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

Rejuvenate the
future of
retail experience


Vincom Mega Mall Analysis
A. Market position:

B. Positioning Strategy:
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.

03

Reason to believe:
- "Miniature European City" in Hanoi.
- Won "the best Mega Mall in Vietnam" in 2014.


Demographics

Geographic
- Around Thanh Xuân district, Ha Noi.
- Vinhome Royal city's resident.

Psychographic
Want a huge mall to:
- Go shopping.
- Enjoy entertainment service.
- Spend leisure time.

04

CUSTOMER
ANALYSIS

- Income: <15 mil dong/month.
- Age: 70% consumers <35 years old.

Behavioral
Reason of visit:
- Going shopping.
- Food&beverage activities.
- Entertainment service.


Pain points

PARKING

PRICE

(41 customers)

(25 customers)

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

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

DESIGN/ INFRASTRUCTURE

INFORMATION

(50 customers)

(15 customers)

STAFF (16 customers)
SPACE

SERVICES

(75 customers)

(52 customers)

Wide

Fun children play area

Atmosphere

Diversified products

Good air-conditioning system
Customer insight is collected from 200 Comments of Google reviews, Foody, Facebook, TripAdvisor

Delight points
05


Customer
Journey
map

06


07

Big actionable Idea
Customer:
+ Convenient.
+ Entertaining.
+ Enhance shopping
discovery journey.

One
convenience for

thousands of
experiences

Brand:
+ Problem-solved.
+ Experience
delivery.
+ Be the top to
the top brands.


ACTION PLAN

08

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


b. Mechanism:
-

09

Scan QR Code.
Payment.
Online booking.
Buying ticket.
Vouchers
Deals

10


11


12


WHY YOU SHOULD CHOOSE VINGO?
Benefits for customers, Vincom and tenants:
Customers
- Convenient.
- Entertaining.
- Personalized customer
experience.

15

Vincom
- 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.

Tenants

- 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.