Indonesians love flash sales and they love ice cream even more. Combined with the increasingly popular on-demand style services, online grocery service Happy Fresh and Wall’s Cornetto are looking to capitalize on this marketing bonanza ahead of Valentine’s Day by offering free or 50% off ice creams for lucky customers.
Happy Fresh saw that the demand for ice cream delivery has only risen since the company began operating in Jakarta in March 2015. “We are a pioneer in on demand grocery service and the first to introduce ice cream delivery service”, said Managing Director Happy Fresh Indonesia Johan Antlov in a press release.
“On demand means that orders will be delivered within 60 minutes”, Antlov explained, “and customers can decide on the schedule themselves. This is why we can deliver ice cream without risking it melting.”
The company saw a marked increase in demand for ice cream delivery by the end of 2015 and saw it as an opportunity to collaborate with Wall’s for a Valentine’s Day promotion. The limited edition package contains eight cones of ice cream with a bouquet contained in a dry freeze box.
“The global trend now is heading towards digital including among our millennial customers. We see this as a way to keep innovating and working with strategic partners, one of which is Happy Fresh”, said Sarah Santi Amalia, Brand Building Director a Unilever Indonesia.
Happy Fresh VP Marketing Rizki Suluh Adi told AdDiction that this deal is aimed at Cornetto’s audience profile, which is primarily made up of teens and young adults, through the Happy Fresh mobile app instead of an open promotion and the advertisement is sent via push notifications to customers who fit the profile. Millennials, he said, are inseparable from their mobile phones, which means that both Cornetto and Happy Fresh can directly target their promotional efforts much more effectively and efficiently based on the data they gather from the mobile application.
The flash sale pre-order for the free Cornetto Valentine ice cream package, which was ran earlier today at 3pm, was snapped up by 200 customers in 60 minutes, Adi said. Happy Fresh’s Cornetto Valentine promo will run again tomorrow but for 50% off instead of free. The ice cream packages will be delivered on the 14th of February. The retail price for the Cornetto Valentine package is Rp 85,000.
Information is available from the Happy Fresh website and the promotion is being run in Jakarta, Tangerang, and Bekasi.