Indonesia’s retail industry continues to undergo a major shift. Winning customers no longer depends only on product, price, or transaction convenience — it depends on whether a brand can create a meaningful experience across the full customer journey.

As part of IRSE 2026’s theme, “Rethinking Retail: The Future is Customer-Led,” Yulia emphasised that businesses must understand customers beyond the transaction. Brands need to create experiences that are consistent, relevant, and connected at every touchpoint.

With more than 212 million internet users in Indonesia in 2025 — around 74% internet penetration — consumers now interact with brands across marketplaces, social media, and physical retail. Every interaction, however small, shapes how customers see, feel, and connect with a brand.

“Many businesses rush to find solutions quickly. The first step is to understand the real opportunity and decide which areas need to change. When businesses understand their customers more deeply, they can create experiences that are more meaningful and impactful.”

— Yulia Saksen

Through interactive discussion and practical application, participants gained insights on how customer-centric thinking can strengthen brand experience, deepen engagement, and support long-term business growth.