brand product that made consumers tempted. In fact, not infrequently of these food bloggers who claim to repurchase Co.choc products and post them on their social media accounts so that they attract audiences to be influenced to buy Co.choc products.
Restaurant Searcher and Travell Sites
Reviews and ratings are also determinants for consumers before making a purchase. There is no doubt that the Co, choc brand is also well-known in Indonesia so that it has invited several traveler sites and restaurant searches to conduct ratings & reviews on Co.choc products. Some of these sites have indeed initiated the inclusion of Co.choc without prior notification, but there are also those that invite them to become their partners. These sites provide information about information about Co.choc from the outlets to the products served. They also display reviews and ratings made by consumers who have bought the product. Of course this cannot be controlled by Co.choc because it is pure ratings and reviews from visitors. If there are errors related to information and some unfavorable reviews, usually Co.choc does follow ups to parties from the site and to the reviewers. This is done to maintain the quality and good name of the brand because this certainly affects the pre-purchase touchpoint. So far the ratings and reviews that are displayed about Co.choc are quite good.
Brand Issue
There is a gap in Touchpoints
This is related to Integrated Marketing Communications (IMC). Integrated Marketing Communication (IMC) has become a concept that is increasingly being accepted in the marketing world. Given that Co.choc has become a brand that is quite popular and well-known in Indonesia, they have not yet fully developed their IMC. Integrated Marketing Communication (IMC) can increase the point of the brand because it can increase the consumer experience and make it easier for consumers. Co.choc itself has made interactive content which is quite interesting on their social media accounts, unfortunately it has not yet become integrated communications. They create content such as promotions on the Gojek and Grab applications but it is not linked so that consumers must take more action. This is certainly the emergence of a gap at its touchpoint with brand communications.
Co.choc has made information related to outlets, ongoing promotions and product prices, but in the form of posters and highlights on their Instagram profiles. However, it is seen that there are still some comments asking about the location and price of their products so that some consumers still haven’t considered it and maybe this is because the information is not directly linked so consumers have to take another action. Even though Instagram itself has a shopping feature that can link photos of product posts at prices and consumers will be directed to the application to make purchases. But here Co.choc has not implemented the IMC strategy, causing gaps and less than optimal touchpoints.
Problem of Store Touchpoint
Co.choc does carry the take-away concept. Their outlets are made minimalist so they do not require a large area. However, this is one of the problems with the touchpoint store. Direct contact with consumers only lasts for a while and reduces keep in touch directly with consumers. Each Co.choc is indeed provided with several chairs and small tables like the concept of a small bar, but because of this limitation, consumers rarely hang out on the spot. So hold the touchpoint, only order and payment, the manufacturing process, pickup, the consumer goes home. Even though there is an opportunity for Co.choc to create a hangout concept considering that their target market is mostly young people.
Apart from the promotion and convenience factors, the issue on the touchpoint store can also affect more purchases through Gojek and Grab. The condition of the store that is not too big makes consumers prefer the online delivery order option using Gojek and Grab. If there is a promotion at a certain event such as Buy 1 Get 1, of course it will be very influential because there will be queues and lots of visitors but the conditions of the outlets are small so that it creates an uncomfortable site for visitors. This indeed has to be considered again by Co.choc in order to also increase the touchpoint store.
Recommendation
Although Co.choc is quite popular in Indonesia and the marketing has been quite successful, there are still some improvements that need to be made. They need to notice that there is still a gap at the Co.choc touchpoints. Along with the development of the communication strategy, Co.choc must be able to develop Integrated Marketing Communications (IMC) so that their messages and touchpoints can be conveyed properly & on target.
In the digital world, customers are not just looking for their favorite products or services. But consumers want an experience that is exactly what they want. Through the IMC strategy, customers will help determine how the brand message is conveyed, resulting in better results for the touchpoints that have been built. IMC strategy not only reinforces the same message in the minds of consumers, but also can maintain a clear message and purpose in Co.choc. The strategy will also break the gap between touchpoints.
The concept of Co.choc’s take-away is quite innovative, so it also minimizes costs, but in the food and beverages business, there is inevitably intense competition. Therefore, Co.choc must take advantage of the opportunities that exist in order to survive. Co.choc can grow its business by adding an in-store concept at each of their outlets to solve the store touchpoint problem. This will also make Co.choc keep in touch with consumers and increase customer satisfaction with the brand. This strategy can improve post-purchase touchpoints so that consumers do not just buy products and then go home but can increase the consumer experience by hanging out casually with friends or relatives at the Co.choc outlet.