PADANG —Optik Alana merupakan sebuah usaha mikro, kecil, dan menengah (UMKM) kacamata keluarga yang berdiri sejak tahun 2015 di kawasan Jalan Sutomo, Kota Padang, berhasil mempertahankan eksistensi bisnisnya melalui strategi pemasaran aktif mobile atau “jemput bola” secara langsung kepada calon pelanggan.
Metode door-to-door dengan mendatangi berbagai kegiatan dan acara komunitas ini terbukti menjadi penyumbang terbanyak dalam menjaring pelanggan dibandingkan hanya mengandalkan penjualan di toko fisik.
Langkah inovatif ini diterapkan untuk membedakan Optik Alana dari UMKM kacamata lainnya yang umumnya cenderung pasif menunggu pembeli datang.
Di samping pendekatan tatap muka secara langsung, Optik Alana memperluas jangkauan pasarnya melalui kombinasi promosi media sosial seperti Instagram serta kekuatan promosi dari mulut ke mulut (word of mouth).
Untuk memberikan impresi positif bagi pembeli baru, optik mandiri tanpa cabang ini menawarkan program diskon khusus bagi pelanggan yang pertama kali melakukan transaksi, meskipun saat ini belum melayani fasilitas diskon berbasis BPJS.
“Berbeda dengan toko kacamata pada umumnya, kami tidak hanya menunggu pelanggan datang ke toko fisik di Sutomo. Kami secara aktif mendatangi lokasi atau acara-acara untuk menawarkan layanan secara langsung. Strategi mobile ini justru menjadi sumber utama kedatangan pelanggan kami,” ujar Bang Reza dan Bang Rada, dua karyawan Optik Alana Padang saat diwawancarai.
Dalam menjaga retensi dan loyalitas pelanggan jangka panjang, Optik Alana memanfaatkan nota pembelian resmi yang diserahkan saat pengantaran kacamata sebagai pengingat identitas optik, lengkap dengan nomor kontak yang dapat disimpan oleh pelanggan. Selain itu, pihak manajemen juga menyediakan sistem purna jual berupa garansi pengembalian atau perbaikan jika terdapat keluhan pada frame maupun lensa kacamata.
Pengelolaan operasional internal usaha keluarga ini didukung oleh sistem penggalangan tenaga kerja berkinerja tinggi, di mana gaji karyawan dibayarkan secara mingguan disertai pemberian skema bonus khusus apabila berhasil mencapai target penjualan yang ditetapkan.
​Interview
​1. Reza : Employee.
​Question: What type of business is Optik Alana, how long has it been operating, and where is it located?
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Answer: Optik Alana is an optical business specializing in eyeglass sales and frame services. This business is a family-owned enterprise that has been operating since 2015. It operates exclusively in Padang and does not have any branch locations. Our permanent store location is on Jalan Sutomo, Padang.
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Question: What marketing techniques do you use, and which sales channel brings in more customers—the physical store or mobile marketing?
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Answer: We utilize both a fixed location and mobile marketing techniques, such as traveling to various areas or attending events. In terms of customer acquisition, we generate significantly more customers through our mobile marketing strategy rather than relying solely on visitors coming directly to our physical store in Sutomo.
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Question: What promotion strategies do you implement to attract and reach potential customers?
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Answer: Unlike typical MSMEs that wait for customers to visit their store, we proactively implement a door-to-door approach by visiting community events, gatherings, or specific venues directly. In addition to this direct personal outreach, we promote our business through social media platforms like Instagram as well as relying on word-of-mouth recommendations from satisfied clients.
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2. Rada : Employee
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Question: How are the internal operations and employee compensation structured at Optik Alana?
Answer: Since Optik Alana is managed as a family business, employee compensation is disbursed on a weekly payment schedule. Furthermore, employees are eligible to receive performance bonuses whenever sales targets set by the business are successfully achieved.
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Question: Do you offer BPJS discounts, and are there any special discounts for new customers?
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Answer: We currently do not offer discounts for customers using BPJS insurance. However, we do provide special promotional discounts for first-time customers who make their initial purchase at Optik Alana.
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Question: How do you ensure returning customers remember Optik Alana when they need to replace their frames or handle product issues after a long time?
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Answer: Most of our customers remember us through the physical receipt handed over during the delivery of their eyeglasses, which includes our business contact details for them to save. Additionally, we have a structured return and complaint system to handle any issues regarding frames or lenses, ensuring long-term customer satisfaction and brand retention.
3. Sri : Customer
​Question:
How did you first find out about Optik Alana, and what made you interested in buying eyeglasses here?
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Answer: I first learned about Optik Alana when my workplace, Poltekkes, was conducting a routine health screening. Since Optik Alana operates in the health sector, our office clinic collaborated with them for the event. I took the opportunity to get my eyes examined and ended up purchasing my eyeglasses directly from them.
Question: Did you receive a purchase receipt, and would you choose Optik Alana again if you need to replace your frames or lenses in the future?
​Answer: Yes, I received an official receipt upon the delivery of my eyeglasses, which has their phone number printed on it. Having their contact info saved and knowing they have a clear return/complaint system gives me confidence to return to Optik Alana in the future.
Penulis: Aisyah Khairunnasa
