As we step into a new year, Grab is gearing up to drive its business forward with a clear vision – “Lead with Purpose” – through its 5-part “S.M.A.R.T” strategy. This approach aims to create sustainability in every dimension, be it business, society, or the environment. The company plans to expand its services to reach every generation, including foreign tourists, offer affordable options, retain its customer base and partner network, and innovate through technology to meet the evolving needs of its users.
At the heart of Grab’s strategy are five key pathways under the “S.M.A.R.T” framework, designed to propel the company towards its goals. These include:
S: Sustainability
One of the core initiatives under this pathway is the “Grab EV” project, which encourages drivers to switch to electric vehicles (EVs) to reduce environmental impact. Already, over 10,000 EVs are in use, complemented by the “Carbon Offset” project. This allows users to contribute funds through a dedicated feature, which are then used to purchase carbon credits and support reforestation efforts. Grab has also launched “Grab Go Green,” a campaign that promotes ordering food at discounted prices before restaurants close, helping to reduce food waste.
M: Market Expansion
To expand its market reach, Grab has introduced the “Family Account” feature, targeting Baby Boomers and Gen Alpha through its core user base. This feature allows primary users to book rides for family members, including seniors and young children.
A: Affordability
Grab is enhancing its affordability by expanding services like GrabCar SAVER and GrabBike SAVER nationwide. It has also launched the “GrabFood Mega Sale” campaign, offering discounts of up to 80% and free delivery across the country.
R: Retention
The company is focusing on retention through the development of GrabVIP, a premium program for high-spending users (over 30,000 baht in three months). Benefits include priority delivery and support. Drivers who consistently provide quality service are also rewarded with benefits like free motorcycle insurance, reduced interest rates on cash loans for GrabBike drivers, and free health insurance for GrabCar drivers and their families. Furthermore, Grab has designed a “Partner Protection” insurance for its merchant partners, providing up to 5 million baht in protection against unforeseen business disruptions.
T: Tech & Innovation
Grab has been at the forefront of innovation, introducing new features such as Advance Booking for Airport Pickups, allowing users to book rides in advance and specify flight details for smoother pickups. This service is currently being tested at Phuket Airport. Other features include GrabExecutive for premium, pre-booked rides targeting business travelers and high-end clients, Book Table for restaurant reservations, and the development of QR Payment to enhance payment options for users, addressing the issue of drivers often having insufficient change. These innovations underscore Grab’s commitment to using technology to improve user experience and cater to diverse needs.