Goodday Milk has collaborated with navigation app Waze to create a safer shopping experience for Malaysians by identifying less crowded hypermarket and supermarket outlets, utilising the app's historical navigation data. Waze will serve suggestions for lower traffic outlets when drivers search for specific location destinations using keywords such as "groceries", "hypermarket" or "supermarket".
Drivers using Waze will also see suggestions when passing by or driving to these lower traffic outlets indicated by a Goodday Milk logo pin. The app is also able to identify stores that are seeing less traffic, within the set radius around consumer’s current locations, guiding them to lower traffic hypermarket or supermarket stores. According to Goodday Milk, giving suggestions for hypermarket and supermarket outlets that have lower traffic makes it more feasible for netizens to adapt to social distancing regulations.
While Goodday Milk's spokesperson declined to reveal the monetary amount of the partnership, he said that it is an exclusive partnership which will last for approximately two months. According to the spokesperson, the company will focus on digital communications to educate users on how the app can help them shop safer, in addition to being relevant, especially for the digital savvy and mobile-based users.
"Our partnership with Waze seemed like a perfect match as it is literally an app that is used on a daily basis and milk is literally an essential product that is purchased on a daily basis too. In light of the current scenario, Goodday Milk was able to utilise technology to bridge this gap and continue to champion safety amongst Malaysians," the spokesperson added.
Santharuban T. Sundaram, senior vice president of marketing and alternate business from Etika, said everyone is all learning to adapt to the new normal as this comes with its own set of challenges, especially as consumers try to work their day around social distancing regulations. However, this is a much-needed measure to minimize risk exposure to the ongoing pandemic, he added.
"As always, we at Goodday Milk want to provide our consumers with a tool to make their everyday activities easier. Our partnership with Waze could not have come at a better time as this collaboration helps us to meet our objective of truly ensuring that our consumers are having a good day,” Sundaram said.
Meanwhile, Waze Malaysia's country manager, Kelvin Sim, said it is proud to partner with Goodday Milk to help give drivers a more pleasant shopping experience and the smoothest drive possible as they go about their daily journeys. Sim joined the team in October 2018 from Society.
Since the implementation of the Movement Control Order, Goodday Milk has aimed to keep consumers entertained and engaged as well as highlighted the importance of maintaining good habits. Some of these initiatives included a Tamil at-home live concert, a virtual moreh session during Ramadan and the launch of a WebAR based initiative that brought celebrities to life in the homes of consumers during Hari Raya, advocating for consumers to stay safe.
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