72% of Indonesians rely on online delivery services during Eid

GrabAds, advertising platform from Grab, super app from Southeast Asia, has just released its Eid report, which highlights the increase in consumer spending patterns in Indonesia during Ramadan. Based on the report, 84% of respondents plan to increase their spending during Ramadan, especially for food, fashion and health needs.

Eid report from Grab It also provides information regarding Indonesian consumers' spending plans during the month of Ramadan, which can help businesses and small businesses to reach consumers effectively during this festive period.

“As Ramadan approaches, we see an increase in shopping and consumption patterns. This provides an opportunity for business people to reach the right audience effectively online. By planning a strategic campaign at the start of Ramadan, business people can seize business opportunities by carrying out various interactions that are interesting and feel personal. "This approach can not only attract consumer attention, but can also build sustainable relationships with both old and new consumers," said Melinda Savitri, Country Marketing Head, Grab Indonesia & OVO.

Some of the key findings for brands to note in the report include:

1. Take advantage of the increase in digital activity during Ramadan.

As many as 84% ​​of Indonesians are preparing to increase their digital activities during Ramadan, of which 72% plan to rely on services Grab to use food delivery services and payment transactions. This trend shows the importance of strategy omnichannel, with 61% of respondents favoring a mix of shopping online and also shopping in stores in the same period. In addition, 68% of respondents also said that they were willing to try new brands – this is a great opportunity for businesses to offer their products and attract loyal customers during the month of Ramadan.

2. Present food and parcels for family gatherings.

This report shows that 82% of respondents will break their fast with loved ones during Ramadan. 86% of respondents are willing to shop for quality goods for their family at home. For this reason, business owners can meet the needs of family gatherings with family portion menus and offering additional options such as drinks and desserts. Additionally, data from Grab shows an increase of 19% in parcel deliveries ahead of Eid. This provides an opportunity for brand to offer parcel or gift box options that make it easier for consumers to send gifts to their loved ones in this month full of joy.

3. Maximize the increase in the use of transportation delivery online on the program at the beginning of Ramadan.

According to the survey, 79% of users Grab, including those who own vehicles, prefer Grab for comfort during special moments, which caused a 19% increase in the number of weekly passengers compared to before Ramadan. This trend peaks in the weeks leading up to Eid, with trips to the airport continuing to increase from the third week onwards. Apart from that, the tradition of going home for family gatherings makes travel routes busier. By knowing this habitual pattern, brand has the opportunity to attract the attention of users early. One way is to place advertisements inside or by “wrapping” the car (car wrap) for 1 to 3 months before Ramadan, so that brand can improve awareness and get loyal customers even before the holidays arrive.

GrabAds empower brand, marketers, and business people, including small and medium scale businesses to run promotions with big impact through the superapp ecosystem, Grab. We offer advertising services that can be managed independently by brands through an advertising creation instrument. Business partners can choose their own ad banners and keywords for their search ads, as well as track ad performance online real-time.

Grab sees a big opportunity for brands to take advantage of the surge in demand during Ramadan through their applications.  Grab understand the habits of consumers who prepare their needs well during Ramadan and make thorough preparations to welcome Eid al-Fitr. This also created a significant spike in orders during Eid Al-Fitr GrabFood and GrabMart. In GrabFood^[2] there is a gradual increase in orders during Ramadan and reaches its peak on Takbiran Night. Meanwhile on GrabMart^[3], there was the highest increase in orders at 03:00 at dawn during Ramadan compared to the period before Ramadan. This deep understanding is possible Grab optimize services GrabFood and GrabMart to ensure that both are always ready to meet the various needs of users during Ramadan.

“We are committed to helping business partners us, especially MSMEs, in planning their Ramadan promotions effectively. Therefore, we encourage them to take advantage of the information we can share through this report so they can grow loyalty brand, increase sales, and build an image brand  which is positive and sticks for consumers," added Melinda.