Đề xuất sự đổi mới để trẻ hóa trải nghiệm bán lẻ cho Vincom Retail

Target customers: - Integrated development catchment area.. Vincom Mega Mall Analysis A... Delight points Pain points DESIGN/ INFRASTRUCTURE 50 customers PARKING 41 customers Have probl

Rejuvenate the

future of

retail experience

Target customers:

- Integrated development catchment area.

- Targets families across the middle / the upper middle income.

The frame of reference:

- Retailing

Point of difference:

- The first and largest complex of underground commercial centers in Vietnam.

Reason to believe:

- "Miniature European City" in Hanoi.

- Won "the best Mega Mall in Vietnam" in 2014.

Vincom Mega Mall Analysis

A Market position:

A Market position: B Positioning Strategy:

- Income: <15 mil dong/month.

- Age: 70% consumers <35 years old.

Want a huge mall to:

- Go shopping.

- Enjoy entertainment service.

- Spend leisure time.

Psychographic

Reason of visit:

- Going shopping.

- Food&beverage activities.

- Entertainment service.

Behavioral

CUSTOMER ANALYSIS

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Geographic

- Around Thanh Xuân district, Ha Noi.

- Vinhome Royal city's resident.

Delight points

Pain points

DESIGN/ INFRASTRUCTURE

(50 customers)

PARKING

(41 customers)

Have problems in finding their motorbikes when they get out of the mall to parking space.

STAFF (16 customers)

PRICE

(25 customers)

Customers find it expensive to buy anything from here unless you’re are rich.

INFORMATION

(15 customers)

Fun children play area Diversified products

SERVICES

(52 customers)

Wide

Atmosphere

SPACE

(75 customers)

Customer insight is collected from 200 Comments of Google reviews, Foody, Facebook, TripAdvisor

Good air-conditioning system

Customer Journey

map

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Big actionable Idea

One convenience for thousands of experiences

Brand:

+ Problem-solved + Experience

delivery.

+ Be the top to the top brands.

Customer:

+ Convenient.

+ Entertaining.

+ Enhance shopping

discovery journey.

ACTION PLAN

VinGo is a fully technology-enabled application in Vincom Mega Mall Royal City

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a Manifesto:

- Scan QR Code.

- Payment.

- Online booking.

- Buying ticket.

- Vouchers

- Deals

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b Mechanism:

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Customers Vincom Tenants

- Convenient

- Entertaining

- Personalized customer

experience

- Attract more young people to visit and spend money

- Be at the top shopping mall of customers’ minds

- Scalability, be able to apply to other Vincom shopping malls

- Gain footfall, increase revenue

- Collect in-store data they including in-depth shopper journeys, active versus

passive dwell time, and categories and products most browsed

Benefits for customers, Vincom and tenants:

WHY YOU SHOULD CHOOSE VINGO?

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