Alfaexpress Benton-Junction

February 2020

Alfaexpress is a network of hundreds of c-stores owned by Alfamart. Supported by FPG NZ, FPG Indonesia has been working with Alfamart to review their c-store strategy – advising on everything from branding to product categories and product development, to store layout and to the equipment specification using a TCOL lens. This has culminated in the roll-out of the first of twelve new trial Alfaexpress stores.

Feedback from Alfamart indicates that the trial store sales are tracking above the store average, with Krispy Kreme proving popular.

FPG Indonesia General Manager, Setiawan Nurtjahja says, “We are getting very positive responses on our first trial store at Benton Junction. The customers are pleasantly surprised to see the new Alfaexpress store offers a wide variety of food-on-the-go, freshly brewed coffee and daily fresh bakery items on top of traditional convenience merchandise. The new store design and branding also creates a warmer and more upmarket feel, setting the new Alfaexpress markedly apart from other convenience store chains in Indonesia.”

Alfamart also owns a network of thousands of Alfamart grocery stores which focus on everyday customer needs. They liked what they saw with Alfaexpress so much that they have decided to introduce a mini food and drink offer to their Alfamart stores. The first 60 FPG vertical split heated and ambient cabinets are already a work-in-progress.

Managing a store network of 17,000 sites with nearly 125,000 staff is no mean feat. It’s challenging to identify who needs more training and how many customers walk in and then straight out of a store without making a purchase because there is a queue at the POS counter or because the in-store ATM is out of cash.

These are real problems now being identified and managed through the FPG-Bellwether solution gradually being introduced across Alfamart’s store network.

We’re looking forward to hearing about the quick wins, and in years to come, the long-term benefits that will accrue over time.