Mydin eyes Singapore market with Shopee eCommerce venture

Mydin Mohamed has turned to eCommerce and is eyeing the Singapore market this month as part of the Shopee International Programme. Mydin will tap on Shopee Malaysia's capabilities and receive end-to-end cross-border services including logistics, customer service, payment solutions, and campaigns. These will help Mydin market and sell its exclusive brands MyRasa and My Home as well as products of micro, small and medium enterprises it carries.

According to MD Ameer Ali Mydin, eCommerce is an important part of its overall business. Last year, it witnessed a 73% increase in online sales compared to the previous year. Ameer said this signals a growing proportion of online-first customers seeing as more people were relying on eCommerce to get their essentials and lifestyle needs during the movement restrictions brought about by the pandemic. He added that this venture with Shopee will help Mydin grow its business within ASEAN.

At the same time, Mydin is also launching its three-day Super Brand Day in partnership with Shopee Malaysia, which is time in conjunction with the latter's Raya Bersama Shopee campaign. The campaign began on 8 May and features promotions and a slew of contests for consumers to participate in. The Share and Get Voucher contest, for example, offers users the chance to win higher savings vouchers when they collaborate with their friends to claim them. A+M has reached out to Mydin for additional information on its eCommerce plans.

Meanwhile, Mydin is also continuing its annual tradition during the festive season by tapping on its prihatin fundraising campaign to help the underprivileged. The funds will be collected from purchases made from participating brands including Colgate, Mahsuri, Saji, Kapal Api, Sunquick and Garnier as well as MyRasa and My Home. The funds will be donated to Tabung Mydin Prihatin.

Aside from eCommerce, Mydin is also keeping abreast of the changing times by jumping onto TikTok. Launched last April, majority of the initial videos were fronted by Ameer who did various tricks to highlight the deals and promotions offered, as well as the Wipe It Down and Sunglasses challenges. Mydin's spokesperson told A+M previously that is synonymous with the brand and as its owner, he is also a credible representative. This brings confidence to consumers and helps build a strong connection with them. Mydin aims to reach younger audiences via TikTok and with movement restrictions, consumers are spending more time on their mobile phones while at home. Hence, Mydin saw it as a good opportunity for it to leverage TikTok.

Photo courtesy: 123RF

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