Whether laundry detergent or liquid soap, household products are staple for the Indonesian population. However, in Jakarta, these basic necessities significantly contribute to more than 600 cubic meters of plastic waste produced in housing blocks across the city. To combat environmental devastation, our venture QYOS has developed a circular system to replace plastic packaging of household products.
After launching Indonesia’s first refill vending machine, our QYOS team has gained insights from Jakartan residents who have used the machine as an alternative solution to single-use plastics in their apartment buildings. We recently conducted a Consumer Insights survey which revealed the venture’s success upon its release.
Having just introduced the vending mechanism to two high-density apartment buildings in Jakarta, our QYOS team surveyed 9 residents with an aim of analysing their buying behavior and media habits.
The customer journey for household products
After piloting, our QYOS team found that most participants had already been aware of the plastics crisis in Indonesia and were thus attracted to the sustainable products provided by the vending machine. Their willingness to invest in environmentally-friendly household items is proven by the increase of returning weekly customers to the product. The frequency in which participants buy products also varies; some are bought incidentally, while others are purchased up to 4 times a month.
By observing buying behaviours, our QYOS team established the following five-step journey utilised by consumers purchasing household products.
Media usage: consumers buy online and communicate via social media
Making purchases online is highly popular, underlining the need for the QYOS app currently being developed by our team. To communicate about such purchases and overall brand experience, participants use various social media channels, including Instagram, to share opinions about a service’s user-value and practicality. As such, our QYOS team intends to adjust its marketing strategy by focusing its communications efforts on social media platforms.
Perceptions of QYOS: a straightforward interface & sustainable alternative
Consumers varied in their reasons for buying from QYOS, although the general consensus was that its service offers an affordable, plastic-free alternative to purchasing necessary household products. Participants found the product’s instructions clear and could easily distinguish it as a small shop for daily necessities, and our team will continue to build on these remarks to maximize user-friendliness and efficiency.
Ultimately, QYOS’ automated vending machines received extremely positive feedback. There is significant promise for the future of the product and the potential for an app that accompanies its service. Based on the findings of our Consumer Insights survey, the venture’s pilot launch has been a great success! We are eager to continue expanding QYOS in Jakarta, and beyond, with a view to drastically reduce plastic waste and enable Indonesians to live more sustainably!
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