Growing GrabKios agents for people without bank accounts
Many Indonesians had no bank account and had never shopped online. GrabKios (formerly Kudo) reached them through small neighborhood shops acting as agents.
The problem
A customer pays cash at the shop, and the shop owner buys online for them: mobile credit, data, bill payments, flights, trains and game vouchers.
I joined as Product Marketing Manager reporting to the COO, then ran customer lifecycle for the agents.
What I did
- 01
Go to the field
I built the go-to-market plan from field research and buyer personas of shop owners.
- 02
Help agents sell
I led positioning, messaging and sales enablement for credit, data, bill payments and vouchers.
- 03
Bring agents back
I ran reactivation and loyalty campaigns in-app, by push, email, social and programmatic ads.
What happened
Monthly GMV grew 30%. The products I marketed brought in more than 80% of company revenue. The network grew to 100K+ agents in 500+ cities.
- People trust the shop on their street. That's how inclusion scales.
- If you help the agent, the end customer follows.