In the rapidly changing consumer trends, modern retail channels are constantly innovating to enhance the shopping experience, expand customer access and promote product consumption. From supermarkets, bookstores to local specialty stores and traditional markets, all are “going online”, applying technology, digital marketing… to adapt and develop according to new trends.

Modern infrastructure, attracting people to "shop online"

By applying digital technology, supermarkets, convenience stores, bookstores, etc. not only improve management capacity but also promote access to consumers on both direct and online platforms.

At Fahasa Vinh Long Bookstore (Vinh Long City), shopping activities are supported via the website and mobile application. Ms. Nguyen Thi Huynh Trang - Store Manager, said: The Fahasa system operates in parallel between on-site and online sales, making it easy for consumers to look up products, track orders, choose payment methods and receive incentives. Buyers can also refer to information in advance via the digital platform and then come to the store for further support.
Applying technology not only helps stores optimize inventory and product arrangement, but also easily grasp consumer trends.

Ms. Nguyen Thu Thuy - accountant of Fahasa Vinh Long Bookstore, said: "Based on shopping data, we can arrange goods in visible locations, launch suitable promotions to stimulate demand more effectively". In particular, non-cash payment is becoming more and more popular, increasing about 30% compared to before, mainly among young customers. Linking with banks and e-wallets also opens up many incentives for users such as discounts, E-vouchers, refunds... to help increase purchasing power, and facilitate the shopping experience for consumers.

Currently, the multi-channel sales model is being strongly deployed, flexibly combining direct and online to serve the increasingly diverse needs of consumers. Mr. Mai Quoc Thai - Head of Marketing Department at Co.opmart Vinh Long Supermarket, said: "Consumers can "shop online" via phone number, Zalo application, Saigon Co.op application or website cooponline.vn. Online shopping is being positively received by consumers, demonstrated by the average sales reaching more than 100 million VND/day, an increase of 20-25% over the same period. Not only increasing in quantity, the value of each order also has a clear change, from 200,000-300,000 VND/order to 500,000-600,000 VND/order, in which, the shopping trend has shifted from household goods to fresh food - an item that requires high trust and timely delivery service".

Along with that, to facilitate cashless payments, this unit has synchronously arranged supporting devices such as: POS machines, QR code scanners, electronic invoice printers, and operation instruction boards placed at the cashier counter. On average, the system records nearly 500 cashless transactions per day, contributing to shortening payment time at the counter.

Multi-Platform Marketing

In addition to investing in infrastructure and diversifying payment methods, retailers are also stepping up marketing activities to improve competitiveness. According to Mr. Van Quoc Hoang - Director of Co.opmart Vinh Long Supermarket: "All products before entering the warehouse must ensure quality criteria, clear origin, and strict input control processes to maintain consumer trust. In addition, the supermarket also regularly coordinates to organize marketing trips to bring Vietnamese goods to rural areas, introduce products to people, strengthen trust in Vietnamese goods and expand market share in rural areas".

By applying digital technology, retailers build a database to capture consumer shopping trends, thereby building appropriate business strategies.

Depending on the characteristics of the product and the target customers, each retailer chooses the appropriate marketing method, from eye-catching display, consulting style to promotion on social networks, fairs, e-commerce platforms... Mr. Van Cap Tri - Director of Khai Tri Trade Center (Vinh Long City), said: "Product quality is a prerequisite to build consumer trust. Many people still have difficulty accessing products at reasonable prices but ensuring quality, so developing a system of stores with the same price with nearly 90% of Vietnamese products helps people feel secure when shopping and save costs".

At Hoa Sao store - the main distributor of OCOP products, Ms. Le Do Lan Thanh - in charge of business, said: "In addition to introducing directly at the store, we promote products through social networks to reach customers both inside and outside the province, especially young consumers who love regional specialties. With products closely related to the raw material region, effective marketing depends not only on product quality but also on the skills of the staff."
Citing that flexible approach, Ms. Le Truc My - Director of My Ty Mai LLC, said: "In the context of many economic difficulties, digital marketing opens up a new direction to help businesses save costs and reach more potential customer groups." According to Ms. My, to attract young consumers - who are increasingly interested in health and experiences, communication content needs to be concise, attractive and suitable for many platforms. Grasping the right customer psychology is the decisive factor in modern marketing.

From an expert perspective, Dr. Le Do Duy An - Lecturer at Top Olympia Business School, commented: In the digital age, businesses are forced to use social networks as an essential business tool, both to expand their customer base, build data, reduce costs and enhance the shopping experience. However, for effective marketing, in addition to attractive content and the right strategy, the human factor still plays a decisive role. Professional demeanor, friendly gestures and flexibility in interaction are the "soft keys" that help businesses create sympathy and retain customers in an increasingly competitive retail environment.

It can be seen that the development of modern retail channels is showing a clear shift in the way goods are distributed and consumers are approached. From infrastructure investment, technology application to diverse forms of marketing and payment, retail businesses are proactively adapting to market trends. In the context of increasing competition, expanding utilities and constantly improving shopping experiences are key factors to increase trust and retain customers.

Article and photos: THAO TIEN