As one of the oldest businesses in Indonesia, pawn services have helped mid to low-class economies in getting fast loans without high interest.

However, in recent years, the role of financial industry players in Indonesia has shifted by the presence of fintech. Not only banking, fintech also disrupted the pawn business because access to loans can now be obtained easily and quickly.

This situation encouraged Pegadaian to start initiating transformation in enhancing its role in the digital financial ecosystem. Moreover, Pegadaian is a top of mind company in the pawn sector that controls 90 percent share with more than 4,000 total outlets in Indonesia.

Pegadaian business transformation

Pegadaian begins with innovations to digitize its services through the Pegadaian Digital Service (PDS) platform in April 2018. Then, Pegadaian is yet to have a digital roadmap and a special division in charge of the development of corporate innovation.

In its journey, Pegadaian then decided to set the Company’s Long Term Plan (RJPP) for the 2019-2023 period as a foundation for transformation that focused on four things including (1) business model, (2) operational, (3) channel marketing, and (4) segment market.

In short, this state-owned company wants to transform its position in the market, not only as a pawnshop, but also a company that offers other financial services. It was proven by Pegadaian service expansion to the gold sector.

In terms of operational business, Pegadaian utilizes digital technology to analyze potential customer’s profiles. In addition, the company has transformed sales channels to digital and played into a wider market segment, namely the upper-middle segment.

In the progress, Pegadaian formed the Transformation Office (TO) division in 2019. Pegadaian’s VP of Digital Business Development & Partnership Herdi Sularko said the three roles, exploring new business models, updating business processes, and updating work culture in the scope of the organization to be more agile in developing products/services.

“Digital is evolving and we have to start practicing [adapting] because every day there is always something new. Problems in corporations are only communication between departments or divisions. Therefore, we must be nimble and agile. Our focus is not on startups, but rather shaping the culture of ‘our work and that of others can align’,” Herdi said as quoted in the Corporate Digital Transformation Report 2020.

Digital product development

As previously mentioned, Pegadaian seeks to reach a wider market. This strategy was later answered by developing Pegadaian Digital Service (PDS) which offered a number of services, such as Pawn Online and Gold Trading.

To date, Pegadaian has three main businesses including pawning, financing, and gold investment. As much as 90 percent of Pegadaian’s income comes from pawn services. Based on company data, as many as 2 million customers out of a total of 13.86 million customers in 2019 have now made digital transactions through PDS.

To boost the number of customers, Pegadaian has just commercialized the Pickup & Delivery Service feature for Pawn Online services in the Jakarta area. Pegadaian cooperates with Gojek as a logistics partner for Gadai Online through the GoSend service.

Previously, Pegadaian had introduced this service – originally called Gadai on Demand – in April last year. At that time, Gadai on Demand was limited to trials at several points in Jakarta.

Recently reached by DailySocial team, Herdi revealed that the availability of the shuttle service for Gadai Online will follow the readiness of Pegadaian outlets and the scope of logistics partner services in other regions in Indonesia. “This cooperation is for the last mile logistics. Therefore, we pick up the ball by cooperating with Gojek through the GoSend service,” he said.

Online Pawn Service in the PDS application allows customers to send pawned goods with GoSend. Customers can pawn the goods without the need to come to the outlet and send it to the nearest Pegadaian outlet (7km radius) from their location.

Similar to the GoSend order process in general, the courier will pick up the collateral to the customer’s location. They also can still monitor (tracking) the journey of the courier to the destination location. In addition, customers can still communicate with PDS couriers and staff via chat.

Furthermore, he also plans to present the GoPay service as a payment option for Pickup & Delivery Service. In addition, Pegadaian also plans to test the use of the Dropbox platform to pass the price of photo-based collateral items sent by customers.

“Currently, we cannot go to GoPay, but this has been included in our development roadmap going forward. GoPay is needed for payment of trips to outlets. Going forward, we want to centralize digital products in PDS applications,” he explained.

Collaboration and outlet transformation

In addition to digitizing services, Pegadaian also made a breakthrough by building an Open API infrastructure to enter the financial ecosystem in Indonesia. Herdi said, collaboration with many partners has the opportunity to create new ecosystems and income lines.

“There has been a disruption. All banks start towards the open banking platform. The problem is, the pawnshop industry does not have a benchmark because our position is between banking and other financial industries. Indeed, this business is not affected but we can see a business model that can be scaled up, “he explained.

