PROMOTING CASHLESS TRANSACTION IN THE F&B SECTOR THROUGH BEHAVIOURAL INSIGHTS

PETALING JAYA, Sept 1 (Bernama) -- The Malaysia Productivity Corporation (MPC) introduces Behavioural Insights (BI) as an approach to promote productivity through digitalisation in its effort to increase adoption of cashless transaction in the F&B sector. BI is a cost-effective tool that can minimise or eliminate the gaps by addressing issues on attitudes and values among target groups and improve the overall productivity.
 
The strategy by MPC in using Behavioural Insights in promoting cashless transaction is in line with the National E-Commerce Strategic Roadmap (NESR) 2.0 in increasing the adoption of e-commerce among the micro small and medium enterprises (MSMEs).
 
Behavioural interventions are introduced to nudge behaviour and thus increase the adoption of cashless transactions. In a study conducted by MPC, interventions in the form of text message or e-poster demonstrates effectiveness of BI in promoting cashless transaction in the F&B sector.
 
MPC and Malaysia Digital Economy Corp (MDEC) are collaborating on a series of webinar in August this year which is expected to benefit about 10,000 businesses, especially those adopting e-commerce and e-payment.
 
According to MPC Director-General Dato’ Abdul Latif Haji Abu Seman, “We are targeting 10,000 businesses to benefit from a series of webinar in collaboration with key e-commerce players such as Touch N’ Go, Boost, Beep and others starting from Aug 12”.
 
The collaborative effort between MPC and MDEC will help businesses in the onboarding on e-commerce platforms with the aim to optimise their operations and improve customer experience.
 
Going forward, MPC will continue to collaborate with relevant ministries, agencies and industry players to promote and encourage the adoption of cashless transaction in the F&B sector, in accordance with the mandate under MyDigital to accelerate eCommerce onboarding programme for offline food and beverages businesses. This initiative will inevitably boost productivity and economic competitiveness of the businesses.
 
Behavioural Insights as defined by OECD is “an inductive approach to policy making that combines insights from psychology, cognitive science, and social science with empirically-tested results to discover how humans actually make choices”.
 
About Malaysia Productivity Corporation (MPC)
Malaysia Productivity Corporation (MPC) is a statutory body under the Ministry of International Trade and Industry (MITI). MPC promotes productivity, quality, and competitiveness to the industries and organisations in Malaysia. MPC's vision is to be the leading organisation in productivity enhancement for global competitiveness and innovation.

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