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VietGuys x Guardian: Update New Trend In Marketing And Technology – The Master Channel

Participate in this ​​​​”Guardian SEA Ecom Conference" PhD. Dinh Mong Kha - CEO VietGuys ​​​​also delivered an extremely valuable presentation on the topic of: "How to motivate customers to visit retail stores with The Master Channel and Gamification".​​
11 April 2024
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Participate in this ​​​​”Guardian SEA Ecom Conference” PhD. Dinh Mong Kha – CEO VietGuys ​​​​also delivered an extremely valuable presentation on the topic of: “How to motivate customers to visit retail stores with The Master Channel and Gamification”.​​

Recently, VietGuys – a strategic partner for the PangoCDP solution has the honor of participating in the “Guardian SEA Ecom Conference” event, organized by Guardian – a leading international brand in the retail industry for health and beauty products. The “Guardian SEA Ecom Conference” is part of an internal training program for Guardian’s management levels in the Southeast Asia region, held from July 4th to July 6th, 2023, in Ho Chi Minh City.

The purpose of the event was to facilitate the exchange of knowledge and practical experience related to sales management activities. It also aimed to provide updates on the latest market trends, technologies, and innovative approaches to customer engagement. Through this event, valuable insights were shared to help Guardian’s leaders grasp and effectively apply them to their work.

During the “Guardian SEA Ecom Conference” PhD. Dinh Mong KhaCEO VietGuys also presented a highly beneficial topic on “Driving Customers to the Store through The Master Channel and Gamification” 

PangoCDP • Build and Warm the Master Channel
PhD. Dinh Mong Kha – CEO VietGuys (in the middle) at the event “Guardian SEA Ecom Conference”.

Guardian is a prominent retail chain in Vietnam that specializes in beauty and healthcare products, with approximately 105 stores, 80% of which are located in Ho Chi Minh City. As a leading healthcare and beauty store chain in Vietnam, Guardian places strong emphasis on investing in and enhancing the offline shopping experience for customers. 

However, attracting customers to physical stores in the current competitive market is not easy. PhD. Dinh Mong Kha has introduced a new approach for businesses by developing concept The Master Channel that helps attract customer from online channels to offline stores seamlessly and effortlessly.

The PangoCDP team and PhD. Dinh Mong Kha came up with the idea for The Master Channel, which offers techniques and toolkits to assist companies in creating “master” consumer contact channels. When companies invest in The Master Channel, as opposed to the Omni Channel concept, they concentrate resources on one primary channel to provide customers with superior experiences at a reduced cost. The Super App (MoMo, Zalo, etc.) and a customer data platform constitute the foundation of The Master Channel.

PangoCDP • Build and Warm the Master Channel
PhD. Dinh Mong Kha shares about the concept of “The Master Channel”.

Specifically, with The Master Channel, businesses can proactively interact and create engaging activities to stimulate customers’ shopping needs. For example, sending personalized messages such as product recommendations, offering discount vouchers, suggesting the nearest stores for customers to redeem vouchers and make purchases – all on a single platform.

In addition, PhD. Dinh Mong Kha also mentioned: “Vouchers are an effective marketing tool commonly used by retail businesses. However, if vouchers are provided regularly, customers will no longer feel interested or excited. Therefore, alongside vouchers, businesses should incorporate gamification strategies in voucher distribution activities. Instead of simply offering discounts, businesses can ‘challenge’ customers through games and vouchers can be the rewards that customers have to strive for”.

With its high entertainment value and the ability to evoke positive emotions, gamification is a potential approach that marketers can integrate into their marketing activities to attract and retain customers effectively. 

Furthermore, all customer interactions through The Master Channel, from providing personal information, playing games, using vouchers, to purchasing specific items at specific stores, are reported in real-time through the PangoCDP system. This enables retailers to easily integrate data from Online to Offline and optimize the shopping experience for customers.

PangoCDP • Build and Warm the Master Channel
Without specific theory, participants can still experience realistic DEMOs about Games such as AR games to better understand users’ emotions when receiving Vouchers through Games.

From this, it can be seen that businesses need to innovate their approach to customer engagement and attraction in the digital age by building The Master Channel as the primary interaction channel and providing engaging experiences to stimulate and motivate customers to visit stores regularly. For the retail industry, creating is the key to sustainable businesses growth and consistent profit increase. 

We anticipate that the sharing session will yield a wealth of valuable knowledge that Guardian managers can readily access and implement in their own business domains. Next, encourage growth and produce a future breakthrough for the Guardian brand.


Find out how our clients achieved success and improved their marketing results. Learn about the implementations of companies in various industries and what solutions you can use in your own.

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