Bluder Cokro’s Customer Experience Strategy to Maintain Its Position as the Market Leader in Bluder Bread

Abstract

In the past few decades, the Indonesian bread industry has experienced significant growth. Bread has become an important part of Indonesian culinary culture, ranging from the Dutch colonial heritage to innovative local innovations. This growth, amidst the competition in the bread industry, has positioned Bluder Cokro as the market leader in the bluder bread category. For the past three years, Bluder Cokro bread has become one of the typical souvenirs of Madiun. Founded in 1978, Bluder Cokro initially started as a small family-run business. The company derives the name "Cokro" from a Javanese word that means "full of flavour," reflecting its commitment to producing high-quality bread with a variety of lavors. To maintain its position as a market leader, Bluder Cokro needs to continue innovating and providing an excellent customer experience. This research uses a qualitative descriptive method with a case study approach. We obtained the research data through semi-structured interviews with key informants, the manager of Bluder Cokro, and customers. Additionally, observation and documentation were used. Research findings indicate that Bluder Cokro has successfully maintained its position as a market leader through a comprehensive customer experience strategy. Consistent product quality, innovation in flavours, and friendly service both in-store and online are the keys to success. Attractive loyalty programs and the use of digital technology increase customer satisfaction. Customers feel valued and remain loyal due to the combination of quality, service, and a pleasant shopping experience.