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Grab Thailand announced its plans to expand into new categories to serve modern women, in particular modern moms, after its “GrabMart” service saw a year-on-year growth of more than 130 percent in the number of users in this segment. GrabMart will double down on three key areas: increasing the number and variety of merchant partners and product lines, delivering powerful marketing campaigns driven by women’s insights, and offering valuable deals and promotions, with an aim to capture modern women who value smart choices and have higher decision-making power on spending, both for themselves and their families.


Chantsuda Thananitayaudom, Country Marketing & Partnership Head and Head of GrabMart, Grab Thailand said, “Almost two years after its launch, GrabMart, an on-demand everyday goods delivery service from supermarkets and convenience stores, has continued to grow in popularity among our users due to its ability to answer the needs of today’s consumers who look for instant delivery of goods and everyday items, without having to wait for the next-day arrival. GrabMart has emerged as a new and more convenient option, during the COVID-19 pandemic, when people avoid traveling outside. Currently, GrabMart has over 100,000 products available and over 13,000 merchant-partner outlets on our platform.”


“In terms of user segment, modern women are among the group with the highest potential and purchasing power, and saw an increase of 130 percent in number of users in the past year as well as high purchasing frequency, especially in Fresh/Grocery and Health & Beauty. This year, Grab aims to focus on catering to the needs of this user group and plans to implement strategies to capture the women segment aged 25 to 54, who represent 22.8 percent of Thailand’s total population.*”


“We’ve learnt that modern women, in particular digital moms, assume various roles and responsibilities, from managing their professional careers, taking care of their families to raising their children. As a result, they place great importance on efficient time management. Having to take on more responsibilities sometimes leaves them with little time to go shopping for household items themselves. A Quick Commerce service, such as GrabMart, has become a go-to solution, thanks to its ease of use, convenience and instant delivery, without having to wait until the next day. At the same time, modern women also seek a diverse range of products that cover the needs of the entire family as well as good value from deals and promotions,” added Chantsuda.


To attract the women segment, GrabMart is focusing on three core strategies this year:

  • Expand the number and variety of merchant partners and product lines to meet all the needs of modern women: This year, GrabMart plans to onboard more merchant partners in order to offer more options to users and increase the number of products, especially in the Fresh/Grocery and Health & Beauty categories, both of which experienced the highest growth in the previous year. Grab has recently partnered with two leading retail brands, Big C and Gourmet Market, who are leaders in the Fresh/Grocery category. The Superapp will also explore new partnerships with multi-brand beauty stores in addition to 14 existing partners such as Boots, Beautrium, and Matsumoto Kiyoshi to provide a wider variety and fulfill the needs of female customers.


  • Deliver powerful communications with marketing campaigns that are driven by female insights: To capture the women segment, GrabMart starts off in the first quarter by launching its latest marketing campaign, “GrabMart Krob Mak Mae”, to be unveiled on the International Women’s Day. Leading the campaign is the online film commercial, starring female R&B singer Lydia Sarunrat as a representative of modern moms, fashionistas and lifestyle enthusiasts, and co-starring her daughter, Demi. The story revolves around the insights of today’s women who take on various responsibilities, yet are able to manage all the tasks at hand with GrabMart service. The campaign will also be amplified through online media and influencer marketing.


  • Offer valuable deals for modern women who value smart choices: In addition to the wide variety of products and fast delivery, deals and service fees that are cost-effective are among the top priorities for modern women. GrabMart, therefore, aims to offer special deals and promotions throughout the year with the signature “Triple Discounts,” consisting of up to 80 percent discount from merchants, on-top promo codes of up to 50 percent discount, and all-year free delivery promotions with Grab Unlimited Package. Additionally, Grab is partnering with merchant-partners such as Boots and Tops on the “Wheel of Fortune” consumer-engagement activity to offer users a chance to win exclusive prizes, specially selected for modern women and moms.


“We hope that, with our consistent efforts on the development of technology and service quality, the expansion of product extensiveness and variety, and powerful marketing campaigns and promotions, GrabMart will continue to win the hearts of users and become one of the top-of-mind choices for modern women, as well as reinforce Grab as the leading Superapp for today’s needs,” concluded Ms. Chantsuda.


* Thailand Demographics Profile from Index mundi


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