Malaysia – End-to-end creative commerce agency VMLY&R Commerce has recently launched ‘Muslim Lab’, a new data and insights hub that aims to help brands explore and understand the needs, aspirations, and behaviors of Muslim consumers.
Focused on Malaysia and Indonesia, the new ‘Muslim Lab’ seeks to provide brands in the region with a stronger understanding of the countries’ 250 million strong Islamic communities, across all market segments and Halal product categories.
The project will be unifying data from multiple sources and partners to uncover intelligence and insights across all cultural touchpoints, spanning values, lifestyle, and commerce, as well as media behaviors. With this, clients will gain invaluable access to building meaningful strategies in consideration of personal shopping habits, media channel consumption, and social and entertainment preferences, among others.
VMLY&R Commerce Malaysia and Indonesia’s Chief Strategy Officer Filipe Lampreia shared that Muslims represent around 85% of Indonesia and 60% of Malaysia’s total population.
“It’s fundamental that brands from different sectors can understand the culture, values, and behaviors of this segment if they want to connect and engage with audiences in ways that are relevant, meaningful, and timely. We believe this is key in building a more loved and efficient brand,” said Lampreia.
Meanwhile, Kenni Loh, the CEO at VMLY&R Commerce Malaysia and Indonesia, commented that in Malaysia and Indonesia alone, there is vast and sophisticated diversity of Muslims due to culture, geography, income, and urban/rural living.
“With Muslim Lab, brands will be able to have quality data that lead to unique insights, and with unique insights come great opportunities for brands to better connect their messaging across their connected commerce channels,” said Loh.
Leveraging the findings from the new ‘Muslim Lab’, the agency has already piloted campaigns for brands including media entertainment group Astro and online used car platform Carsome.