Eiger, initially entered the market producing outdoor equipment in 1979 and diversified its product range by introducing laptop bags in 1997. The Bandung-based company is now gearing up for ambitious initiatives through a strategic business overhaul. Eiger is actively venturing into the lifestyle sector, emphasizing distribution and adopting a multi-store concept akin to Sport Station, featuring an extensive array of international and local outdoor products.
Imam Ibrahim, the Head of Customer Experience at Eiger, explained the company’s strategy during a guest lecture on Shopper Behavior and Global Marketing at the SBM ITB (20/11). According to Imam, Eiger currently commands the largest market share and brand demand for outdoor products, surpassing competitors like Adidas and Nike.
A critical strategic advantage lies in the presence of Eiger stores at street level, outperforming mall-based competitors, especially during the pandemic. The shift to online sales during the pandemic opened up new opportunities, particularly with the rising popularity of glamping and the sustained interest in outdoor activities post-pandemic.
Eiger’s versatility in serving diverse customers, from individuals to large buyers, companies, government agencies, and distributors, is another notable advantage. Establishing the Eiger Adventure Club (EAC) and the Eiger Friend community has fostered strong customer loyalty, evidenced by increased support during challenging times.
Imam emphasized Eiger’s focus on affiliate tactics and identifying customer archetypes, including promoters, demoters, the unaware, the proud, old, and new fellows to drive growth. Eiger also uses RFM analysis to assess shopping frequency, recent purchases, and desires.
Furthermore, Imam highlighted Eiger’s unique approach, incorporating hyperlocal tactics that tailor products to specific regions based on outdoor activities. The company strategically targets early adopters and conducts extensive research on habits in various countries to discern regional preferences. With these diverse strategies, Imam envisions Eiger achieving its targets.