Grab and Coca-Cola have entered into a regional partnership that will allow merchants under both entities to unlock growth opportunities in the digital consumer market. This is to be done by integrating Grab’s large online network with Coca-Cola’s extensive offline retail presence.

In a joint statement, Grab shared that this partnership will involve six Southeast Asian markets, namely Malaysia, Singapore, Indonesia, Thailand, Vietnam, and the Philippines. Within Malaysia specifically, the collaboration will take the form of three key pillars of effort:

Strategic pillars	Details
Coca-Cola retailers on GrabFood and GrabMart	– Coca-Cola retailers and distributors to set up digital storefronts on GrabFood and GrabMart so that they can market and sell to Grab’s digital consumer base – Interested Grab merchants can become Coca-Cola distributors to expand their offerings and increase sales opportunities
Coca-Cola customer engagement through GrabAds	– Coca-Cola will be enabled to connect and engage with consumers to and drive sales to merchant partners through GrabAds – GrabAds may include offline advertising on Grab fleet, online advertising in Grab app, gamification, and product sampling
Digital skilling and consumer convenience	– Both companies to offer digital literacy and e-commerce training for merchants (especially underserved businesses) to upskill and optimise business for growth – Coca-Cola to use Grab’s network to drive trials of selected beverages (such as zero-sugar drinks) so that consumers can choose beverages that they prefer

The regional head of merchant at Grab, Saad Ahmed said that this partnership between Grab and Coca-Cola reflects both companies’ shared commitment at supporting merchants to grow their businesses through digitalisation and financial services. “By enabling them to capture new and unmet consumer demand, we enable them to provide better services to our users. This, in turn, strengthens brand love for Grab and Coca-Cola,” he said.

Meanwhile, the head of O2O (offline to online) for Coca-Cola (ASEAN and APAC), Sam Way commented that this collaboration will enable the brand to build new consumer connections and offer even more convenience to digital consumers. “This new multi-market partnership extends our online reach and enables us to stay ahead of changing shopper trends as we drive customer value and growth through digital enablement,” he further remarked.

(Source: Grab)

• TAGS:
• Coca-Cola
• Grab
• GrabAds
• GrabFood
• GrabMart
• Saad Ahmed
• Sam Way