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.
Because the value of these products is not high and they are used frequently, emotions often play a dominant role in the purchasing decision. Creative advertising, product packaging, or even personal feelings about the brand can greatly influence buying decisions. Consumers may decide based on emotions, convenience, and familiarity with the brand.
Whether online or offline, marketing campaigns for products in this category often focus heavily on evoking emotions to drive sales. This is most evident in the way beer and beverage companies often evoke emotions about their products through lively, vibrant music festivals. These examples typically focus on stimulating emotions, creating unique experiences, and fostering brand connection, helping to enhance the emotional connection between customers with the product and brand.
Upgrading O2O Interaction with The Master Channel
The Master Channel has the advantage of creating unlimited experiences with the Zalo Mini App, making it easy to develop Mini Games with high viral effects.
A minigame built on the Zalo Mini App platform helps businesses drive engagement and create entertainment experiences easily for users.
With the prize-winning game campaign aimed at increasing brand awareness and interaction, all experiences are built through the Zalo Mini App. This seamlessly connected with Giftee’s Digital Gift platform. Users participating in the game can smoothly transition from playing the games, inviting friends to join for additional turns, and then easily redeeming gifts at convenience stores.
The strong connection of The Master Channel with convenience store chains and supermarkets can take the brand even further. A campaign where customers receive gifts upon purchasing at supermarkets can be easily implemented without needing PG teams to verify receipts or the issues that invoice scanning campaigns using OCR (Optical Character Recognition) technology often encounter, such as fake invoices or customers unable to scan them.
Whenever a product is purchased that meets the campaign conditions, customers will receive a unique QR code printed on the receipt. Customers can easily participate without having to enter any information.
Besides prize-winning games, The Master Channel also provides flexible scenarios such as predicting results or hunting tickets for grand music festivals.
Experiences from Mini Apps will surpass those from websites or other platforms. Ultimately, the customer data obtained from these interactive activities remains crucial for brands to reuse in subsequent campaigns.
All will be showcased at: Build & Warm The Master Channel – Season 5: Online to Offline Interactive Exhibition.
Event Details
With a much larger scale than previous seasons, the event will be held at the indoor Nguyen Du Gymnasium – 116 Nguyen Du Street, District 1, Ho Chi Minh City, on March 22 and 23, 2024, from 9:00 AM to 5:00 PM.
If you’re from an agency or an employee of a business in the FMCG Food & Beverage field, the event will provide the latest insights through direct experiences in the role of a customer. Simultaneously, expert “tour guides” in data and marketing will present and explain the entire underlying platforms, including PangoCDP, Zalo Mini App, and Giftee’s Digital Reward platform.
Attendees will be divided into groups of 5-10 members and guided by a “tour guide” through interactive tours lasting 15-20 minutes. They will be presented with scenarios of online interaction and directly experience offline store visits, as well as play games to win prizes.
After thoroughly experiencing the “tour”, attendees will participate in specialized classes to hear insights from industry experts about The Master Channel concept for FMCG Food & Beverage category, the importance of exciting experiences, how to build the ideal Master Channel – The Entertainment Channel, as well as the synergy of the CVS chains in “entertaining” customer experience.
Esteemed speakers from VietGuys – Zalo OA – Circle K – Giftee – ByteTech will lead the FMCG Food & Beverage sessions at 11:10 AM on 22/03 and 10:30 AM on 23/03.
Build & Warm The Master Channel – Season 5: Online to Offline Interactive Exhibition is organized by PangoCDP, VietGuys, and partners Dentsu X, Giftee, Zalo Mini App, Zalo OA, Creative Point.
This interactive exhibition features a series of continuous demo scenarios, simulating the shopping journey and data flow from Online to Offline over two days with the following “demo tours” and specialized classes:
Note: Due to limited seating capacity for the specialized classes, guests are requested to register and arrive at least 45 minutes before the class time to arrange the interactive tour and then join the class.
