Through its fully online sales channel, Indonesia-based Mimpi claimed to be able to reduce costs to a third for its customers
The definition of a tech startup is not limited only to businesses that sell application-based solutions, or those that provide software as a service. It is also possible for a tech startup to build a non-digital product, but with the involvement of a business process that maximises the use of a digital asset. Indonesia has already seen the launch of companies implementing such concept, with the latest being Mimpi.
Built by two Belgian nationalities Frank De Witte and Sven Vervaert, Mimpi is an e-commerce platform that specialises in selling mattresses. The platform sells a product of the same Mimpi brand, which is dubbed as a revolutionary mattress. Beyond using “revolutionary” as a marketing jargon, the Mimpi team have also conducted in-depth research and development to produce a quality mattress.
Disruption through digital approach, supported by confidence in product
Mimpi has just been launched today, and it is based in Jakarta. Interestingly, unlike other furniture companies who own their own offline stores, Mimpi sells its products fully online. The company chose this method to cut through distribution chain, so that it can connect directly to customers. Based on Mimpi’s calculation, they are able to sell mattresses in only a third of the usual price in offline stores.
“Our mattresses are made of latex foam, memory foam, high resilience foam, and support foam. Mimpi is selling this luxurious mattress for an affordable price. Mimpi is the first mattress in Indonesia to carry such idea. Mimpi believes that a good quality sleep does not require high cost. In order to implement this idea, Mimpi mattresses is only available online through the Mimpi website,” De Witte said.
Mimpi carefully thought everything from product design to online distribution. Its mattresses are being optimally packaged using vacuum-compressed method, so that it can fit a relatively small box after being folded. This is one of the factors that contributes to effectiveness in distribution process.
At this early stage of market penetration, with confidence in the quality of its products, Mimpi provides users with a 100-night trial programme. Mimpi provides the 100-night free trial programme for customers to try the mattress directly. If they are unsatisfied by the product, Mimpi will cover a full refund if the mattress is being returned to the company. It is considered a daring breakthrough compared to trying out mattresses in a store.
What can we learn from Mimpi’s debut?
Mimpi offers an important lesson as their concept is applicable for many companies working in creative industry in Indonesia. These companies usually already offer unique and original products, with handicrafts being an example. Sometimes what they need is a breakthrough in building their own channel to connect directly to potential customers. We may conclude that there are two things that can be replicated for the sake of business transformation.
First of all, confidence in products should be supported by marketing approach and sufficient distribution. Whenever possible, this should be done independently under various consideration, for example in order to reduce costs. Second, a digital approach provides an integrated process. Not only that it involves site development to display and sell products, it also requires adjustment from the product side. For example, by making distribution process easier.
The article Pendekatan Digital Produsen Kasur “Mimpi” dan Efektivitas yang Dihasilkan was written by Randi Eka Yonida and first appeared in DailySocial. English translation and editing by e27.
The post Mimpi sells its own mattresses online. Here’s how it increases effectiveness for the company appeared first on e27.
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