Grab Customer Management (CRM) lets you build relationships beyond individual orders. From your GrabMerchant App or Portal, you can:
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- Understand customers with automatic insights and segmentation
- Send targeted WhatsApp
- Attach exclusive promotions
- Track performance to drive repeat orders
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Who can use CRM
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- Available to Merchant Partners with an active Grab Loyalty Program
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Where to access
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- Merchant App: Tap Customers on the home screen (or More > Customers)
- Merchant Portal: Left menu > Customers
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How CRM works (at a glance)
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- Consent: Customers opt in when they join your loyalty program (online or in-store)
- Insights: Customers are automatically segmented by behavior
- Campaigns: Create targeted messages with optional promotions
- Delivery: Send via Gclub Loyalty (WhatsApp)
- Results: Track opens, clicks, orders, and revenue
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Understanding your customers
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- Segments are created for customers who have ordered from your store via GrabFood or in-store in the last 12 months:\n
- New: Customers who recently made their 1st order
- Frequent: Customers who make orders frequently
- Big Spenders: Customers who have the highest AOV
- Inactive/Churned: Customers who dined previously but have not dined recently
- You can discuss segment thresholds with your Account Manager
- Only customers who have given consent can be targeted
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Viewing insights and exporting data
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- Tap any segment for insights; use See metric details for deeper analytics
- Key metrics: segment size, distribution, order frequency, average order value
- Export CSV with filters for time period, segment, channel (Delivery/Dine Out), and consent status
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Create a campaign
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1. Target and schedule
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- Choose segment(s): New, Frequent, Big Spenders, Inactive, or All customers
- Set reach, launch date, and time (must be at least 2 hours from creation)
- If your target exceeds your message balance, top up before publishing
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Optional: Use all my balance to match the target to your available credits
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2. Add an optional promotion
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Channel: Delivery, Self Pick-Up, or Dine Out
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- Mechanics: % off or $ off
- Min order value (not applicable for Dine Out)
- Max discount (for % off)
- Expiry date
- Or send awareness-only messages (e.g., brand updates, new items, event invites)
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3. Design your message
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Optional image (max 2MB; .jpg, .png)
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- Message body (templates available; emojis supported)
- Use AI rewrite to refine your copy
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4. Review and launch
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Check segment/reach, promotion, and message
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- Agree to terms, then Save and Launch
- Campaign sends automatically at the scheduled time
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Message credits and top-ups
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- WhatsApp requires message credits
- View balance and transaction history on the CRM dashboard
- Top up with tiered packages; credits are valid for 3 months
- Payment is deducted from store earnings and split across active stores
- Finance tab entry appears as “CRM Package - [Date]”
- Notifications: low balance (<100) and credits expiring within 1 month
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Managing campaigns
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- Scheduled: View upcoming campaigns; cancel any time before launch
- Completed: View performance metrics
- Cancelled: Credits are refunded
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Tracking performance
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- Metrics: delivery and open/read, click-through rate (CTR), conversions (orders and conversion rate), revenue and ROI
- Read rates are provided by WhatsApp; note that customers may turn off read receipts
- Where: Manage Campaign > Completed Campaigns, then open any campaign
- Compare results across campaigns to learn and improve
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Customer experience (WhatsApp via Gclub Loyalty)
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- Messages sent from Gclub Loyalty account, prefixed with your brand name
- Format: image, message, promo details, and Call-to-Action (CTA)
- CTA opens store pages or collections in Grab app
- Customers manage notifications in WhatsApp settings
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Best practices
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- Smart segmentation: Tailor offers (e.g., win-back for Inactive, early access for Frequent)
- Timing: Morning for lunch/dinner deals; Weekend offers
- Message tips: Personal, short, strong CTA, limited emojis
- Frequency: Avoid fatigue—1–2 campaigns/week max
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Troubleshooting
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- Campaign didn’t send: Confirm credits and launch time; contact Support if error persists
- Low performance: Test stronger offers and timing
- Insufficient balance: Top up in Message Balance
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FAQs
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Who can receive CRM messages?
\nCustomers in your loyalty program who consented to marketing and have WhatsApp installed.
How much do messages cost?
\nVaries by package; see Message Balance for available tiers and rates.
Can I message online-only customers?
\nYes—CRM supports both online (Delivery) and offline (Dine Out) customers with consent.
CRM campaigns vs. loyalty offers?
\nLoyalty offers apply automatically at payment; CRM campaigns are messages you schedule with optional promos or announcements.
Can I schedule in advance?
\nYes. Choose a date/time at least 2 days ahead; messages send automatically.
What about unused credits?
\nCredits expire 3 months after purchase.
Can I edit a scheduled campaign?
\nNo. You can cancel it before launch and create a new one.
Can customers opt out?
\nYes, via WhatsApp notification settings for Gclub Loyalty or by leaving your loyalty program.
How often should I send it?
\nNew: send a welcome message; Frequent: up to 1–2/week; Inactive: every 2–4 weeks; avoid over‑messaging.
\nContact your Account Manager to enable CRM and send your first campaign.
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Note: Availability, pricing, and features may vary by merchant setup. Follow local privacy laws and Grab policies when using customer data.
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