Sarinah Mall, the first mall in Indonesia, is relaunching and rebranding in March 2022 after previously being renovated since 2020. The shopping center which is the pioneer of the modern retail business in Indonesia now comes with a modern and elegant feel, making it look fresh and neat.
This rebranding tactic that Sarinah Mall is doing is an effective way to ‘remind’ the existence of the legendary Sarinah Mall to the public. This is reflected in post-renovation traffic. Sarinah Mall, which was initially empty of visitors because it was unable to compete with other big malls in Jakarta, began to rise and steal the attention of the wider community. Reporting from Republika.co.id, PT Sarinah (Persero) stated that the total number of visitors to Sarinah Mall even reached 40 thousand people per day.
Previously, what is rebranding? According to Mootee (2013: 48), rebranding is basically a form of change that is made because consumers have really forgotten the image of the brand, or just stick with what they have so that sooner or later consumers will forget it. Although rebranding has a closer relationship with marketing, rebranding also functions to increase public awareness about the existence of a brand (in this case, Sarinah Mall).
Based on the perspective of Public Relations, the branding carried out by Sarinah Mall is a clear example of the importance of implementing these tactics, both within the organization and the world of work that is being shaded.
So, what is the basis for the rebranding that Sarinah Mall is doing? Why is it important for the company? Then, what can Public Relations practitioners do to support such tactics? Check out the following summary of information.
Sarinah Mall follows changing trends and preferences
If previously Sarinah Mall came with a traditional and simple building model, now Sarinah Mall appears with an elegant impression and—if quoting from the vocabulary of netizens—’instagrammable’. Nowadays, people tend to like activities such as visiting beautiful places that can spoil their eyes or become interesting photo spots. It can be said that the new Sarinah building model is included in these criteria. Apart from that, Sarinah Mall, which carries the concept of a community mall, also provides many open spaces—such as an amphitheater—where local residents can gather to enjoy the afternoon in the center of Jakarta, and the Seni District, which is a special space filled with works by Indonesian artists.
As a Public Relations practitioner, conducting detailed research on current trends and public interest is an effective way to determine what rebranding steps to take, bearing in mind that the creation of a new image must be able to attract attention and be up-to-date.
Changing people’s perceptions
Before Sarinah Mall rebranded, young people would probably know the Mall better as an ‘old mall’ which was starting to be empty of visitors. The perception of Sarinah Mall as ‘out of date’ was changed through renovations within two years which made the Mall look more modern, both in terms of exterior and interior. Now, Sarinah Mall is known as one of the malls in Jakarta that is back to ‘existing’ because it comes with a modern and contemporary concept.
Changing perceptions through rebranding can be done by Public Relations Practitioners in changing such perceptions through rebranding, in order to get rid of negative connotations for the organization or company they are sheltering. By creating a new image, people can see the brand with a new image.
Expanding target market
After the appearance of Jakarta’s malls which were far more magnificent and up-to-date, visitors and customers from Sarinah Mall slowly began to decrease due to various factors, such as the ‘old’ atmosphere of the mall, and so on. Usually, Sarinah Mall is only visited by old customers. However, since the rebranding, Sarinah Mall visitors have started to vary; from various ages and groups, there are families to young children.
Because, in accordance with the AIDA theory (attention, interest, desire, action), public attention to the fresh concept of Sarinah Mall can generate interest and desire to visit Sarinah Mall in its new face. The mall concept, which has been upgraded to be much more comfortable, will slowly generate action from the public to stop by and buy the products offered by outlets at Sarinah Mall.
Highlight the uniqueness among competitors
Among the rampant luxury and magnificent malls in DKI Jakarta, through relaunching in March 2022, Sarinah Mall also communicates its uniqueness to a wider audience. Sarinah Mall highlights itself as a retail center with 100 percent local Indonesian brands. Coupled with a more modern layout and facilities, Sarinah Mall still adheres to the strong archipelago concept, making it interesting to visit. In fact, there is a small museum that displays the history of Sarinah, reliefs, the first escalator in Indonesia to a reflecting pool.
The promotion of the unique side of the mall aims to develop domestic products and support MSMEs, complete with exhibitions of Indonesian culture. This has succeeded in capturing the attention of the public. Public Relations practitioners can carry out this rebranding tactic to re-communicate the values that are owned by the organization and company they are sheltering.
The success of Sarinah Mall in the rebranding process has restored the shopping center’s ‘prima donna’ status, as before. Public Relations practitioners can apply this rebranding tactic if it is felt that the organization or company they are sheltering really needs it, given that there are many benefits to be gained from this tactic.
Author: Nazhifah Zalfa Aqillah (2021) | Editors: Magrifatul Zania Maharani and Bagaskoro Prasetyo Utomo (Padjadjaran University Public Relations Student Association)
