GrandLucky Superstore leverages customer insights to curate its products

The superstore now operates in seven locations across Indonesia.

Whilst many fall behind in the dynamic retail sector, GrandLucky Superstore embraces constant change as it moves forward.

No wonder, the superstore was launched in 2022 through a joint venture (JV) with major Indonesian retailer, Erajaya Food & Nourishment, aiming not only to stay open but also to remain relevant through is product curation in seven locations.

“We aim to provide a one-stop shopping experience so that customers can fulfill their daily needs, from groceries to snacks and even cleaning supplies, all available in one location,” said Felicity Luck, director of GrandLucky Holding Group, in an exclusive interview with Retail Asia.

To enhance the one-stop shopping experience, the superstore is strategically located. There are four locations in Jakarta: at Mall of Indonesia, Sedayu City Kelapa Gading, Central Market PIK, and BSD City. Meanwhile, three of its outlets are outside Jakarta, with the first GrandLucky store located in Sanur, Bali. Additionally, there are supermarkets positioned in Sumbawa, Nusa Tenggara Barat, and in 2023, the superstore was launched in Pakuwon City, Surabaya under the brand name, Hokky Supermarket.

Speaking of strategic locations, Felicity referred to them as spacious land areas capable of accommodating standalone stores. Ample parking space to enhance consumer accessibility is also a must.

“Recently, we’ve been more focused on placing stores in residential areas because as time passes, the streets get more congested, busier, so it’s more suitable for us to get closer to residential areas. However, that’s not a rigid formula because the most important thing is that the location facilitates customer access,” she said.

Shifting to the layout inside the store, the aim of the design is to support a smooth flow of consumer shopping, from entering to exiting the store. The management even pays attention to detailed layouts of sections like seafood and meat, often wet, to avoid any discomfort for customers while visiting these stands.

“We strive to maintain a clear, not rigid atmosphere in each store, making it comfortable yet also tempting for customers,” Felicity added.

Product curation

The uniqueness of GrandLucky Superstore lies in its diverse product curation. This supermarket targets the premium market segment by providing premium imported and local goods that are rarely found elsewhere.

“An example we’ve recently implemented is offering various types of cooking soy sauce. In Indonesia, the common ones are sweet and salty soy sauce. But there are various types of soy sauce from each brand that have their own characteristics — some suitable for eating with siomai, some for satay, meatballs, and so on; and that’s what we’re trying to bring to the store to offer a variety of choices to consumers,” Felicity explained.

Apart from soy sauce, GrandLucky also offers a wide range of teas that have their own bear the uniqueness of the region where it originated. The same goes for coffee, which is available in blends of various types of beans from robusta to arabica.

The supermarket also presents typical food street souvenirs from several regions, such as lumpia from Semarang City and chips from Padang. Felicity even went great lengths to ask native residents of Padang to find out which chips were delicious before introducing them to the shelves.

“Our goal is not only to facilitate consumers in shopping but also to support SMEs to introduce their brands not only to the local market but also to foreign guests visiting,” she said.

Grab-and-go foods and ready-to-eat options are another feature that eases consumers’ experience at GrandLucky outlets. A variety of cuisines are available at the superstore, ranging from Western cuisine from France and America to Asian cuisine from India and South Korea.

The role of customer insight

In carrying select products, the superstore takes guidance from a specialised team that curates product shelves and ensures their quality. As for pricing, Felicity said they strive to set all prices competitively, keeping it affordable yet in line with the product’s quality.

Another strategy employed by GrandLucky is to get insights from consumers through surveys and focus group discussions with the Erajaya Food & Nourishment team to map out consumer desires and new habits.

“It’s not uncommon,” Felicity said about obtaining feedback directly from customers through conversations with store managers on-site. “Our team likes to pinpoint customers who frequently shop with us,” she said.

What usually happens is that these shoppers are approached by an on-site manager to inquire about their shopping experiences and what they like and need. “We apply this approach to ensure that we don’t overlook direct advice from our end-customers, which is highly valuable,” she said.

Staying relevant

Moving forward, GrandLucky Superstore continues to strive to stay relevant to consumers.

“The existence of technology, globalisation, and the COVID-19 pandemic has caused changes in consumer behaviour, shifting standards of living and quality of life. As retailers, we aim to always stay relevant with consumer changes,” said the retail executive.

She revealed that plans for expansion and collaborations are already underway. One of these collaborations with GrandLucky’s partner, Erajaya Food & Nourishment, is to strengthen the loyalty program to better understand consumers and the current trend of omnichannel concepts in the retail sector.

“We certainly don’t forget our core business, ensuring that these brick-and-mortar stores can meet consumer needs because we believe there is still a lot of untapped potential in the offline market. Thus, we pay close attention to the shopping experience at each of our stores. However, on the other hand, we also see the importance of digital, where both (offline and online) we hope to present them mutually,” Felicity said.

To enhance the shopping experience in the store, superstore management strives to introduce fresh concepts in each of their outlets. For instance, by expanding ready-to-eat concepts in their store at Central Market Pantai Indah Kapuk (PIK) Golf Island in Jakarta, they introduced health-conscious options. Local products were also made the latest addition to their new store launched last November in BSD.

“We aim to implement a fresh experience and endeavor to introduce new concepts in the stores we open. However, on the other hand, our core remains the same, focusing on providing everyday needs with the best quality alongside affordable prices,” she said.

With a desire to continuously adapt, offer unique and selective products, while meeting diverse consumer needs, GrandLucky remains committed to being a leading retailer in Indonesia.