On June 16, 2022 at Caravelle Saigon, the in-depth conference: BUILD AND MAINTAIN THE MASTER CHANNEL – @FMCG OUTLET organized by ByteTech and VietGuys took place enthusiastically, gathering nearly 100 attendees who are companies. Leading FMCG companies: Budweiser (AB InBev), Tan Hiep Phat, Heineken, Abbott…
FMCG Master Channel Concept
At the event, a completely new concept was introduced: “FMCG Master Channel”, which is created by 4 elements: Channel – Core – Warm – Discovery.
Mr. Lee Nguyen – CEO & Founder ByteTech – more than 14 years of experience in building technology systems for leading FMCG businesses in Vietnam had interesting sharings about the meaning and importance of each factor and the combination of them will create a true FMCG Master Channel:
- Channel: Technologies supporting the creation of interaction channels with sales points.
- Core: Operational systems and personnel for core activities: Ordering, customer care, delivery, warranty, etc.
- Warm: Activities that keep the interaction channel interesting (“warm the channel”).
- Discovery: Promoting the interaction channel to encourage participation from sales points
Real-World Case from Unilever
Speaker from Unilever, Mr. Nguyen Xuan Thao shared real-world stories that took place since 2018 about building an ordering and interaction channel with hundreds of thousands of sales points in Vietnam called: OderUNow – allowing grocery store owners to place wholesale orders directly from Unilever via an app.
Mr. Thao said that building a core system (Core) is not easy, especially the requirements for an infrastructure platform that allows non-fixed route deliveries, ensuring goods are delivered within 24 hours of ordering. In addition, implementing core systems also requires meticulous and market-aligned change management processes.
Mr. Thao also discussed the initial challenges in convincing sales points to install the application. It was the lockdown period during the pandemic that changed the habits of grocery store owners. From a few thousand app downloads in 2018, it has increased to tens of thousands of downloads since 2019, and hundreds of thousands post-Covid. At the same time, we must make the channels interesting with “Warm” activities, Mr. Thao said.
Channel Warm – It’s Time to “Warm Up” the Interaction Channel
Mr. Miller Nguyen – Business Director ByteTech and Mr. Joe Ruelle – Ex Google shared about ways to “warm up” the interactive channel through “gamification” of activities such as: Launching new products, appreciating points of sale, accumulating rewarding points, conducting surveys, customer service and ordering,etc., to make each message from FMCG brands engaging and appealing.
The suggestions from Mr. Miller and Mr. Joe is both familiar and easy for “Aunt Sau” and “Uncle Bay”, but also interesting and engaging.
These include:
- Mini game: 100% instant win
- “Retention” game: Accumulate logos, collect icons, overcome challenges…
- Sales training portal
- Voucher drops
- Birthday Surprises
- Product NTFs for trading
- Survey entertainment
- Onboarding fun path
- New product reveal
- Outlet Tinder (interaction between sales points)
- …
With the scale of up to hundreds of thousands of sales points (Outlets), interaction requires support from automation systems. Mr. Thinh Nguyen – Vice President of Marketing from CellphoneS shared about methods of implementing deep automation processes and handling data at the scale of millions of customers.
CellphoneS created over 500 customer segments, facilitating targeted campaigns through automated interaction scenarios across channels: Email, SMS, Zalo Notification Services.
At the end of the event, Ms. Dinh Mong Kha – CEO VietGuys provided more valuable information about the role of traditional interactive channels such as SMS, Zalo, Viber, etc., in building a comprehensive interaction platform between FMCG and sales points.
We hope the event has brought you an interesting experience, useful and valuable information about designing a complete and sustainable FMCG The Master Channel for retail outlets, directly contributing to sales growth.
The Organizing Committee would like to send to you:
Not only data exploitation strategies, but also detailed marketing campaign implementations for businesses based on data orientation and much new knowledge around The Master Channel will be presented in detail in The Main Interaction Channel – The Master Channel, Volume 1.
Six chapters of the book will guide readers through the impressive development journey of interaction methods between businesses and customers.
From the most primitive forms to multi-dimensional interactions in the smartphone era, the book will present successful stories along with leading global brands in boosting revenue by enhancing customer experience, explaining the success of The Master Channel concept when applied at two leading Vietnamese companies, Nutifood and CellphoneS.
The book is now available at Fahasa, Phuong Nam, Hai An, Ca Chep bookstores, and online at 24h bookshops and e-commerce platforms like Tiki, Shopee, and TikTok Shop. You can also quickly order the book here: https://i.o2o.vn/H767
