Tag: Superapp

In the industry’s continued quest to find new channels to deliver effective campaigns to consumers, retail media networks (RMNs) have proven to be able to cut through the noise and able to stand out to consumers and deliver results. This is especially evident with the continued popularity of RMNs for marketers in Southeast Asia, with the latest report from GrabAds and Kantar noting that advertising spend on RMNs in the region is forecast to grow US$4.b by 2030.

The report also highlighted the importance of superapps in boosting RMN ad spend amongst SEA marketers, stating that superapp RMNs are well-positioned to serve the consumer needs with their O2O full-funnel ecosystem powered by first-party data.

To better understand how RMNs became a popular advertising platform for marketers in the region–and how brands and advertisers should approach them–MARKETECH APAC recently spoke exclusively to Ken Mandel, regional managing director and head of GrabAds and brand insights at Grab to learn more about the benefits of RMNs for advertisers and what case studies should the industry note in terms of RMN application.

Understanding regional factors that amplified RMNs

For Mandel, while retail media networks (RMNs) development differ from one region to another, he noted that Southeast Asia’s fast-growing digital economy and increasingly tech-savvy population primed for speed and convenience have made the region a fertile ground for the rapid growth of retail media networks (RMNs).

This is then highlighted by their recent study alongside Kantar that noted the total advertising (ad) spend on RMNs in Southeast Asia is projected to grow by 8% year-on-year in 2024, with year-on-year growth forecasted to be higher or consistent with global growth figures till 2030. 

“Such market nuances are shaped by consumer preferences and behaviour. For instance, our study shows that 2 out of 3 Southeast Asians surveyed prioritise having products and services on-demand. This suggests that consumers in the region demand seamless, convenient experiences that get desired products into their hands quickly,” he stated.

He also noted how superapps much like Grab have also emerged as an integral aspect of consumers’ daily lives, and are able to seamlessly bridge the entire retail experience from discovery to purchase and delivery.

“One in two Southeast Asians utilises superapps for their everyday online and offline activities, according to our study with Kantar. The integrated RMN ecosystem with its multiple services allows RMNs to collect first-party transaction data across the platform beyond simply purchasing habits, providing holistic user understanding for brands to build more effective targeting parameters,” Mandel added.

How RMNs are delivering effective advertising campaigns

To begin with, Mandel notes that RMNs allow brands and advertisers to benefit from a full-funnel sales flywheel that achieves both top and bottom-funnel objectives. For him, they are powered by first-party transaction data and solution-oriented ads, allowing advertisers to serve highly relevant ads to customers that meet their needs and behaviour across their buying journey.

“Essentially, RMN ads reach consumers who are already in a buying or discovery mindset and provide a suitable product solution for the right occasion. As a result, consumers are more receptive towards RMN ads, as they are perceived as less intrusive and more trustworthy,” he explained.

It is also worth noting that in the same study they conducted alongside Kantar, it noted that RMNs ranked first in online media channel equity, which measures consumers’ receptivity to advertising messages across different online media channels. 

“RMNs are able to deliver strong performance marketing results, thanks to three key ingredients – first-party data, a sizable audience and the ability to close the loop between consumer intent and purchase. This means that advertisers can attribute sales to their media dollars,” he also stated.

Mandel also highlighted how superapp RMNs in particular can reach and measure both offline and online behaviours and transactions, thanks to their unique online-to-offline ecosystems. 

For instance, on Grab’s case, they were able to work with juice brand Sunquick to serve ad banners offering a free sample of Sunquick’s new Mango cordial. Through this campaign, clicking into the ads would take shoppers to GrabMart where everyone who bought an item would have a bottle of Sunquick Mango cordial added to their basket. Moreover, they have also worked with DBS when they curated an omnichannel campaign with offline fleet ads and in-transit online ads on the Grab app.

“Superapp RMNs are not just pure performance marketing channels. According to the latest Grab Food and Delivery Trends 2023 report, 66% of our consumers come to Grab without a specific store in mind, and 91% of them have used the Grab app to discover new restaurants or stores. This means that consumers also leverage RMNs for discovery, which opens up opportunities for upper-funnel brand building,” he said.

Understanding how superapp RMNs are supporting contextual advertising

Speaking of superapps, Mandel notes that the integrated RMN ecosystem with its multiple services on superapps allows RMNs to collect first-party transaction data across the platform beyond simply purchasing habits, providing holistic user understanding for brands to build more effective targeting parameters.

