Campaign gone wrong? Tokopedia tries to sort out voucher blunder

What should have been a short-lived campaign by Indonesian eCommerce giant Tokopedia quickly spun out of control this week when a coupon entitling users to US$6.68 off a minimum purchase of US$10 was shared widely online. As part of the promotion, only clients of UOB’s digital banking service TMRW were eligible for this exclusive coupon. Unfortunately, an oversight on Tokopedia’s part led to the coupon code being redeemed for multiple transactions by non-TMRW customers.

This led to the eCommerce giant cancelling the entire promotion. MARKETING-INTERACTIVE has reached out to Tokopedia for a comment.  A spokesperson from Tokopedia told media outlets that a number of transactions cannot be processed through Tokopedia as they fail to meet promo terms. The spokesperson apologised to users who could not continue the transaction

Don't miss: Tokopedia makes a move into subscription space for Java-based users

The incident comes shortly after the eCommerce marketplace launched its first subscription plan, ‘PLUS by GoTo’ to Java-based users on its platform. ‘PLUS by GoTo’ offers users unlimited free shipping with faster order processing time, priority services, and other exclusive benefits from GoTo’s strategic partners, such as Halodoc and Vidio.

PLUS subscribers can also get discounted medicine and doctor consultations through Halodoc, exclusive Tokopedia NOW! coupons, prioritised service from Tokopedia Care, and many more benefits through upcoming new partner launches.

“PLUS by GoTo is a prime example of how we can unlock synergies across our ecosystem to offer more value for customers. As the only eCommerce player with a fleet powered by a market-leading on-demand platform, we are able to deliver the next level of service and enhance engagement with our platforms, which we believe will foster long-lasting customer loyalty,” Anthony Wijaya, Marketplace of GoTo Group director and head said at the time. 

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