EPIC Sale—Traveloka's big Sale every semester—has proven to bring good results to our business. To amplify the result, we want to bring the same level of excitement, more frequent–in smaller scale scope, with more targeted or thematic curation, while also tapping into user’s social network to create engagement and drive multiplicative business impact
February-March 2021
Traveloka
Traveloka Accommodation Pricing Team.
Product Managers, Interaction Designers, Copywriters, Mobile App Engineers, Front End Web Engineers, Web UI Developer, Backend Engineers.
On the first soft launch, we got a lot of traffic to this bazaar that was comparable to daily flash sale and also we got some traction from our users, without any additional marketing effort to publish the campaign. We planned to have this number up to the numbers comparable with the livestream's sale traffic.
The sharing mechanism, intended to organically "multiply" the bazaar virality, is highly used and much traffic to the bazaar comes from sharing mechanism, and even during the bazaar, there still many users to share the bazaar, and we see this as a success.
During the bazaar hour, there's a bump in transaction numbers, both for hotels in bazaar and in our general search result (not joined bazaar) for about [numbers redacted] increase.
From the hotel side, there are many interested and queuing up to sign up to join the bazaar, especially from chain hotels, they see this as a good campaign opportunity and sustain the bazaar interest in mid and long term.
The initial idea of the project come from the success of Epic Sale—Traveloka's big Sale every semester— and smaller scale flash sale and livestream, and how the behaviour of users sharing the sale to their friends, incentivized with Epic's Referral Program, show some early information of how people keen to spend effort to get the maximum discount as possible and even willing to share to friends, or even strangers, the link to epic sale referral. We get some rough initial idea of how we can tap into this "virality" and multiplication effects through social activity, or social gamification.
Epic Sale has proven to bring good results to our business. To amplify the result, we want to bring the same level of excitement, more frequent–in smaller scale scope, with more targeted or thematic curation, while also tapping into user’s social network to create engagement and drive multiplicative business impact.
We observed that sales that have limited edition atmosphere or exclusivity, can generate more hype, traffic, and trigger more transactions than a more generic way of doing discount. This led to a more often a sold out discount and optimised cost to get the transactions.
Currently, Traveloka Hotel have some mechanisms to trigger potential buyer to book hotel in Traveloka with Limited Time mechanisms, and with currently now we have livestream and flash sale, as well as epic sale, we are looking to find out the best way to optimise how to generate hype and excitement program to multiple programs to trigger impulse buying with limited time promo or similar mechanisms.
A limited time or similar mechanisms can trigger more prompt for people to book hotels in Traveloka and we view this as one of the ways to increase the number of transactions in this low business climate and help the recovery phase.
Thus, we as a team want to find out multiplication effect mechanisms that scale up the transaction number, and sustainable and reliable growth in the future for Traveloka, hopefully hard to replicate (for competitors).
<aside> ℹ️ Fun Fact*: Although the name is resemble the name of Grand Bazaar in Istanbul, the actual intention of this "Bazaar" is more closely represent with Indonesian adaptation of "bazaar", a festival like market, full of pop-up booth, held in set number of date, usually involve many discount or cut-price for the goods sold.*
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