Aeon Malaysia department store and delivery service Honestbee have signed a memorandum of understanding to form a business alliance.

The aim is to develop services to match rapidly changing customer demands, and stems from the growing trend of online buying.

Aeon Malaysia MD Shinobu Washizawa says the company wants to combine its strengths with Honestbee’s expertise to digitalise its customer offering as it moves toward an omni-channel approach.

As the pilot project of the alliance, Aeon Mid Valley will initiate Honestbee’s personal shopper service. Customers within a 17km radius of the store will be offered a one-hour delivery service for grocery purchases.

“At Honestbee, our expertise lies in ensuring our customers receive their purchases almost as soon as they have put in their order,” says Honestbee Malaysia GM Marianne Chuo.