Moreover, it is also worth mentioning that the superapp’s integrated payment systems also make it possible to track offline transactions if users pay using the platform, allowing brands to better attribute sales to advertising dollars.

“Superapp RMNs like Grab bridge the online to offline with their comprehensive ecosystem. GrabAds offers advertisers offline assets such as product sampling, in-car branding or car wraps to deliver an integrated campaign across multiple channels. This is key to designing more effective ad campaigns as our report with Kantar reveals that using both online and offline channels improves positive ad receptivity by 5%,” he explained.

He also added how superapps are able to provide first-party transaction data, which reflects the true commercial intention of a consumer. For them, this helps brands and advertisers identify consumer personas and audience segments based on actual behaviour and transactions. 

In their own case, they have identified so-called ‘Chief Family Officers; (CFOs) as a specific, high-value segment of their users on the Grab platform based on indicative purchasing behaviour. According to Mandel, their behaviour within their app offers many opportunities for advertisers to do so, since they spend 2.1 times more monthly and use delivery services 1.9 times more frequently than the average Grab user.

“Advertisers looking to reach CFOs can consider promoting family-related products catering to their needs. Ultimately, high-resolution user profiling with superapp RMNs allows brands to create more targeted campaigns that resonate with specific user segments,” he said.

Advice for advertisers tapping RMNs for the first time

“if you’re not in the game, you can’t play”: this was the number one advice Mandel offered to brands if they want to explore RMNs for the first time. For him, whilst RMNs provide a lucrative opportunity for advertisers to expand their reach, one should also know their perfect RMN match.

“It is also important to partner with the right RMN players. While there are diverse retail media platforms in Southeast Asia, advertisers should look out for three key ingredients when deciding which platform to work with: first-party data, a sizable audience and the ability to ‘close the loop’,” he said.

Mandel also added, “Most importantly, brands should not focus only on bottom-funnel opportunities. RMNs are full-funnel solutions, and advertisers should consider how they can utilise the capabilities of RMNs across the funnel with the consumer in the middle.”

With RMNs continuing to be a promising advertising platform for marketers in Southeast Asia, it’s also important to understand that tapping into this new type of platform requires both an understanding of how your brand would be relevant to users, especially those who are using superapps on a regular basis. With consumer behaviour being more manifested on online platforms, RMNs–whether on social media or on e-commerce platforms–is a great opportunity for advertisers to ride on whilst understanding better consumers on a contextual basis.

Singapore – German premium home services brand Helpling has announced the expansion of its services to become a one-stop home care and services solution with the launch of their super app. 

Through the super app, Helpling broadens their line-up of services to include elderly care and childminding services, in tandem with new home maintenance services like home organising, handyman and plumbing services.

Soft-launched, this platform also offers childminding care to families who seek occasional childcare support on an ad hoc basis for just a few hours each day or week, with the on-demand service starts at just SGD$25 per hour. Babysitters on the platform can assist in expert household management like meal preparation, errands and administrative tasks alongside professional home cleaning while minding the children.

Both new services are built onto Helpling’s booking system. Upon signing up for the service, Helpling’s algorithm will match users with reliable, skilled and trained providers. Among the recently added services, Helpling’s suite of services includes home cleaning, along with appliance and air conditioning maintenance services.

The new Home Services Super App embodies Helpling’s commitment to providing a holistic platform for busy professionals to effortlessly find the home services they require.

James Lim, CEO of Helpling Asia-Pacific, said, “This expansion aims to elevate our portfolio, catering to the diverse needs of busy households. The launch of caregiving services is notably in line with the government’s push to boost accessibility to full and part-time help for families. Our venture into companionship care also seeks to create greater access to solutions amid Singapore’s rising elderly population.”

“We are the top choice for busy Singaporeans who do not want to compromise on the standard of service. Each provider undergoes meticulous screening conducted by professional trainers and is continuously evaluated through performance reviews and training sessions. From there, Helpling’s care consultant will work with customers to personalise and tailor each service, depending on their needs”, he added.

Thailand — Kerry Express, Thailand’s leading express delivery service, partners with Grab, Southeast Asia’s leading super-app, to add a new service to the market. Starting in 2022, the Kerry Express application will provide ‘Instant Pick-up Service’, an option that allows parcels to be picked up within 30 minutes and an ‘Express Pick Up’ option that allows customers to schedule parcel pickups every hour. KEX and Grab will launch a pilot test in Greater Bangkok.

