Executive Summary
Kohler's digital shelf performance in Indonesia reveals a critical disconnect between brand prestige and digital execution. Despite strong brand equity, the current content strategy is passive, resulting in a mediocre Content Score of 49.14%. While basic visual assets are passable (Image Score ~67%), we are failing in high-leverage areas: Technical Specifications (12%) and Video Engagement (10%). This "content gap" forces potential buyers to competitors like TOTO and American Standard, who offer higher information density and reassurance.
With IDR 9.93B in total sales and 6,763 products sold across the catalog, Kohler must urgently pivot from a static catalog approach to an active, education-first strategy. By addressing the "Silent Specification Gap" and introducing rich media for high-ticket items, we can reduce abandonment and justify price premiums against aggressive local competitors like AER.
Content Quality Score
Avg. Rating
Traffic Level
Promo Intensity
Total Sales
Revenue Performance
Cumulative sales across all channels
Total Products Sold
Units Sold
Total unit volume across platforms
Content Quality Breakdown
*Scores below 50 indicate critical failures in communication. Note the severe dip in Specs (12%) and Video (10%).
Strategic Pillars (Action Plan)
1. Technical Transparency 🛠️
+15-20% Conv.The Fix: Immediately update Priority SKUs with "Technical Spec Card" images. Visualize rough-ins, dimensions, and pressure ratings to reduce "will it fit?" anxiety.
2. Motion & Emotion 🎥
EngagementThe Fix: Deploy short-form videos (15s) for top 50 best-sellers. Show the flush power and handle movement to justify the premium price point.
3. The Renovation Bundle 📦
Increase AOVThe Fix: Mimic American Standard’s strategy. Create "Renovation Sets" (Toilet + Jet Washer + Holder) to simplify the journey and mask individual item costs.
4. Local SEO Localization 🌏
Organic TrafficThe Fix: Rewrite titles with high-volume Indonesian keywords (e.g., "Kloset Duduk", "Kran Cuci Piring") instead of internal jargon. Capture generic search traffic.