One of Pegadaian’s big collaborations is to hook Tokopedia in providing Online Gold Sale and Purchase services, which launched in January 2019. This collaboration is claimed to be a success by the company considering the integration process only takes two months and has positive traction from Tokopedia users.

Moreover, Pegadaian is to modify some outlets to be relevant to current market demand. Pegadaian has transformed 31 of its outlets into The Gade Coffee & Gold for more than 4,000 outlets in Indonesia.

Herdi said, the company has been applied the agile organization concept and CI / CD framework (Continuous Integration / Continuous Development), each product will continue to be developed with user experience as the top priority. “We want to provide the same customer experience as offline. Present anywhere with easy and agile services for all people,” he explained.

Meanwhile, in terms of back-end and ground-level operations, Pegadaian also implements technology solutions, such as IoT-based RFID networks and Robotic Process Automation (RPA) to improve the security of collateral and operational efficiency.

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Original article is in Indonesian, translated by Kristin Siagian

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Sebagai salah satu bisnis tertua di Indonesia, layanan gadai telah membantu perekonomian masyarakat kalangan menengah ke bawah dalam mendapatkan pinjaman dengan cepat tanpa bergantung pada pinjaman berbunga tinggi.

Namun, dalam beberapa tahun terakhir, peran pelaku industri keuangan di Indonesia mulai bergeser oleh kehadiran fintech. Tak hanya perbankan, fintech turut mendisrupsi bisnis gadai karena akses terhadap pinjaman kini bisa didapatkan dengan mudah dan cepat.

Situasi ini mendorong Pegadaian untuk mulai menginisiasikan pemanfaatan digital dalam meningkatkan perannya di ekosistem keuangan digital. Apalagi, Pegadaian merupakan perusahaan top of mind di sektor gadai yang menguasai 90 persen pangsa dengan lebih dari 4.000 total outlet di Indonesia.

Transformasi bisnis Pegadaian

Inisiasi Pegadaian diawali dengan upaya mendigitalisasi layanannya melalui platform Pegadaian Digital Service (PDS) pada April 2018. Saat itu Pegadaian belum memiliki digital roadmap dan divisi khusus yang bertugas untuk mengeksekusi pengembangan inovasi perusahaan.

Pada perjalanannya, Pegadaian kemudian menetapkan menetapkan Rencana Jangka Panjang Perusahaan (RJPP) periode 2019-2023 sebagai fondasi transformasi yang berfokus pada empat hal antara lain (1) model bisnis, (2) operasional, (3) channel marketing, dan (4) segmen pasar.

Singkatnya, perusahaan pelat merah ini ingin mentransformasikan posisinya di pasar, tak lagi sebagai perusahaan gadai saja, tetapi juga perusahaan yang menawarkan layanan keuangan lainnya. Terbukti dari ekspansi layanan Pegadaian ke emas.

Dari sisi operasional, Pegadaian memanfaatkan teknologi digital untuk menganalisis profil calon pelanggan. Tak hanya itu, perusahaan juga mentransformasikan channel penjualan ke digital dan bermain ke segmen pasar yang lebih luas, yakni segmen menengah ke atas.

Untuk menjalankan rencana tersebut, Pegadaian membentuk divisi Transformation Office (TO) pada 2019. VP Digital Business Development & Partnership Pegadaian Herdi Sularko menyebutkan, ada tiga peran yang dijalankan TO, yaitu mengeksplorasi model bisnis baru, memperbarui proses bisnis, dan memperbarui budaya kerja di lingkup organisasi agar lebih agile dalam mengembangkan produk/layanan.

“Digital itu evolving dan kita harus mulai melatih [beradaptasi] karena setiap harinya selalu ada yang baru. Problem di korporasi itu komunikasi cuma antar-departemen atau divisi. Makanya, kita harus nimble dan agile. Fokus kami bukan jadi startup, tetapi membentuk budaya ‘pekerjaan kita dan orang lain bisa align’,” ungkap Herdi seperti dikutip dari Corporate Digital Transformation Report 2020.

Pengembangan produk digital

Sebagaimana disebutkan di awal, Pegadaian berupaya menjangkau pasar yang lebih luas. Strategi ini kemudian dijawab dengan mengembangkan Pegadaian Digital Service (PDS) yang menawarkan sejumlah layanan, seperti Gadai Online dan Jual-Beli Emas.

