Many FMCG giants have made serious investments in “warming up” interaction channels with retail outlets to ensure long-term relationships that benefit both parties, thereby directly generating sales.
A Need for a Direct, “Lasting” Connection Between Manufacturers and Retail Outlets
With the characteristics of “motorbike culture” in Vietnam, the distribution of fast-moving consumer goods still sees over 65% of sales from retail outlets, including grocery stores, traditional market vendors, eateries, and small coffee shops, before reaching end consumers.
Supermarket channels, retail chains, and even e-commerce are trends, but reality shows that traditional retail channels are still dominant in the domestic FMCG market. Leading manufacturers will certainly not ignore these traditional channels.
Many giants in the field have made ambitious investments in digitizing interactions with retail outlets to build a direct, “lasting” connection that benefits both parties (The Master Channel).
The challenge is how to make “The Master Channel” really easy, attractive and accessible, making “Aunt Sau Grocery”, “Uncle Tu Stall” and wholesale markets… also interested in receiving, interacting proactively and maintaining long-term engagement.
“Master Channel” is not just a separate story of digitalization but a combination of technology, ideas and implementation methods to ensure a long-term, parallel relationship between the retail outlets and manufacturers, directly generating sales. This includes:
- Common and easy communication platforms like Zalo
- Approaches and long-lasting connection methods for each industry group and each target group in each phase
- Design of creative, fun, and close campaign ideas such as attractive promotion information, rewarding programs integrating entertainment elements, mini games, etc.
- Support tools for automated implementation, behavioral analysis, personalized scenario design
All in the In-depth Conference “Build and Maintain The Master Channel – @FMCG Outlet”
The conference organized by ByteTech and VietGuys will bring the most “real-life” perspectives with the participation of experts with decades of experience in traditional distribution channels and designing interaction channels with customers.
Mr. Nguyen Xuan Thao from Unilever – an expert who has been with decades of experience in traditional distribution models since the early days with Unilever.
The speakers include CEOs and CMOs with experience in building and operating interaction channels between businesses and customers using technology and data.
The event was hosted in Vietnamese by Mr. Joe Ruelle – with 5 years of experience at Google and more than 20 years of connection with the country and people of Vietnam.
90% of the guests coming from leading FMCG companies in Vietnam will discuss with the speakers to gain diverse perspectives, designing interaction channels that optimize sales value.
Event information:
- Time: 9:00-11:30 – Thursday, June 16, 2022
- Location: Caravelle Saigon Hotel
- Register to attend at: channelwarm.vn
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
