MR.D.I.Y. Launches 'Hemat Mantul' Campaign to Boost Year-End Sales

Strategic Promotions During Peak Shopping Season

PT Daya Intiguna Yasa Tbk (MDIY), the operator of MR.D.I.Y. retail chain in Indonesia, has launched a nationwide promotional campaign titled 'Hemat Mantul' to capitalize on the year-end consumption surge. The program offers discounts of up to 50% on thousands of products across various household categories, strategically targeting the increased household spending during the holiday season.

Comprehensive Marketing Strategy

The 'Hemat Mantul' campaign is complemented by a national lottery called 'Hemat Belanjanya, Ribuan Hadiahnya' (Save on Shopping, Thousands of Prizes), featuring major prizes including smartphones, motorcycles, and cars. This dual strategy aims to not only attract price-conscious consumers but also to increase store traffic and customer visit frequency during the critical November to January shopping period.

Market Context and Consumer Behavior

The retailer's aggressive promotional strategy is well-timed with several favorable market factors, including extended holiday periods, government cash assistance disbursements (BLT), and increased household needs towards the year-end. These seasonal factors typically drive higher consumer spending in the final quarter of the year, creating a prime opportunity for retailers to boost their sales performance.