Ride-hailing, delivery apps battle for customer's wallet in Vietnam
Ride-hailing, delivery apps battle for customer's wallet in Vietnam
Ride-hailing and delivery apps in Vietnam, such as Grab, Be, and Xanh SM, continue to compete for subscribers amid rising costs.
Many ride-hailing and delivery apps have been competing to offer membership plans that attract customers. Photo: Q. Dinh / Tuoi Tre |
These platforms are creating innovative consumer trends to help users save significantly.
Popular packages like GrabUnlimited, BeLoyal, and Xanh SM's offerings are gaining considerable attention, with low-cost subscription plans emerging as a valuable tool.
Many office workers share tips on maximizing these memberships and the promotional codes that lead to additional savings.
The pricing of these membership plans is quite reasonable, ranging from VND25,000 ($1) to VND49,000 ($2) a month.
Benefits include discounts of VND15,000 ($0.6) for each delivery order and a 10-percent discount on rides.
Successful case studies include the Be app, which has attracted a large Gen Z customer base through its BeRewards program, allowing users to earn points from rides that can be exchanged for promo codes.
A notable package is the 'BeBike tha ga di chuyen' (Enjoy unlimited rides with BeBike) for VND39,000 ($1.6), which offers a 25-percent discount on up to 99 rides.
The 'Eat your fill and do not worry about delivery fees' meal package costs VND49,000 and provides a discount of VND15,000 on orders over VND100,000 ($4).
Ngoc Lan, an office worker in Ho Chi Minh City who previously spent around VND2.8 million ($115) monthly on transportation and food delivery, has seen significant savings after subscribing to a membership plan costing VND49,000.
Her commuting costs dropped from VND100,000 daily to VND90,000 ($3.7), leading to a monthly transportation expense reduction to VND1.98 million ($81) from VND2.2 million ($90).
Her food delivery costs decreased to VND600,000 ($24.5) from VND1 million ($41), resulting in total monthly savings exceeding VND700,000 ($29).
"I’m taking full advantage of the discounted membership while developing better spending habits," Lan said.
GrabUnlimited is also competitive with promotions across its GrabCar, GrabBike, GrabFood, and GrabMart services to encourage frequent use.
Meanwhile, Xanh SM differentiates itself by focusing on sustainability with its electric taxi service.
Its membership packages, particularly the postpaid taxi cards for businesses, help customers manage transportation costs effectively.
Apps like Grab and Be help users easily find meals at lower prices due to promo codes.
For example, a box of fried chicken rice priced at VND52,000 ($2.1) can be purchased for only VND40,000 ($1.6) with a membership plan.
Engagement strategies
The competition among Grab, Be, and Xanh SM for customer loyalty is intense and each platform continues introducing new features and attractive promotions.
According to Nguyen Hanh Linh, director of Grab Mobility in Vietnam, the firm's family account feature is an innovative solution for effective expense management while connecting family members through shared benefits.
The feature allows multiple members to share payment methods and manage travel routes collectively.
Nguyen Ngoc Luan, CEO of Global Trade Links Company Limited and founder of the Meet More Coffee beverage company, highlighted that during times of rising prices, optimizing living expenses is crucial in retaining young clients.
The membership packages offered by these apps not only provide savings but also enhance user experiences, while fostering innovation and delivering numerous benefits to consumers.
All three of the apps are contributing to the development of a smart spending ecosystem that encompasses transportation, shopping, and food delivery, with Luan anticipating that this trend will continue to grow as a popular financial solution.
Expanding membership options
In response to competitive pressures, even conventional taxi companies like Vinasun are adapting by launching membership cards linked with banks that offer discounts ranging from two percent to 17 percent.
These cards cater not merely to individuals but also to businesses looking to manage travel expenses more effectively.
Airlines are not being left behind as they begin to roll out membership packages relying on frequent flyer miles or flight counts versus participation fees.
Vietnam Airlines runs the Lotusmiles program with tiers based on accumulated miles -- from Classic (free) to Silver, Gold, and Platinum levels -- allowing customers to purchase miles at approximately VND550,000 ($22.5) per 1,000 miles accumulated quickly.
Vietjet has introduced the free SkyJoy program where customers can earn points from ticket purchases or spending that can be redeemed for flight tickets or gifts.
Similarly, Bamboo Airways offers the Bamboo Club package with perks such as additional baggage allowances and access to VIP lounges for top-tier members who meet mileage requirements.
