KUALA LUMPUR: GrabAds, the advertising arm of Grab, is expecting a surge in customer spending patterns during the upcoming Ramadan.
According to its Ramadan-Raya Insights 2023/2024 report, Grab said 84 per cent of respondents surveyed expressed plans to increase their spending during Ramadan, particularly on food and beverage, fashion and apparel, and personal healthcare.
Grab Malaysia head of marketing Hassan Alsagoff said as Ramadan approaches, we anticipate a surge in celebration and consumer activity, especially among families in Malaysia.
“This presents an opportunity for brands to connect meaningfully online with the right audiences.
“By planning early Ramadan campaigns that leverage data insights and tailored strategies, brands can enrich their customers’ celebrations with engaging communication that serves personalised experiences.
“This approach not only captures attention but also builds lasting connections with existing and new audiences,” he said in a statement.
Findings on the report showed that 76 per cent of Malaysians anticipate amping up their digital activities during the festive season, with 62 per cent planning to rely heavily on Grab services like food deliveries and payments.
Further, an 84 per cent of respondents favouring breaking their fast with loved ones and 94 per cent willing to spend more on high-quality products for their families and homes, merchants can consider offering tailor-made for family gatherings with flexible group menus offering add-ons like drinks and desserts.
The report also noted that 85 per cent of surveyed users, including car owners, prefer Grab’s convenience during festive periods, leading to a 9 per cent surge in weekly ridership compared to pre-Ramadan.
This trend peaks further in the weeks leading up to Hari Raya, with airport trips steadily increasing from week three onwards.
Furthermore, families often reunite in their hometowns, so the roads usually get busy. Recognising these behavioural patterns, brands have a golden window to engage early adopters.
Grab report noted that by launching strategic in-car or car-wrap campaigns one to three months before Ramadan, they can leverage this captive audience, raise brand awareness, and capture a loyal customer base before the festive fever takes full swing.
“We’re committed to helping our merchant partners, especially the micro, small and medium enterprises (MSMEs), plan their Ramadan campaigns effectively.
“We encourage them to leverage the insights we share in the report so they can foster brand loyalty, drive sales, and establish a strong presence in the hearts and minds of consumers,” Hassan said.
GrabAds empowers brands and marketers, including small and medium-sized merchants, to run impactful campaigns through its super-app ecosystem.
The platform offer a self-serve ad service, an ad creation tool that empowers merchant partners to build their own ad image banners and search ads and track ad performance in real-time.
