Grab has announced a new partnership with Jaya Grocer, the leading mass-premium supermarket chain in Malaysia. This collaboration enables fast-moving consumer goods (FMCG) brands sold at Jaya Grocer to utilize GrabAds, Grab’s advertising division, for a comprehensive omnichannel advertising solution.
This partnership marks the complete integration of GrabMart’s online services with the offline presence of Jaya Grocer, which includes 50 physical stores throughout Malaysia. The initiative aims to increase visibility, boost sales, and enhance brand building for FMCG brands through an online-to-offline (O2O) strategy, thereby delivering substantial value to those retailing under Jaya Grocer.
One notable success story is The Laughing Cow cheese brand, which attributed the majority of its offline sales at Jaya Grocer to an online awareness campaign run through GrabAds.
Since 2021, Grab and Jaya Grocer have collaborated to offer on-demand grocery delivery across Malaysia. In 2022, they introduced GrabPay and GrabRewards in all Jaya Grocer stores, integrating Jaya Grocer’s loyalty program with the Grab platform in 2023. This expanding partnership now includes GrabAds, enhancing benefits for FMCG brands within the Grab ecosystem.
Dave Yang, regional head of sales and GTM at GrabAds, highlighted the importance of omnichannel strategies, stating, “As consumers make purchases in stores while maintaining online shopping habits, it is imperative for brands to consider the entire omnichannel consumer journey when closing the loop from awareness to purchase.”
He further explained the advantages of retail media networks like GrabAds, which facilitate seamless O2O advertising campaigns, covering everything from online search ads to offline fleet wraps. “We are only strengthening our O2O capabilities with the integration of Jaya Grocer. GrabAds looks forward to working with more FMCG brands on innovative O2O campaigns.”
Daniel Teng, deputy chief executive officer at Jaya Grocer, also expressed enthusiasm about the ongoing collaboration, noting, “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 business in Malaysia.”
