Commercial Intelligence

Channel Intelligence

Modern Trade, General Trade, E-commerce, Marketplace and Direct — performance, mix, promotion efficiency and how consumers move between channels. Period: Last 12 months.

Channel share of revenue · 24 months

Online (E-commerce + Marketplace) share 21.8% → 30.7%

Modern TradeGeneral TradeE-commerceMarketplaceDirect

Category mix by channel

Share of channel revenue by category

Baby CarePersonal CareHygieneHome CareSkin Care

Top SKUs by channel

Revenue, share of channel and growth

Promotion performance by channel

Last 12 months · spend and incremental revenue split across each promotion's channels

Promotions →

Consumers by channel

Average order value & conversion

52.5K consumers grouped by preferred channel

Channel migration

First purchase channel (rows) → current preferred channel (columns) · % of row

Recommended channel actions

AI recommendations

Launch Lumi Baby auto-replenish bundle on marketplace

25% of offline-first Lumi Baby buyers now repurchase online; online repeat rate 38% vs 24% LY.

IDR 1.6B

Estimated

Shift Q4 marketing spend toward Marketplace, CRM and Search

Retail activation is saturated; marketplace response curve still steep.

IDR 1.8B

Estimated

Replace VitaCare 15% discount in MT & Marketplace with a bundle

Modern Trade promotion ROI 1.35×; Body Wash discount cannibalises Shower Gel.

IDR 0.85B

Estimated

Close must-stock gaps in General Trade

1,140 outlet-SKU listings missing vs peer outlets, concentrated in GT.

IDR 3.2B

Estimated

Offline channels are served through 30 distributors —Distributor 360 →