Always Marketing (M) Sdn Bhd, under the leadership of Managing Director Patrick Goh, has evolved from a small agency offering basic promoter services into one of Malaysia's leading field marketing firms.

However, the journey towards that success has not always been easy. When Goh joined Always Marketing in 2015, the company was primarily focused on providing ad hoc promoter services, with a significant portion of the business centred around a single client, Nestlé. The processes were largely manual, relying on paper reports, Excel sheets, and a great deal of human labour.

Facing these challenges, Goh saw an opportunity to improve operations and decided to prioritise digitalisation as the company’s first major initiative.

"At that time, digitalisation wasn’t widely understood, but I knew it was the key to improving our internal processes and meeting the increasing demands of clients," Goh said in a recent interview.

He said the first major milestone was implementing a digital solution to manage the deployment of promoters, track their attendance, and ensure payments were processed efficiently. By digitising this aspect of the business, Always Marketing provided transparency, reduced the time spent on manual tasks, and improved operational efficiency.

One of the company’s first significant digital initiatives was the development of RetailAIM, a software built to streamline the management of retail operations. RetailAIM revolutionised the way Always Marketing handled ad hoc promoters by offering real-time updates on promoter deployment and payroll management via a mobile app.

"The app allows promoters to track their payment status and project hours, creating trust and clarity. To do this, we set up our own in-house ISIT team to develop the system. Currently, we have 20 software engineers to help ensure our system continues to perform," said Goh.

Digitalisation: The Key to Growth and Efficiency
As Always Marketing digitalised its core operations, Goh expanded the company’s service offerings. What began as a promoter service business in 2015 soon blossomed into a comprehensive field marketing services agency. By 2017, Always Marketing had launched new divisions, including merchandising services, roadshows, events, and recruitment and payroll solutions. The company’s largest revenue driver now comes from merchandising, followed by promoter services, with recruitment and payroll also contributing significantly to the bottom line.

Goh highlighted a landmark achievement that came in 2019, when the team secured a major merchandising contract with Unilever. This success highlighted the company’s ability to scale and manage large retail operations, and it quickly expanded these services to other clients.

He also said that RetailAIM, Always Marketing’s flagship solution, continues to evolve and is now one of the company’s defining features.

“We recently received a patent from the intellectual property office that our RetailAIM solution is patented for 20 years. We are not a software company but yet we received a patent for our digital solutions. I’m very proud of that,” said Goh.

Initially launched in 2017, RetailAIM allowing clients to receive real-time insights into product availability, in-store activities, and consumer engagement. The software integrates seamlessly with order-to-cash ERP systems and inventory management platforms, delivering up-to-the-minute data on product stock levels, sales performance, and more.  In 2021, RetailAIM has been further enhanced with machine learning and image recognition technologies.

“RetailAIM’s capabilities extend beyond simple data collection. For example, the platform uses machine learning to assess whether products on shelves meet the brand’s standards. Sales merchandisers can receive immediate feedback, ensuring that the brand’s presence remains consistent and that products are optimally displayed,” said Goh.

He added that RetailAIM has also been used to manage product returns, tracking issues in real time. With automated updates, both the warehouse and retail operation teams can monitor market return status, improving efficiency and reducing errors. Client at the same time is able to view the overall return progress in the BI dashboard.

Expanding the Horizon: New Projects and Social Responsibility
The company’s digital transformation is ongoing, with new projects like R2Home and R2Trade pushing the boundaries of what’s possible in retail marketing. R2Home, for instance, allows promoters to create social media groups where they can generate sales by showcasing products at the retail store directly to consumers. This platform enables promoters to earn additional income by promoting the products they’re already working with, providing a win-win situation for both promoters and retailers.

R2Trade, on the other hand, aims to help small retailers, particularly in rural areas, embrace digitalisation. Through this platform, retailers can receive merchandising support and place orders directly with suppliers, ensuring that their businesses stay competitive in an increasingly digital world.

Always Marketing is also committed to corporate social responsibility (CSR). Despite the challenges posed by the COVID pandemic, the company continued to support local communities, including organising charity events and offering support to less fortunate groups. Goh is particularly proud of the company’s efforts to hire less fortunate workers and provide opportunities for those in need.

Recognising Success and Looking Ahead
Always Marketing’s dedication to innovation and digitalisation has earned it numerous accolades. The company won multiple awards, including the Golden Bull Awards for digital transformation and recognition as one of Malaysia’s fastest-growing marketing agencies. In 2024, the company won the Distinguished Bull Award.

Looking forward, Goh is focused on continuing to refine RetailAIM and expanding Always Marketing’s reach, both locally and regionally. He believes that digitalisation is key to staying competitive, but he also stresses that it’s not just about technology—it’s about understanding processes and empowering employees.

“Innovation is about improving processes and developing your team. It's not just about adding value to their work, but also helping them grow personally,” he says.

For more information about Always Marketing, you can visit Always Marketing’s official website and Facebook page.