{"id":206160,"date":"2024-01-12T14:42:32","date_gmt":"2024-01-12T06:42:32","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?post_type=editorial&p=206160"},"modified":"2025-11-17T11:34:20","modified_gmt":"2025-11-17T03:34:20","slug":"grab-grabunlimited-subscription-plan-benefits","status":"publish","type":"editorial","link":"https:\/\/www.grab.com\/sg\/inside-grab\/stories\/grab-grabunlimited-subscription-plan-benefits\/","title":{"rendered":"GrabUnlimited: How one plan benefits consumers, merchants\u2014and drives spending"},"content":{"rendered":"\t\t
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It\u2019s been a year since Grab launched GrabUnlimited. The subscription plan struck a chord with consumers.<\/p>

In Southeast Asia, one out of two of Grab\u2019s top spenders<\/a> are now GrabUnlimited subscribers. Think of GrabUnlimited as an access pass to various benefits, after paying a monthly fee.<\/p>

The most important benefit is discounted delivery on food orders. Frequent Grab users know deliveries can add up to a significant amount, making this benefit a real cost-saver. Subscribers can see the amount they saved in their profile. There are other benefits in the bundle too, like basket discounts and exclusive perks.<\/p>

(Read more: A round-up of our new, affordable options for Grab users<\/a>)<\/strong><\/p>

The subscription plan offers great value to consumers, and it\u2019s driving loyalty and increased spending on Grab. In the third quarter of last year, GrabUnlimited subscribers spent 4.2 times more in food deliveries, relative to non-subscribers. They had average 6-month retention rates that were approximately two times higher than non-subscribers.<\/p>

GrabUnlimited: one plan for many benefits<\/h5>

Prior to GrabUnlimited, the company\u2019s experiments with a subscription-based discount-and-deals package resembled a digital voucher book.<\/p>

But this concept had its shortcomings, says Ashish Piplani, senior manager for loyalty and omnicommerce strategy at Grab.<\/p>

The deals were always changing, which meant Grab users couldn\u2019t predict how much they could save through the subscription. In merchants\u2019 eyes, the voucher book didn\u2019t lead to a consistent stream of new and returning customers.<\/p>

Grab solved these problems by changing the programme\u2019s focus. \u201cWe shifted the value proposition towards offering a single basket of benefits that gives you the best of Grab. The focus is now on the savings and the value you get from the programme itself,\u201d says Head of Product, Consumer Experience Shweta Padmanaban.<\/p>

Instead of getting a limited number of vouchers\u2014say, 10 vouchers to use in a month\u2014GrabUnlimited users simply need to pay a single subscription fee to access the popular unlimited discounted delivery fee benefit.<\/p>

\u201cIf we look at the data, you\u2019ll see that, across markets, consumers always complain about the delivery fee and unpredictable savings on offers. They think, why should they pay extra beyond what they\u2019re already paying for their food?\u201d says Piplani.\u00a0<\/p>

\u201cWhen you think of Amazon Prime, you immediately think of its primary perk: free, fast shipping,\u201d continues Padmanaban. GrabUnlimited aspires to the same level of immediate association with its primary perk.<\/p>

In addition to the \u201chero benefit\u201d, GrabUnlimited subscribers also enjoy benefits and perks across Grab\u2019s ecosystem. Grab rolled out the GrabUnlimited programme across all its major markets in 2023.<\/p>

How GrabUnlimited optimised for user acquisition and retention<\/h5>

Users have expressed their approval of GrabUnlimited with their wallets. \u201cWith a streamlined GrabUnlimited membership that unlocks the best of Grab, we have a record high number of active subscribers, more than we ever had with numerous plans and packages earlier,” says Piplani.\u00a0<\/p>

How did Grab convert users, and keep them subscribing month after month?<\/p>

At the time Grab launched the new GrabUnlimited programme, many consumers were still reeling from the economic uncertainty in the aftermath of the Covid-19 pandemic. Getting customers to pay more for a digital service was a challenge.<\/p>

This changed when Grab rolled out a free trial period, which ranged from one to three months, depending on uptake in each market. This was \u201cquite effective in driving adoption,\u201d says Padmanaban.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Grab embeds marketing messages in the order flow to encourage users to subscribe to GrabUnlimited. Subscribers can see the amount they saved in their profiles.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Grab also embedded marketing messages within the purchase flow to encourage users to try GrabUnlimited before completing an order, for example, showing the GrabUnlimited icon next to the delivery fee.<\/p>\n

The clear benefits, along with the visibility of money saved through GrabUnlimited in their profiles, have convinced the majority of users who have trialled the programme to continue subscribing.<\/p>\n

What\u2019s next for GrabUnlimited? <\/h5>\n

The GrabUnlimited programme isn\u2019t just a cost-saver for frequent customers.<\/p>\n

Merchants also reap value from the programme. They can target marketing campaigns specifically to GrabUnlimited users. \u201cFrom a merchant perspective, if you have a USD 100 marketing budget, it makes more sense for you to invest that on the GrabUnlimited base vis a vis other users, because these subscribers are very loyal and have high usage frequency. Merchants have a higher chance of actually converting the user and making them loyal to their brand,\u201d says Padmanaban.<\/p>\n

In 2024, Grab is focused on giving even more value to the most loyal GrabUnlimited users, as well as merchants. The company is now testing a VIP membership tier. Selected subscribers will enjoy exclusive benefits, such as priority customer support, and being allocated the highest-rated driver-partners.<\/p>\n

Grab will also offer more payment methods for subscription renewal, and encourage more merchants to create deals and perks exclusive to GrabUnlimited. <\/p>\n

True to the \u201cOne Grab\u201d proposition, the long-term view is for GrabUnlimited to progressively include more services so members get the best of the entire Grab app through a single subscription fee.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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