Grab and its smart steps, If the “Thanh Xuan’s Greatest Hits” music night is an event to bring young people back to youth, then with Grab, it is a smart step to show the power of its super-application ecosystem.
Rarely does an application in Vietnam have a comprehensive multi-service ecosystem that meets daily life as comprehensively as the Grab app. And the recent music – cuisine event “Thanh Xuan’s Greatest Hits” demonstrates the brand’s clever steps in gradually expanding its ecosystem and taking advantage of its available services.
Grab and its smart steps – From the ace cards
Fortune newspaper once commented: “The success of super-applications in crowded markets has become a source of inspiration and financial support for startups in Southeast Asia. In this region, the super-app model is growing faster than anywhere else in the world. In particular, Grab is one of the names that express the ambition to win here most clearly.
When the super-app market is booming, customers’ demand for everyday essential services becomes harder to meet. Not only need to provide diverse services, other needs of users in terms of quality, price incentives, seamless operation, saving time and effort … also need super application “take care of” in a carefully way.
Grab is one of the names that shows the ambition to win the battle to become a super-app.
Grab first mentioned its ambition to become a “super-app” in mid-2018. At that time, Grab’s ecosystem had all the elements needed to realize its ambition.
Derived from the ride-hailing service, Grab has introduced a number of moving services in recent years to form a network of driver partners across 43 provinces and cities across Vietnam. Up to now, this brand has a 2-wheel ride booking service like GrabBike; 4 wheels like GrabCar, GrabTaxi, JustGrab … This shows that, when you need to go, users just need to open the Grab app to have a series of options suitable to their time and cost.
This extensive network of driver partners is utilized by Grab to open GrabExpress freight forwarding and food delivery services GrabFood. In 2018, Grab launched the Moca e-wallet on the Grab app through a strategic cooperation with Moca. As a result, when opening the Grab app, users can transfer money in the wallet to each other, pay bills, pay in stores, recharge phones …
All services take place on an app called Grab. Not to mention, each transaction earns GrabRewards points, which are then redeemed for other offers exclusive to Grab customers.
Grab focuses on customer experience, bringing a smart approach, hitting the user psychology.
With all of the above, it can be seen that the seamlessness in the experience is carefully calculated by Grab, helping customers use more and more convenience and incentives. The services are complementary and linked to each other, allowing users to manipulate only one application to make payments.
Go to music – cuisine events to apply fully Grab ecosystem
The way Grab takes care of the user experience is shown clearly in the recent music and food event “Thanh Xuan’s Greatest Hits”. This is Grab and its smart steps.
Specifically, “Thanh Xuan’s Greatest Hits” takes the theme of “Youth” – one of the most popular youth trends over the past time – as the overall spirit for the activities throughout the program. In particular, the concert night with the presence of many legendary names in Vietnamese music industry such as Pham Quynh Anh, Ung Hoang Phuc, MTV, Dong Nhi, Bao Thy …, expressed Grab’s attention when re-appearing. The musical repertoire is associated with the youth of many 8X, 9X in particular, as well as satisfy the uplifting emotions of music lovers in general.
Music – Food event “Thanh Xuan’s Greatest Hits” is a smart step of Grab in the journey to become a super-app. Photo: Quynh Danh.
To participate in the program, audiences choose to buy tickets on the Grab app and pay via Moca e-wallet on this app. The ticket is not only the thing that you show on the gate to get into the event, but it also offers 2 preferential codes using Grab’s travel service and a promotional code of 50,000 VND when ordering GrabFood. With all of the above incentives, the overall picture of an ecosystem brings convenience for users encapsulated in a music – food event.
At the event, participants can enjoy a variety of dishes from their favorite restaurant and diner partners on GrabFood platform, then pay through 2 forms: Moca e-wallet on Grab or cash application. At the same time, after each transaction, users can earn points on GrabRewards – one of the smart user retention methods.
With a promotion code of VND 50,000 when ordering GrabFood with the ticket, if you want to enjoy other foods outside the program, you just need to choose your favorite store, familiar dishes and apply the offer. Grab will take care of other things for you.
The music-food event “Thanh Xuan’s Greatest Hits” is a picture of the whole ecosystem bringing convenience to Grab users. Photo: Quynh Danh.
Obviously, owning a diverse and strict quality ecosystem is helping Grab to dominate the super-app race. In addition, in an effort to bring customers exactly what they need, Grab is increasingly asserting its leading position in the role of super-multi-service applications.
Giang Ngan Nhi
* Source: Zing News