When marketing teams sit down to plan growth, the conversation often starts with media spend, reach, and digital performance. But for many brands operating in Indonesia’s FMCG and retail space, the most decisive moment does not happen online. It happens in the store. More and more research points to the same conclusion. A large share of purchase decisions in Indonesia are made after shoppers step inside the store, not before. This simple insight changes how brands should thin

Di dunia digital sekarang, banyak orang kenal brand pertama kali lewat Instagram, TikTok, atau iklan online. Tapi kenyataannya, banyak keputusan beli masih terjadi di depan rak  — di minimarket, supermarket, atau toko kelontong. Orang bisa lihat brand Anda online berkali-kali, tapi ketika akhirnya mereka berdiri di aisle dan melihat pilihan yang ada… yang menentukan bukan “siapa yang paling sering muncul di feed”, tapi siapa yang paling jelas, paling menarik, dan paling gampa