PUKKA brand touchpoints

Brand touchpoint is a communication or interaction between customers and the brand itself.

Today, we're gonna analyzing Pukka brand touchpoints. On how Pukka engage their customers and giving their customers the best brand experience.

Pukka use online and offline platform for their market channel. Instagram and Consignment store. They have one Instagram account @pukka.official and four offline consignment store and three online consignment store. For selling activities, Pukka use consignment store.

PUKKA Instagram account

Pukka used Instagram as their main page and as their first brand touchpoint. From Instagram they shared their value and show their brand concept. Their concept is to serve an outerwear that simple, easy to use, comfortable, and also unique and authentic. Easy to use means when people could use the product without have to think about mix and match in any circumstance. The point is Pukka wants to "Help you to be the best of you".

From their Instagram, they show their other channel which is consignment store. Also Pukka use Instagram as a welcome page before buyers start contacting via Whatsapp. They use Instagram to introduce their brand image and promotion. Pukka promote each of consignment store promotion to gain exposure from online platform.

Such as discount in one of the consignment store

This Instagram post as a reminder for Pukka's Instagram followers that they had 20% discount in The Shonet (online consignment store)

Their Instagram only as a place to raise brand awareness, image, and each product design means. Each product's design use to deliver the message to customers. Also on their Instagram they provide "Link Tree". "Link Tree" is a link that connect each other platform link. When you click the "Link Tree", it will direct you to other Pukka platforms.

PUKKA Whatsapp

Through Whatsapp, Pukka use this platform as selling platform and also customer service or complain platform. Whatsapp is where customer served personally about the complain or asking about the products.

Pukka also use Whatsapp as their marketing channel to reach their potential customers. Pukka's target market is men or women age 18-30 years. For their adult buyers, Whatsapp considered as a simple application that could be access easily. By only screenshot the product image in Instagram, they could directly tap the linktree and contact the sellers via Whatsapp.

PUKKA consignment store

Pukka has partnership with some consignment store. Consignment store is retail store that specializes in consignment sales. Consignment store provide customers with a place to display and sell their merchandise. The store will decide what they are willing to sell and for what price. After the sell has been completed, the consignment store and the owner split the profits. If an item does not sell after a certain period of time, the owner has the ability to retrieve the items from the consignment shop. For offline consignment store, Pukka share profit around 35% and for online consignment store, Pukka share profit around 20%

From the owner perspectives, consignment store has a big deal in some photoshoot, marketing, and gaining sales for Pukka itself. Consignment store also gain brand awareness for Pukka.

Here some of Pukka consignment store:

1. Happy Go Lucky House (HGL House) Bandung, and Makassar

HGL house is a consignment store that provide photoshoot, media exposure, and display for their partner product. HGL has offline and online channel that provide complete information about the product. HGL house also provide other product from other brand.

This make HGL house could be a one stop shopping for the customers. The advantage in consignment is the media exposure and help in marketing strategy but the disadvantages is the competitive level is high because there is the same product from other brand. For customer who doesn't really care about brand, it will be a threat for Pukka.

2. Local Cuteness Bandung

Local Cuteness is a consignment store that provide display for the product online and offline platform. Local cuteness also provide a media exposure for each product. Local cuteness didn't provide a photoshoot for their partner but they has a good service for their customers.

Even though there is many same product with different brands in Local Cuteness, they still have a good service for the customers that could make a great impression for customers.

3. Pasaraya Store

Pasaraya is a consignment store that based on "e-department". same as other consignment store that has been stated before, Pasaraya store also provide a media exposure for each product and display. Because Pasaraya store based in Jakarta, it gain other customers from other area such as Jabodetabek.

4. The Shonet

The shonet is consignment store based on online store. The shonet provide a media exposure for each product, marketing, also sales and service. The shonet didnt provide any inventory but they only use sharing information between their consignment and Pukka. If customers buy the product through The Shonet. They send the buyers information to Pukka and then Pukka will process the purchase and the delivery.

5. Zalora

Zalora is consignment store based on mobile application. Zalora provide a media exposure for each product, marketing, also sales and service. Different from The Shonet Zalora provide inventory but they also use sharing information between their consignment and Pukka. If customers buy the product through Zalora. They send the buyers information to Pukka and then Pukka will process the purchase and the delivery by integrated information system between Pukka and Zalora.

6. Wearblack

Wearblack is consignment store based on online store that only sell Black color product. Wearblack provide a media exposure for each product, marketing, also sales and service. Same as The Shonet, Wearblack didnt provide any inventory but they only use sharing information between their consignment and Pukka. If customers buy the product through Wearback, They send the buyers information to Pukka and then Pukka will process the purchase and the delivery by integrated information system between Pukka and Wearblack.

Brand Touchpoint

this is the customer journey of women adult that buy the product from online and offline consignment store

Brand Issue

The brand issue that the customers will face is when the customers having too much options for only one product, the brand issue here is when customer has too many decisions. by using consignment store it is possible that customer will facing a hard decision to make when they see another brand with more affordable price. because selling directly to customers is more profitable and capital when the brand positioning and image is strong enough. also selling directly to customers, the brand could guarantee the quality of customer service

Also using consignment could gain many risk for the consignor side :

1. Receives less revenue than selling directly to end-users (the use of a consignee reduces the amount of revenue earned)

2. Risk and ownership are retained and any unsold goods are returned at no cost to the consignee

3. Goods on consignment may not be given enough promotion or visibility by consignees

4. The consignors will have to invest a lot on shipping costs for the new inventory, the sale of which he is not sure of

5. As the consignors is still the owner of the products, any damage to the product or sale not happening for a long time will have to be borne by him

6. In some cases, consignors possessing the consigned products, might not give them good enough promotion or visibility and they could remain unsold for a very long period

7. consignors face a great risk of consigned goods not selling for a very long time, and facing monetary loss

the idea of having many consignment are a good marketing but very risky if not supported by direct selling.