Jakarta. PT Pegadaian is stepping up its digital transformation efforts through its “Tenang Saja” campaign, targeting the adoption of its digital services by 70% of its 27 million active customers.

The campaign, which promotes the message of financial peace of mind through music, was launched on Friday, Sept. 4, alongside National Customer Day celebrations and an appreciation night for selected customers.

Senior Managing Director of PT BKD Bersero Nugiwai Yusisilo said customers remain an integral part of Pegadaian’s growth and development, with the company continuing to enhance its products and services to meet evolving public needs.

“Customers are an important part of the company’s journey,” Nugiwai said during the press conference.

He said Pegadaian’s business performance has continued to show a positive trend, including in financing disbursements and its investment portfolio, although specific performance figures were not provided during the opening session.

Meanwhile, Pegadaian Marketing, Product Development and Management Director Selvi Demiati emphasized that “Tenang Saja” is intended to go beyond a conventional marketing campaign.

“When we talk about ‘Tenang Saja,’ it’s not just about a campaign, but it’s a movement, and it’s Pegadaian’s mission to provide a sense of peace of mind,” Selvi said.

Pegadaian currently serves more than 36 million customers, of whom around 27 million are active. The company said more than 6.5 million customers have also registered as users of the Pegadaian Digital application.

Expanding Access to Digital Gold Products

The “Tenang Saja” campaign is also being used to introduce Pegadaian’s range of digital financial services and gold products.

Among them is a gold savings service that allows customers to start investing with as little as Rp10,000, as well as gold installment plans starting from 1 gram.

Selvi said these products are part of Pegadaian’s broader effort to make financial services and gold ownership more accessible while providing customers with greater convenience.

The company’s emphasis on digital adoption, however, comes with an ambitious target.

Pegadaian aims to convert 70% of its 27 million active customers into users of its digital application.

“How can we achieve this 70% conversion rate? How can we turn them into users?” Selvi said.

To reach the target, Pegadaian is combining digital strategies with customer segmentation and continued development of the application’s features.

The company also operates a customer relationship management (CRM) program designed to provide benefits and recommend products based on individual customer characteristics.

“This is the shift we’re making, of course, with digital strategies as our driving force,” Selvi said.

Add as a preferred source on Google +