Indonesian e-commerce enabler, SIRCLO Group, has recently overhauled its branding. Head of Corporate Communications, Rini Hapsoro, spoke to Telum about the inspiration behind the change, what the Sirclo brand looks like now and their communications strategy behind the recent roll-out.

Walk us through your role at Sirclo
As the Head of Corporate Communications at SIRCLO Group, I am responsible for overseeing the external communication function which includes media relations and thought leadership publications, as well as internal communications and employer branding initiatives.

What are your team's major focus areas for this year?
Our team's primary focus this year is to strategically reintroduce SIRCLO's new positioning as the leading omnichannel commerce enabler in Indonesia. Our super ecosystem, comprising technology solutions that cater to businesses of all sizes, is designed to provide seamless and comprehensive support to our clients, from micro-businesses to enterprise-level organisations through online and offline sales channels.

SIRCLO recently changed its slogan to "Be The Future, Today". How did the business decide on this motto?
The new slogan "Be The Future, Today" was chosen to reflect SIRCLO's commitment to helping businesses navigate the constantly evolving digital landscape. At SIRCLO, we understand that the key to success in the modern world is to stay ahead of the curve and move towards digitalisation.

Our overall communications strategy is focused on inspiring business owners to take that leap and embrace the digital future. We want to encourage our clients to explore the vast opportunities presented by technology and adopt an omnichannel approach to scale up their reach and potential into wider markets.

As an e-commerce enabler, SIRCLO works with a wide range of businesses. How do you educate consumers on the benefits of digitalisation, especially to non-digital natives?
We recognise the importance of targeted communication and education strategies to help businesses of any size embrace digitalisation. For new retailers, for instance, we engage with them through social media platforms such as Facebook, which has proven to be a productive touchpoint for this segment.

Additionally, our IbuSibuk platform utilises WhatsApp, the most widely used social network platform in Indonesia, as well as Telegram, to engage with the community of nano-influencer mothers and socialise with upcoming events or activities.

The COVID-19 pandemic has accelerated the adoption of digital tools, including video conferencing platforms, and we have responded by conducting online workshops to bridge the digital literacy gap for businesses that seek to adopt new ways of working. However, we also understand the importance of complementing our online efforts with offline workshops, specifically tailored to the needs and challenges of businesses in areas outside big cities. We do this by offering programmes such as SIRCLO’s Panen Omset and LokaLokaL.

Why do you think social media is an essential communications channel for B2B businesses?
Social media platforms provide businesses with an excellent opportunity to interact with users and consumers who often turn to social media to voice their complaints and concerns. Effective social media management is integral for businesses to establish a close touchpoint with their users and address any issues that arise in a timely and effective manner.

By engaging with users on social media, businesses can build trust and credibility with their audience and gain valuable insights into their needs and preferences.

Moreover, social media platforms provide an effective channel for businesses to showcase their brand personality, values, and unique selling propositions. B2B businesses can leverage social media to share thought leadership content, engage in industry discussions, and showcase their expertise and capabilities.

What are the biggest challenges to effective communications practices in your sector right now and how do you tackle these?
One of the biggest barriers we face in the communications space is socialising new products that we offer, particularly given that the core of our business comprises innovative technology solutions that may be unfamiliar to the average consumer or business owner.

To overcome this barrier, it is crucial to avoid using technical jargon without providing adequate explanations or context. The use of too much technical language can be off-putting and confusing for potential users or clients.

Instead, it is helpful to build an analogy that can help potential users visualise the product and understand how it adds value to the challenges or problems they may be facing. By explaining complex technology solutions in simple, relatable terms, we can make it easier for potential customers to understand the benefits and value of our products.