GrabsAds and Jaya Grocer partner to provide offline-to-online support for FMCG brands

Malaysian supermarket chain Jaya Grocer is partnering with tech platform Grab to leverage its advertising arm, GrabAds, for a unified omnichannel advertising solution that can be utilised across all its brands.

This new solution offers offline-to-online (O2O) integration, which will help brands increase visibility, boost sales, and build brand power, Grab shared in a statement.

This move follows Grab's findings in its food and grocery trends 2023 report that nine out of 10 Grab users in Malaysia prefer brands that offer an integrated O2O experience. 

GrabAds' retail and media network capabilities and Jaya Grocer's large supplier network will allow more brands to reach the increasingly hybrid shopper through its full-funnel ecosystem, that covers brand discovery, conversion, and last-mile delivery. 

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The Laughing Cow, the leading healthy cheese brand distributed under Jaya Grocer, is one of the brands to have utilised this omnichannel advertising solution, and attributed majority of its offline sales at Jaya Grocer to its online awareness campaign on GrabAds during the official campaign period. 

Dave Yang, regional head of sales and GTM, GrabAds, noted that it is imperative for brands to consider the entire omnichannel consumer journey when closing the loop from awareness to purchase, as consumers continue to make purchases in stores while maintaining their online shopping habits. 

"Retail media networks such as GrabAds enable brands to build such O2O advertising campaigns seamlessly, thanks to our comprehensive ad ecosystem – from online search ads to offline fleet wraps. We are only strengthening our O2O capabilities with the integration of Jaya Grocer," added Yang. 

Grab and Jaya Grocer have been working together since 2021 to provide Malaysian consumers with more convenient on-demand FMCG solutions. Grab's FinTech arm GrabPay and GrabRewards were also rolled out in all Jaya Grocer brands' physical retail stores in 2022, with the subsequent folding of Jaya Grocer’s loyalty programme with any Grab user launched the following year. 

“We are thrilled to see the continued impact of our integration with Grab, particularly for the FMCG brands retailing under Jaya Grocer. The promising landscape of on-demand grocery services in Malaysia, where many consumers prefer a seamless blend of online and offline shopping, makes this partnership more significant than ever. Our collaboration with Grab will allow Jaya Grocer to tap into an active consumer base shopping online and offline, contributing to the growth trajectory of our (Jaya Grocer’s) business in Malaysia,” remarked Daniel Teng, deputy chief executive officer, Jaya Grocer.

With strong presence in Southeast Asia, 2023 has seen GrabAds expanding its offerings across North Asia. Last year, the group partnered with Chinese marketing agency Tomato Interactive to support China's top brands as they make way into Southeast Asia. 

Similarly, the brand partnered Japanese digital marketing solutions provider, Mediabank, to roll out campaigns for Japan's Tourism Agency. This campaign aimed to spotlight hidden spots in Japan to Grab's users. 

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