Alex Ng, CEO of Kerry Express, commented, saying that in the past, the express delivery company found that many of Kerry Express’ customers chose to use rider service or a messenger to deliver the parcel to Kerry’s store to avoid the traffic, travelling fee, and save time. To fulfil this unmet need, Kerry Express has developed the door-to-door instant pickup and express pickup, with two more upgrades including; instant pick-up service within 30 minutes and express pick-up service with an hourly schedule.

The instant pick-up service is suitable for merchants who already packed their items and seek immediate delivery or those who have limitations of time, customers can expect rider-partner to pick up the items within 30 minutes. Meanwhile, merchants who have a fixed delivery schedule can enjoy express pick-up service, in which rider-partners pick up the parcels on an hourly basis. Both services will have rider-partners pick up the package and drop it off at the nearest KEX Parcel Shop. There will be no extra charges on the shipping fee and will be the same as the fee at the KEX parcel shop. The receipt will be sent to the registered email and the Kerry Express Application.

Alejandro Osorio, country head of Grab Thailand, commented that the collaboration between Grab Thailand and Kerry Express is another highlight in the parcel delivery industry.

“Customers can enjoy the convenience of using the express parcel pick-up services via Kerry Express Application with our rider-partner pick-up services that are available in two options: instant and hourly. The new services are distinguished from other standard services thanks to the combination of Kerry’s existing service shops available throughout the country and Grab’s hundreds of thousands of riders and driver-partners operating across Thailand. Grab believes that the synergies pilot for the instant parcel pick-up services in the greater Bangkok area will help create a better experience for Kerry’s customers, who will relish convenient and rapid service at an affordable price,” Osorio said.

Meanwhile, Ng shared his own comments on the partnership.

“We are very glad to have Grab Thailand as a partner to provide the services. Kerry Express is a leader in express parcel delivery that has been operating in Thailand for more than 15 years. In addition to our excellent service, we provide service shops that cover more than 20,000 locations across the country. On the other hand, Grab is considered to be a strong ally in terms of brand, speedy delivery, and reliability, with its large database of rider-partners who are ready to pick up parcels from our customers anywhere at any moment. Therefore, this alliance will serve the needs of our users who will definitely enjoy a greater experience,” Ng said.

Recently, Grab also announced they acquired a majority stake in Jaya Grocer, a leading supermarket chain in Malaysia. 

Singapore – Airasia’s food delivery service airasia food has finally kicked off its Singapore operations with a special promo of unlimited free delivery perk for its first customers.

The unlimited free delivery service will be available March 2 to 16 from deliveries within 8km from the order point. Airasia food will be offering a long list of menu options from popular outlets like No Signboard Seafood, The Shepherd’s Pie, Swee Choon Tim Sum, Maki-san, Pizza Express.

For Tony Fernandes, CEO at airasia Group, their recent expansion hopes to help establish airasia food as a “notable player in the food delivery scene in Singapore,” noting that at least 50% of Singaporeans eating out every day and a staggering 2.7 million active online food delivery users in 2020 have been evident in the region.

“At airasia food, our mission has always been to help local food businesses keep their cost low by offering a much lower commission rate that can then be passed on to customers so they can enjoy even lower prices for their favorite dishes. Through airasia food, we are very proud to be able to contribute to the economy in general and at the same time help create more jobs as our merchants grow in their business and we are constantly on the lookout to expand our airasia delivery team in Singapore,” Fernandes said.

Meanwhile, Lim Ben-Jie, airasia super app’s head of e-commerce states that they are inviting other F&B outlets in Singapore to sign up to their platform, noting that “delivery riders can earn up to SGD700 a week on average.”

“We continue to welcome more F&B operators to join us, and airasia food will provide dedicated teams who will onboard merchants and enable them to go live within 48 hours with no registration or setup fees. Coupled with the lower commission rates for merchants and one of the most affordable delivery rates compared to market incumbents, we want to contribute positively towards the whole food delivery chain in Singapore and to further grow this segment,” Ben-Jie stated.

Singapore – Property technology company Ohmyhome has launched its renovation services adding to the company’s suite of end-to-end services. From property searching to post-purchase services, Ohmyhome takes a step further in offering holistic home services to users, making the platform a home-dedicated superapp. 

The addition of the new service is in response to the perennial renovation woes customers face such as unclear costing, inconsistent communication, delays, and renovation disputes. Through it, Ohmyhome Renovation tackles these issues, aiming to deliver a simple, convenient, and quality experience for homeowners.

Within the new service, Ohmyhome connects users to in-house interior designers who will help translate the homeowner’s vision into concrete designs. Customers will receive a complimentary design proposal with fully transparent costing for them to know exactly what they are paying for. Once the proposal is confirmed, materials are ordered and the renovation is carried out with Ohmyhome’s partners.