Saat ini, Pegadaian memiliki tiga bisnis utama, yakni gadai, pembiayaan, dan investasi emas. Sebanyak 90 persen pendapatan Pegadaian disumbang dari layanan gadai. Berdasarkan data perusahaan, sebanyak 2 juta nasabah dari total 13,86 juta nasabah di 2019 kini telah melakukan transaksi digital melalui PDS.

Untuk mendongkrak jumlah nasabah, Pegadaian baru saja mengomersialisasi fitur Pickup & Delivery Service untuk layanan Gadai Online di wilayah Jakarta. Pegadaian menggandeng Gojek sebagai mitra logistik Gadai Online melalui layanan GoSend.

Sebelumnya, Pegadaian telah memperkenalkan layanan ini—awalnya bernama Gadai on Demand—pada April tahun lalu. Saat itu, Gadai on Demand baru sebatas uji coba di beberapa titik di Jakarta.

Dihubungi DailySocial baru-baru ini, Herdi mengungkap bahwa ketersediaan layanan antar-jemput untuk Gadai Online ini nantinya mengikuti kesiapan outlet Pegadaian dan cakupan layanan mitra logistik di wilayah lain di Indonesia. “Kerja sama ini untuk last mile logistic. Jadi, kami jemput bola dengan menggandeng Gojek melalui layanan GoSend,” ungkapnya.

Layanan Gadai Online di aplikasi PDS memungkinkan nasabah untuk mengirim barang gadai dengan GoSend. Customer dapat menggadaikan barang tanpa perlu datang ke outlet dan mengirimnya ke outlet Pegadaian terdekat (radius 7km) dari lokasi mereka.

Sama seperti proses pemesanan GoSend pada umumnya, kurir akan menjemput barang jaminan ke lokasi konsumen. Mereka juga tetap dapat memantau (tracking) perjalanan kurir ke lokasi tujuan. Selain itu, customer tetap bisa berkomunikasi dengan kurir dan staf PDS melalui chat.

Lebih lanjut, pihaknya juga berencana menghadirkan layanan GoPay sebagai opsi pembayaran layanan Pickup & Delivery Service. Selain itu, Pegadaian juga berencana melakukan uji coba pemanfaatan platform Dropbox untuk melalukan penaksiran harga barang jaminan berbasis foto yang dikirimkan customer.

“Saat ini belum bisa ke GoPay, tetapi ini sudah masuk roadmap development kami ke depan. GoPay dibutuhkan untuk pembayaran trip ke outlet. Ke depannya, kami ingin sentralisasi produk digital di aplikasi PDS,” jelasnya.

Kolaborasi dan transformasi outlet

Selain digitalisasi layanan, Pegadaian juga melakukan gebrakan dengan membangun infrastruktur Open API untuk masuk ke ekosistem keuangan di Indonesia. Menurut Herdi, kolaborasi dengan banyak mitra berpeluang untuk menciptakan ekosistem dan lini pendapatan baru.

“Di luar sana sudah terjadi disrupsi. Semua bank mulai ke arah open banking platform. Masalahnya, industri pegadaian tidak punya benchmark karena posisi kami berada di antara banking dan industri keuangan lain. Memang, bisnis ini tidak terdampak tetapi kami bisa melihat model bisnis yang dapat di-scale up,” paparnya.

Salah satu kolaborasi besar Pegadaian adalah menggaet Tokopedia dalam menyediakan layanan Jual-Beli Emas Online yang meluncur pada Januari 2019. Kolaborasi ini diklaim sukses oleh perusahaan mengingat proses integrasinya hanya memakan waktu dua bulan dan mengantongi traction positif dari pengguna Tokopedia.

Tak hanya itu, Pegadaian juga mulai memodifikasi sejumlah outlet-nya agar relevan terhadap kebutuhan pasar saat ini. Pegadaian telah mentransformasikan 31 outlet-nya menjadi The Gade Coffee & Gold terhadap lebih dari 4.000 outlet di Indonesia.

Menurut Herdi, sejak awal perusahaan menerapkan konsep agile organization dan CI/CD framework (Continuous Integration/Continuous Development), setiap produk akan terus dikembangkan dengan user experience sebagai prioritas utama. “Kami ingin memberikan customer experience yang sama seperti di offline. Hadir di mana pun dengan layanan yang mudah dan tangkas bagi semua kalangan,” jelasnya.

Sementara dari sisi back-end dan ground level operation, Pegadaian juga mengimplementasikan solusi teknologi, seperti IoT-based RFID network dan Robotic Process Automation (RPA) untuk meningkatkan pengamanan barang jaminan dan efisiensi operasional.