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User Journey and Proposal for Integrating Badge with Grab

User Journey

Onboarding:

Users download the Grab app and are introduced to the integrated Badge wallet pass functionality through a welcome tutorial.

For users without the Grab app, Badge offers basic wallet pass functionality to entice app downloads.

Daily Engagement:

Users receive digital loyalty cards in their mobile wallets, providing easy access to rewards and statuses for all Grab services.

Personalized, time-sensitive offers are delivered directly to users’ mobile wallets, increasing app engagement.

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Location-Based Interactions:

Geofencing triggers notifications about nearby offers or promotions, prompting users to engage with Grab services.

Example: Dine Out Pay via Grab App

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Enhanced User Experience:

Dynamic wallet passes highlight new services or promotions, encouraging users to explore more of what Grab offers.

Deep links within wallet passes direct users to specific sections of the Grab app for detailed information or actions.

Cross-Service Promotion:

Wallet passes showcase Grab's various services, encouraging users to try services they haven't previously used.

Automated prompts add loyalty passes to wallets when users use GrabPay, driving further app interactions.

Offline-to-Online Conversion:

Physical interactions, such as paying with GrabPay, prompt digital follow-ups through wallet passes, driving users back to the app.

Summary

Integrating Badge's mobile wallet solution with Grab's ecosystem offers a strategic enhancement to user engagement and service usage. The integration facilitates personalized interactions, dynamic offers, and seamless user experiences while maintaining brand identity and keeping interactions within the Grab ecosystem. This approach leverages the strengths of Badge's technology to drive increased loyalty and revenue.

Proposal

Integration Strategy:

Implement Badge's technology as a white-labeled solution to maintain Grab's brand identity.

Integrate Badge with existing systems, like the Sunmi V2 POS, to streamline customer interactions and digital receipt handling.

Merchant and Partner Tools:

Extend Badge's campaign management tools to Grab's merchant partners as part of the GrabMerchant app, creating additional value and revenue streams.

Charge merchants on a tiered basis for access to advanced marketing tools.

Enhanced User Engagement:

Utilize dynamic wallet passes for cross-promotion and personalized user experiences.

Enable geofencing for location-based notifications to enhance engagement.

Addressing Potential Objections:

Ensure data control by integrating Badge within the existing Grab infrastructure.

Minimize disruption by seamlessly integrating Badge's functionality with the Sunmi V2 POS system.

By implementing these strategies, Grab can enhance its super-app capabilities, create new revenue opportunities, and provide added value to both users and business partners, ensuring sustained market leadership in Southeast Asia.

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