According to Race Wong, co-founder and CPO of Ohmyhome, the recent launch of its renovation services extends its “ethos of simplicity, convenience, and customer-oriented service to this important post-purchase process.”

“Renovation is an integral step to turning a house into a home, every corner matters to us and customer satisfaction is paramount. That’s why we’ve gathered experienced in-house design and project management teams along with a network of trusted and reliable partners so that every renovation project will be seamless, timely, and of the highest quality,” Wong stated.

Kuala Lumpur, Malaysia – BIGLIFE, Asia airline AirAsia’s loyalty marketing platform, which operates the BIG Loyalty program, has unveiled a rebranding, now sporting a new name “BIG Rewards” and a new logo, in response to the brand’s diverse offerings and fast e-commerce transactions.

The recent rebranding comes with BIG Rewards’ 10th year milestone anniversary last year, in which it enabled members to redeem a variety of lifestyle deals using BIG Points, and BIG Xchange, an instant points exchange hub, giving members the freedom to convert their desired points instantly on one single platform.

“The word ‘Rewards’ spells out the benefits for our members and is a stronger and more attractive proposition in today’s e-commerce world. Under the new brand name, BIG Points will continue to power the airasia.com ecosystem as a digital loyalty currency, rewarding BIG Members with BIG Points and greater savings as points can be used like cash for payment across all lines of business – travel, shop, food, fresh, etc on airasia.com,” said Spencer Lee, CEO of BIGLIFE.

He added, “The rebranding exercise represents change. BIG Rewards is changing because the world around is changing. BIGLIFE is determined to never stop leading the way in innovation and continuously creating value for our partners and members.”

BIG Rewards has now grown to a comprehensive lifestyle rewards platform that goes beyond flights, including lifestyle, travel, and financial services categories.

Jakarta, Indonesia – Technology group Gojek has announced its investment to technology-based Bank Jago as part of a strategic partnership for Indonesia’s accelerated financial inclusion.

Within the partnership, Gojek and Bank Jago aim to bring digital banking closer to users through Gojek’s payment platform GoPay. Users can now open a Bank Jago account and manage it through the Gojek app. The partnership will also act as a model through which Gojek will go on to partner with other banking institutions to support them in reaching more customers.

For Gojek CEO Andre Soelistyo, the newly-forged partnership is a strategic move to get banks working for the superapp, hence leveraging Gojek’s purpose to be an accessible financial platform for Indonesians.

“Our partnership with Jago marks the latest milestone in our drive to reduce daily friction for users and improve their lives through technology. It is a key part of our strategy and will underpin the growth and sustainability of our business in the long term. Jago’s tech-based banking solutions will supercharge Gojek’s ecosystem offerings and facilitate access to banking services for the mass market, thereby supporting our common vision to accelerate financial inclusion in Indonesia,” Soelistyo stated.

The investment, made through Gojek’s financial and investment arm, would mean that 22% of Bank Jago will be held by Gojek.

On the other hand, Bank Jago’s president director Kharim Siregar, expressed high hopes for the new partnership, as it complements the Bank’s broad expertise to Indonesian financial needs.

“We believe that this strategic collaboration – between a tech-based bank like Bank Jago and a Super App like Gojek – is the first of its kind in Indonesia and Southeast Asia and represents a new way to spur growth in digital economies. As a bank designed with an open API, we will go on to work with multiple digital ecosystems to reach a wider audience and drive our aspiration to enhance the finances of millions of people through digital financial solutions,” said Siregar.

Manila, Philippines – A good news for foodpanda users in the Philippines – its premium subscription service pandpro is now available in the country. 

Accordion to a report by Noypigeeks, the pro membership has already been rolled out in late October, with foodpanda only releasing its official promotions Sunday morning.

For a monthly subscription fee, users are granted three main benefits – free delivery, additional discounts, and more vouchers. 

For a minimum order of P400, foodpanda will be waving users’ delivery charge for the first five orders of the month. With discounts, members will be getting an unlimited extra 5% off of pick-up orders, albeit, not to be topped up on an existing promo. Meanwhile, the subscription also provides three additional 10% discount vouchers. 

The free delivery feature is applicable to all restaurants and shops. In addition, pandapro members will be able to receive other exclusive discounts of 20% and up. Both the subscription and application of benefits are available only through the mobile app.

Pandapro has been earlier rolled out in other Southeast Asia countries, such as in Singapore in February of this year.