KUALA LUMPUR, 30 April 2020 - Ramadan is one of the most important time of the year for Malaysians, with 60% observing by fasting daily, reconnecting with friends and family, giving to charity and shopping for loved ones[1], according to a recent Facebook study that explores how people’s daily routines change during the season, the impact this has on buying behaviour and the opportunity it presents for brands.
Amid the global COVID-19 pandemic, Malaysians are celebrating Ramadan differently this year. With increasing choice available at our fingertips, Ramadan observers are connecting in meaningful ways with people and brands through social media[2], especially at a time when social distancing rules are in effect.
On average, half of Ramadan observers across the world plan their purchases at least three weeks in advance[3], with 93% of Malaysians sharing it with friends and family through messaging apps. During Ramadan, good deals are the most desired type of content people want to see globally, with 45% of those surveyed searching for information on deals and sales on Facebook.
Malaysia’s online spenders seek inspiration, openness to new brands and comparison shopping. Discovery becomes essential as 72% of respondents said they do not know what they want to purchase or where to get them before they shop online. The study finds that 58% of Malaysians are learning about new products and brands via social platforms, while 86% of people compare products online before making a purchase.
Multi-screening continues to dominate with 82% of Malaysians using messaging and social media platforms on mobile while watching TV during Ramadan. Consumer consumption is no longer linear and brands need to ensure that their communications are evolving to adapt to mobile-first customers[4].
“While health concerns are the top priority, we know people have real worries about what this will mean for their businesses and their jobs, regardless of the size of their business. We’ll continue to listen, understand and support businesses navigate this challenging time,” said Nicole Tan, Country Director of Facebook Malaysia.
Based on a recent guide developed by Facebook to help businesses to rethink their strategies, consumers are looking for safety and assurance from trusted brands during this time. In Malaysia alone, 65% of consumers expect products and services that prioritize health and wellbeing first. This means that for brands to reach their goals, they need to evolve their messaging, content and communications to reflect meaningful and relevant information to address both the consumer and cultural needs at this sensitive time.
Despite in the shift in day-to-day routines, many globally are still carrying out responsibilities observed during Ramadan with 66% of respondents on Facebook and Instagram cooking iftar and sahur, 62% are engaging in charitable giving, 44% are upholding household duties and 31% are tasked with buying new clothes and gifts for the family respectively. With this, it’s helpful that businesses provide information on these types of activities through social media platforms like Facebook to enable customers to make informed decisions about their purchase decision.
The key is to be on the frontlines of communication with your customers. Address concerns through a special notice on the brand website or through social media channels and emails. Additionally, provide timely support and alternatives to customers in a climate where many businesses across the world are seeing disrupted supply chains, leading to late deliveries or cancellations. Prepare for this through online tools or by posting a list of responses for questions that customers are likely to ask, and provide as much detail and reassurance as possible in responses.
Laman Segar Resources, a fresh seafood business is one of the many examples of how small businesses can pivot and sustain during uncertain times. With learnings from KBS-MDEC’s eUsahawan Young Heroes Programme, Puan Siti Zubaidah was able to polish her digital and marketing skills. In partnership with Facebook, the programme aimed to help empower SMEs with digital entrepreneurship knowledge and skills. “I am glad that I am already leveraging social media platforms in running my business, that I see less impact during times of health crisis. I continue to be able to stay connected with my existing customers as well as reaching new customers where online shopping and buying is becoming more relevant to most Malaysians”.
She also shared, “Through the support and learnings from both MDEC’s eUsahawan programme and the usage of Facebook training programmes such as Facebook Blueprint, I am more confident on how to navigate a sustainable business growth while keeping it intact; and maintain business continuity after this pandemic as well”. Siti was one of the outstanding entrepreneurs recognised at the #YoungHeroesSummit2019 for her quick digital business adoption that has seen an increase in sales of 282% for Laman Segar.
Nicole also added, “We’re seeing communities come together across our platforms to support each other and this is really about people using technology to maintain some sense of normalcy when everything is disrupted, and finding ways to support each other when they can’t be physically together. As more people around the world are practicing social distancing, we hope Facebook can continue to help people stay connected and still contribute to good causes while physically apart.”
Women of Will (WoW), a non-profit organization dedicated to helping socially and economically disadvantaged women towards financial sustainability, is also pivoting during this time by leveraging social media platforms like Facebook to help the community digitalise their businesses. WoW came up with the idea to launch their very own virtual WoW Ramadan Markets in three locations including Lembah Subang, Cheras and Ulu Kelang, allowing people to place orders for home-cooked meals via WhatsApp and Messenger. Committee member of Women of Will Susheela Sabaratnam shared, “We understand the challenges that our women entrepreneurs are facing due to COVID-19 as many have lost their source of income. Social media apps like Facebook and WhatsApp have allowed us to continue supporting our digitally trained entrepreneurs, sustaining B40 mothers and their families this Ramadan. We provide training on best practices for food delivery, packaging and maintaining hygiene and safety standards. This is in addition to Facebook training programmes like Facebook Blueprint to equip our women entrepreneurs with digital marketing skills to promote their efforts online”.
With many businesses working to navigate through the unexpected challenges caused by the pandemic, Facebook continues to support local businesses and help them navigate through challenges and prepare for recovery. We believe when businesses succeed, communities thrive.
