A unique Online to Offline interactive exhibition took place over 2 days on March 22nd and 23rd at Nguyen Du Gymnasium, Ho Chi Minh City, attracting over 1000 attendees including CEOs, Directors, Managers and Marketers.

The concept of “The Master Channel" emerged in the early 2020s, combining the power of Customer Data Platforms (CDPs) and Super Apps to revolutionize customer interactions. This article delves into the evolution of this trend, examining its roots in the past, its current state, and its promising future.

In the low-value FMCG product categories, creating entertainment experiences through the main interaction channel plays a core role in the "top of mind" strategy for customers.

Discounts and promotions are common activities for retail and F&B businesses, but they also come with the risk of diminishing a brand’s value in the eyes of customers if not executed properly. How to discount "gracefully"? How to discount to enhance the customer experience? How to discount without "devaluing" the brand?

FMCG products in the Food & Beverage category, like beverages, snacks, instant noodles, etc., typically do not cause consumers much deliberation. Due to the commonality and similarity of products within the same category, consumers often have many alternative choices when needed.

High-value FMCG products include goods such as powdered milk, diapers, cosmetics, and functional foods, characterized by high purchase value and repeated buy over a long period. Therefore, establishing and maintaining interaction with customers from online to offline is a key factor.

When a business selects the main interaction channel and the customer interaction rate through this channel reaches over 60% of the total online interactions, it’s considered to have reached the ideal state.

In this Volume 2, PhD. Dinh Mong Kha, Mr. Lee Nguyen and Mr. Joe Ruelle will introduce the detailed method of harnessing the power of The Master Channel for each industry, with customer experiences enhanced by data technology and strategies blurring the boundaries between entertainment and advertising through gaming. Going beyond methodology, the book also delves into AI, Super Apps, and advertising,...

Highlands Coffee aims to attract customer data to a single platform through the “Chill Hè – 100% Win Lucky Maldives Weekly” campaign. The goal is to build a significant follower base on Zalo, allowing Highlands Coffee to transition from SMS to an interactive platform, saving costs, improving efficiency, and making it easier to measure.